The Maze: Vinted's European growth story has stopped being a UK story with foreign footnotes. Consumer Edge's transaction panel shows double-digit-or-better sales growth across all six tracked markets in 2025. Four accelerated. Germany was the outlier, jumping from roughly 31% growth in 2024 to nearly 190% in 2025. Meanwhile, the UK normalized from its early surge and Austria cooled from an extraordinary base. That mix is what a maturing platform should want: old markets still expanding, new markets taking turns as the engine. Europe is becoming a portfolio, not a bet.
Germany changed the centre of gravity. Consumer Edge describes Germany's panel spend as up nearly 200% year over year in 2025, consistent with CEO Thomas Plantenga calling it a market that moved from challenge to top performer. The visible bars read approximately 23% in 2023, 31% in 2024 and 187% in 2025. Those values are directional because the source prints no labels, but the acceleration is unmistakable. A marketplace that cracks a previously difficult country gains more than revenue. It proves its playbook can travel.
The UK is normalizing, not stalling. Growth fell from roughly 185% in 2023 to about 41% in 2024 and 37% in 2025. That looks less exciting beside Germany, but a high-30s increase after a major adoption surge is still strong. The base matters. Growth rates alone do not reveal the UK's absolute contribution, and Consumer Edge does not publish country sales in the exhibit. The useful signal is durability: Vinted kept expanding even after the launch-style curve flattened.
France, Italy and Spain rebuilt momentum. Approximate 2025 growth reached 23% in France, 39% in Italy and 23% in Spain, each higher than 2024. Spain's rebound is especially visible after a roughly flat prior year. These are not synchronized curves. Local supply density, shipping economics, brand awareness and competitive intensity develop at different speeds. That is good news for portfolio resilience. One weak country does not have to become the company's weak year.
Austria shows the base-effect warning. Its approximate growth stepped down from 117% to 95% and then 88%. That is deceleration, but not deterioration. An 88% rate would be spectacular almost anywhere else. The comparison is a reminder that percentage growth rewards small starting points and punishes successful ones. Without absolute sales, active buyers or contribution margin, the bars should guide questions rather than settle valuation debates.
A multi-market marketplace gains operating leverage slowly. Every country needs enough local listings, reliable shipping, payment acceptance, fraud controls and customer support to keep the loop liquid. Once those pieces work, the platform can reuse product, trust and marketing systems across borders. The harder question is whether Germany's breakout produces durable repeat behaviour or merely a year of acquisition. Consumer Edge's separate UK evidence—rising frequency and ticket—shows what healthy maturation can look like.
Why it matters: International expansion is usually sold as a map with more flags. Vinted's data offers a better test: do different markets accelerate at different times while the mature core keeps growing? In 2025, the answer was yes. Germany supplied the breakout, Italy and Spain reaccelerated, and the UK still expanded from a larger base. Investors and competitors should stop treating Vinted as a single-market resale app. Its strategic asset is a reusable liquidity machine, increasingly distributed across Europe.
Sources: Consumer Edge analysis
