As part of our mission to accelerate Australia’s transition to a circular clothing economy by 2030, Seamless has brokered a partnership with Cotton On and eBay Australia, supported by The Volte, to deliver an innovative resale initiative. The partnership makes it easier than ever for customers to resell their Cotton On Women’s fashion.
Launched today with Cotton On women’s apparel, customers shopping online at CottonOn.com.au will be able to opt-in when adding products to their cart to automatically prepare a future eBay listing for their purchase. Once they’ve finished loving their item, the listing is practically ready to go - complete with images, product information, and suggested pricing thanks to The Volte’s ‘Seamlist’ technology. All that’s left is for customers to simply add a current photo and description of the item’s condition, and it’s ready to list on eBay.
Recognising eBay’s longstanding leadership in the resale market since the 1990s, this collaboration with Cotton On is a strategic response to a clear market shift towards driving the circular economy. According to ThredUp’s 2024 Resale Report, Gen Z is two times more likely to resell their clothes compared to previous generations.
Michelle Pacey, Brand Director Cotton On Womens, said this partnership is all about meeting their customers where they are.
“At Cotton On, we’re seeing our Gen Z customer already thriving in the resale marketplace. ‘Financial literacy’ has become aspirational, stylish and shareable, thanks to platforms like TikTok. This generation doesn’t want to choose between saving money and living well – they want both.
“As well as delivering for our customer, this partnership is also one way we’re collaborating with industry leaders to develop circular initiatives as part of our sustainability strategy. We are all on a learning journey in the fashion industry when it comes to circularity and each partner brings different expertise to the table. By working together, we can test, learn and scale circular initiatives that extend the life of the materials and garments we make.”
Locally, Australians are embracing resale at record pace. According to the Seamless 2024 national clothing benchmark, Australians donated, sold, swapped and shared 650 million items, or 162,000 tonnes, of second clothing last year, which was up 10% from 2023. Of this, 308 million garments, or 77,000 tonnes, were reworn within Australia, which was also an increase of 10%. That equates to 11 second hand items of clothing for every Australian.
eBay’s data shows that globally, the top reasons consumers buy pre-loved items include saving money (62%), sustainability (26%), and access to unique or unavailable items (25%).
Anne-Marie Cheney, Fashion Lead at eBay Australia said, “We believe the future of circular fashion is collaborative, and this partnership with Cotton On really brings that to life. It shows that when brands and marketplaces join forces, we can make a real difference. Together, we’re giving Cotton On customers an easy way to resell their pre-loved items, tapping into a global platform where a dress is sold every 60 seconds, to help keep great clothes in circulation for longer.”
Image supplied by Cotton On.
