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Online transactions between two private end users to sell or purchase goods are known as consumer-to-consumer or C2C e-commerce. C2C activities are carried out via online marketplaces such as eBay, Etsy, or Taobao, as well as auction websites and forums such as Craigslist. These platforms allow consumers to sell and resell new goods and preowned items.

The switch towards mobile in recent years has ushered in shopping platforms encouraging consumers to sell to and purchase from other consumers without setting up a business or turning to a third party. On the app front, C2C e-commerce is especially favorable for the fashion industry and popular with younger generations. An example of this trend is the social shopping app Depop, which enables millions of sellers and resellers to set up a store and connect with consumers.

Share of C2C in online retail sales in China

>40%

Total number of active buyers on eBay

160m

U.S. state with the highest number of Etsy sellers

California

Overview
Industry insights
Market size
Market segments
Industry trends
Industry leaders
State of the industry
Industry definition

Industry insights

E-commerce in the United States

Online shopping behavior in the United States

Online shopping in Europe

Online marketplaces in France

Study

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TOP SELLER

Market size

More power to the consumer

Leading online marketplaces worldwide as of April 2021, based on number of monthly visits (in millions)

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Consumer-to-consumer e-commerce is a smaller segment within the larger e-commerce market, with fewer players than the B2C e-commerce giants. As in the other segments of the market, both websites and apps that allow C2C transactions are widely used for selling and buying goods. As of April 2021, eBay saw nearly two billion visits to its renowned buy/sell marketplace.

Fastest growing C2C websites in the U.S.
Fastest growing C2C apps in the U.S.
C2C e-commerce share in China

Market segments

Online marketplaces: a close neighbor to C2C platforms

Distribution of online purchases worldwide as of April 2021, by channel

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The consumer-to-consumer segment of the e-commerce market frequently overlaps with online marketplaces, which facilitate both B2C and C2C selling via a third-party platform. Among all available e-commerce channels, consumers turn to online marketplaces the most often. More than a fifth of all online purchases worldwide was made through online marketplaces in 2021. In contrast, individual retailer websites or apps accounted for only 12 percent of online purchases.

Online marketplaces
Online marketplaces in France
Amazon

Industry trends

C2C fashion resellers flourish

Most popular fashion and apparel websites in France in May 2022, based on share of visits

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With the intermediaries eliminated, consumer-to-consumer commerce platforms and websites allow for the utmost flexibility and control for those who like to buy or sell goods and services. In recent years, the most popular C2C platforms were those specializing in selling or reselling fashion items. The online marketplace for secondhand fashion, Vinted, was France's most visited fashion and apparel website in 2022, overtaking industry giant Zalando.

Most used secondhand sales websites in Italy
Most visited online marketplaces in Germany
Most popular secondhand items sold online in the U.S.

Industry leaders

eBay - an indisputable leader

Number of eBay's total active buyers from 1st quarter 2010 to 2nd quarter 2021 (in millions)

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C2C e-commerce is gaining more traction thanks to the expanding landscape of available platforms. eBay, which has been around since the early years of the internet, is currently one of the biggest C2C and B2C e-commerce platforms, with about 160 million active buyers worldwide as of mid-2021. eBay started as an auctioning website where consumers could list and bid on goods. In its 25 years of existence, eBay's business model has remained largely loyal to the original.

eBay
Etsy
Alibaba Group

State of the industry

Industry definition

C2C e-commerce refers to online transactions conducted between two private consumers via online marketplaces, auction websites, or classified advertisements without the involvement of a third party. JJ竞技直播观看(JJ竞技数据抽注网)'s content on C2C e-commerce provides information on the leading global C2C e-commerce platforms and the usage of C2C e-commerce websites and mobile apps among online consumers worldwide.

E-Commerce