Pricing is where most second-hand sales are won or lost. Too high and the item never gets seen; too low and you leave money on the table. Here is a method that works across Vinted, Depop and eBay.

Start from sold prices, not listed prices

The single most common mistake is copying what other people are asking. Anyone can list a coat at £60 — that tells you nothing. What matters is what comparable items sold for. On eBay you can filter by sold listings; on Vinted and Depop, look at how quickly similar items disappear and at what price. That sold figure is your anchor.

Adjust for condition honestly

Condition moves price more than sellers expect. As a rough guide against the "very good" baseline:

  • New with tags: the full anchor price, sometimes a little above.
  • Like new / worn once: around 80–90%.
  • Good, light wear: around 60–75%.
  • Fair, visible wear: 40–50%, and be upfront about flaws.

Being honest here is not just ethical — a returned item or a dispute costs you far more than the couple of pounds you saved by rounding up.

Factor in brand demand

Two coats in identical condition can be worth very different amounts. A sought-after brand with an active resale following holds value; fast-fashion pieces depreciate quickly. If you are not sure whether a label carries a premium, search it and see whether items sell at all, or sit for months.

Price just under a threshold

Buyers filter in round bands — "under £20", "under £15". Listing at £19 instead of £22 puts you inside a whole filter bracket you would otherwise miss. The same logic applies at £9 versus £11.

Leave a little room, but not too much

Many buyers expect to make an offer. Building in about 10–15% of headroom lets you accept a reasonable offer and still hit your target. Building in 50% just hides you from search.

Reprice on a schedule

If an item has not sold in two to three weeks, it is priced wrong for the current demand — not cursed. Drop it a little; favouriters get notified and often that is the nudge that closes it.

Let data do the first pass

Doing this properly for every item is slow. WeartyAI reads the brand, model and condition from your photos and checks live market prices across Vinted, eBay, Depop and more, giving you a realistic range and a per-platform breakdown in seconds. You still make the final call — you just start from real numbers instead of a guess. Try it free.