Love for local is driving online marketplace innovation

Over the last few years, we’ve been tracking the rise of peer-to-peer online marketplaces, pioneered by the likes of eBay, Etsy and Depop. These marketplaces have changed the way customers browse and shop products, placing a focus on circularity, uniqueness, community, and personal connection between sellers and buyers. This is a win-win for both customers and brands, who can reach more people, reduce waste, and create an additional stream of revenue.

Fast fashion brand, PrettyLittleThing (PLT) plans on launching a resale marketplace this year, for customers to sell their own PLT clothing, as well as items from other brands. The marketplace will launch as a UK-only app, before expanding to other international markets by the end of the year. The marketplace aims to help customers re-evaluate the environmental impact of their consumption habits.

While these online marketplaces have typically been for fashion and lifestyle brands, customers have also displayed new digital behaviours in the food industry throughout the pandemic, ordering their groceries online or using ultra-fast delivery apps. This has identified a gap in the market, which Depop founder Simon Beckerman hopes to fill with the launch of a new app called DELLI. The app is designed to be a ‘digital food market’, where local makers can list their products to sell, and users can discover new products and meet sellers. DELLI’s values are around based on good food, local business, creative people, and home cooking.


Household takeout

Across sectors online marketplaces are offering customers the opportunity to connect with each other to sell or buy unique products. We predict this desire for local stories, products and people will have a knock-on effect, fuelling customer expectations for locality in physical retail.

Get in touch with Household if you would like to explore how a ‘local’ brand strategy can be applied to your online and physical experiences.


Also in the news:

WHSmith launches first ‘Just Walk Out’ store in LaGuardia Airport in New York

Sephora concessions at department store Kohl’s will expand to 400 New Stores

Greggs and Primark partner on clothing collection and in-store cafe



Six Senses will enter the UAE market in 2024



Tesco Mobile launches new brand campaign



Depop founder has launched a new foodie marketplace called Delli

PrettyLittleThing to launch resale marketplace as it


Image courtesy of Delli

Other posts from the blog