Wallapop competes for a decision that happens before anyone publishes a listing: deciding to sell an item its owner has stopped using. Its La Red del Cambio 2026 report places that decision within a contradictory household economy. Some 56% of respondents acknowledge buying products that meet no specific need, while 55% feel their salary does not cover all their expenses and allow them to save.
Secondhand commerce connects both sides of that accumulation: someone who has an item they no longer need and someone looking for a product they can continue using. Bringing them together requires more than attracting a visit. Interest must turn into a clear listing, a conversation and a purchase decision. The report, current searches in Spain and a historical Wallapop experiment offer different perspectives on those stages.
Vinted gains search prominence while Wallapop holds its recent level
The joint comparison of “segunda mano”, “Wallapop” and “Vinted” provides an initial indication of buyer attention. In the complete week of October 11–17, 2026, their indices were 74, 41 and 21, respectively. The previous week they had been 70, 41 and 20. All three expressions share the same relative-interest scale.
Vinted search interest ends the series at its observed annual peak
Joint comparison of “segunda mano”, “Wallapop” and “Vinted” in Spain; 51 complete weeks from October 26, 2025 to October 17, 2026.
interest index (0–100)
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| Category | segunda mano | Wallapop | Vinted |
|---|---|---|---|
| 2025-10-26/2025-11-01 | 98 interest index (0–100) | 44 interest index (0–100) | 13 interest index (0–100) |
| 2025-11-02/2025-11-08 | 100 interest index (0–100) | 42 interest index (0–100) | 14 interest index (0–100) |
| 2025-11-09/2025-11-15 | 99 interest index (0–100) | 41 interest index (0–100) | 14 interest index (0–100) |
| 2025-11-16/2025-11-22 | 100 interest index (0–100) | 42 interest index (0–100) | 15 interest index (0–100) |
| 2025-11-23/2025-11-29 | 94 interest index (0–100) | 40 interest index (0–100) | 13 interest index (0–100) |
| 2025-11-30/2025-12-06 | 74 interest index (0–100) | 40 interest index (0–100) | 14 interest index (0–100) |
| 2025-12-07/2025-12-13 | 78 interest index (0–100) | 44 interest index (0–100) | 13 interest index (0–100) |
| 2025-12-14/2025-12-20 | 77 interest index (0–100) | 41 interest index (0–100) | 12 interest index (0–100) |
| 2025-12-21/2025-12-27 | 79 interest index (0–100) | 39 interest index (0–100) | 11 interest index (0–100) |
| 2025-12-28/2026-01-03 | 79 interest index (0–100) | 41 interest index (0–100) | 11 interest index (0–100) |
| 2026-01-04/2026-01-10 | 79 interest index (0–100) | 42 interest index (0–100) | 12 interest index (0–100) |
| 2026-01-11/2026-01-17 | 80 interest index (0–100) | 45 interest index (0–100) | 12 interest index (0–100) |
| 2026-01-18/2026-01-24 | 83 interest index (0–100) | 45 interest index (0–100) | 13 interest index (0–100) |
| 2026-01-25/2026-01-31 | 80 interest index (0–100) | 43 interest index (0–100) | 12 interest index (0–100) |
| 2026-02-01/2026-02-07 | 83 interest index (0–100) | 43 interest index (0–100) | 12 interest index (0–100) |
| 2026-02-08/2026-02-14 | 82 interest index (0–100) | 41 interest index (0–100) | 13 interest index (0–100) |
| 2026-02-15/2026-02-21 | 94 interest index (0–100) | 40 interest index (0–100) | 11 interest index (0–100) |
| 2026-02-22/2026-02-28 | 85 interest index (0–100) | 40 interest index (0–100) | 11 interest index (0–100) |
| 2026-03-01/2026-03-07 | 85 interest index (0–100) | 43 interest index (0–100) | 12 interest index (0–100) |
| 2026-03-08/2026-03-14 | 89 interest index (0–100) | 42 interest index (0–100) | 12 interest index (0–100) |
| 2026-03-15/2026-03-21 | 81 interest index (0–100) | 42 interest index (0–100) | 12 interest index (0–100) |
| 2026-03-22/2026-03-28 | 81 interest index (0–100) | 40 interest index (0–100) | 13 interest index (0–100) |
| 2026-03-29/2026-04-04 | 83 interest index (0–100) | 41 interest index (0–100) | 13 interest index (0–100) |
| 2026-04-05/2026-04-11 | 77 interest index (0–100) | 40 interest index (0–100) | 13 interest index (0–100) |
| 2026-04-12/2026-04-18 | 80 interest index (0–100) | 43 interest index (0–100) | 13 interest index (0–100) |
| 2026-04-19/2026-04-25 | 77 interest index (0–100) | 42 interest index (0–100) | 14 interest index (0–100) |
| 2026-04-26/2026-05-02 | 79 interest index (0–100) | 42 interest index (0–100) | 12 interest index (0–100) |
| 2026-05-03/2026-05-09 | 73 interest index (0–100) | 40 interest index (0–100) | 12 interest index (0–100) |
| 2026-05-10/2026-05-16 | 78 interest index (0–100) | 41 interest index (0–100) | 12 interest index (0–100) |
| 2026-05-17/2026-05-23 | 77 interest index (0–100) | 39 interest index (0–100) | 12 interest index (0–100) |
| 2026-05-24/2026-05-30 | 76 interest index (0–100) | 40 interest index (0–100) | 12 interest index (0–100) |
| 2026-05-31/2026-06-06 | 76 interest index (0–100) | 42 interest index (0–100) | 13 interest index (0–100) |
| 2026-06-07/2026-06-13 | 76 interest index (0–100) | 39 interest index (0–100) | 12 interest index (0–100) |
| 2026-06-14/2026-06-20 | 74 interest index (0–100) | 38 interest index (0–100) | 12 interest index (0–100) |
| 2026-06-21/2026-06-27 | 74 interest index (0–100) | 38 interest index (0–100) | 13 interest index (0–100) |
| 2026-06-28/2026-07-04 | 73 interest index (0–100) | 37 interest index (0–100) | 13 interest index (0–100) |
| 2026-07-05/2026-07-11 | 73 interest index (0–100) | 38 interest index (0–100) | 12 interest index (0–100) |
| 2026-07-12/2026-07-18 | 75 interest index (0–100) | 40 interest index (0–100) | 13 interest index (0–100) |
| 2026-07-19/2026-07-25 | 83 interest index (0–100) | 37 interest index (0–100) | 12 interest index (0–100) |
| 2026-07-26/2026-08-01 | 84 interest index (0–100) | 38 interest index (0–100) | 14 interest index (0–100) |
| 2026-08-02/2026-08-08 | 82 interest index (0–100) | 39 interest index (0–100) | 13 interest index (0–100) |
| 2026-08-09/2026-08-15 | 82 interest index (0–100) | 37 interest index (0–100) | 14 interest index (0–100) |
| 2026-08-16/2026-08-22 | 84 interest index (0–100) | 39 interest index (0–100) | 16 interest index (0–100) |
| 2026-08-23/2026-08-29 | 84 interest index (0–100) | 44 interest index (0–100) | 14 interest index (0–100) |
| 2026-08-30/2026-09-05 | 80 interest index (0–100) | 42 interest index (0–100) | 16 interest index (0–100) |
| 2026-09-06/2026-09-12 | 79 interest index (0–100) | 42 interest index (0–100) | 18 interest index (0–100) |
| 2026-09-13/2026-09-19 | 84 interest index (0–100) | 39 interest index (0–100) | 17 interest index (0–100) |
| 2026-09-20/2026-09-26 | 86 interest index (0–100) | 40 interest index (0–100) | 17 interest index (0–100) |
| 2026-09-27/2026-10-03 | 75 interest index (0–100) | 40 interest index (0–100) | 19 interest index (0–100) |
| 2026-10-04/2026-10-10 | 70 interest index (0–100) | 41 interest index (0–100) | 20 interest index (0–100) |
| 2026-10-11/2026-10-17 | 74 interest index (0–100) | 41 interest index (0–100) | 21 interest index (0–100) |
Vinted reaches its highest observed value in that final week of the annual comparison. Wallapop remains at 41 points, below its peak of 45, recorded in two January weeks. The generic Spanish expression for secondhand had reached 100 in two weeks of November 2025. The pattern shows competition for attention in which a brand can become more prominent without the whole category being at its peak.
The distinction matters for acquisition. A generic search leaves the destination open; a brand search expresses a more specific intention. A marketplace needs to address both, explaining what a buyer can find and helping them reach the right item. The comparison does not allocate market shares, but it shows search attention towards Vinted increasing at the end of the series while Wallapop remains stable in the last two complete weeks.
Commercial exposure weighs more heavily among young adults
La Red del Cambio 2026 attributes part of impulsive consumption to the environment in which people shop. The report says social networks influence the purchasing decisions of 44% of Spaniards, rising to 75% among people aged 18–24. It also reports that 78% buy on ultrafast-consumption platforms, compared with 95% in that age group.
Social influence and ultrafast shopping: the age gap
Reported social-network influence on purchasing and buying on ultrafast-consumption platforms; these are different questions.
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La Red del Cambio 2026. Netquest survey of more than 1,500 people aged 18–83, conducted February 11–20; the note does not explicitly give the fieldwork year. General comparison and age group follow the populations described in the report; these are not Wallapop customer conversions.
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| Category | General comparison | Aged 18–24 |
|---|---|---|
| Social networks influence purchasing | 44% | 75% |
| Buys on ultrafast-consumption platforms | 78% | 95% |
These comparisons describe different questions: influence from social content and purchasing on a type of platform. Together they show why a proposition based on reuse faces a particularly intense commercial environment among younger adults. Secondhand goods compete with products that appear on screen at an opportune moment, presented attractively and with a short route to purchase.
Wallapop is also the company with a stake in that diagnosis: its report presents reuse as an alternative to ultrafast consumption. The study serves as positioning content for the platform, interpreting the commercial environment and connecting it with its own buying-and-selling proposition. Its website brings categories such as phones, furniture and bicycles together within the same community.
The study uses a Netquest survey of more than 1,500 people aged 18–83. The figures describe consumer responses; they are not a record of purchases made within Wallapop.
After buying: 60% feel nothing special
The report also considers what remains after a purchase. Wallapop says 60% feel nothing special after an unplanned purchase, 23% feel happy and 16% feel distressed. The three published figures total 99%; the chart retains the original values.
Happiness after an unplanned purchase is a minority response
Responses reported by Wallapop on how a consumer feels after an unplanned purchase.
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La Red del Cambio 2026. Netquest survey of more than 1,500 people aged 18–83, conducted February 11–20; the note does not explicitly give the fieldwork year. The three published figures total 99%; they are retained without normalization or an invented remaining category.
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| Category | Reported response |
|---|---|
| Feels nothing special | 60% |
| Feels happy | 23% |
| Feels distressed | 16% |
This relationship between buying and satisfaction helps explain secondhand positioning. The product is already at home and the decision changes: leave it in storage or find another use for it. A platform can present selling as a practical action involving an existing object, rather than asking a consumer to adopt a different identity or give up every future purchase.
That also changes the marketing task. Acquiring sellers involves more than promising money: it means helping people identify what is worth listing and take the first step. Someone who remembers an unused item has not yet created an offer another buyer can discover. Selection, photography, description and a conversation about the product stand between those two situations.
The study also says one in four items bought over the preceding year is hardly used regularly. That observation concerns items, while the emotions concern people’s responses. For the platform, an accumulated object is a potential offer that still needs presenting to the next buyer.
Durability supplies an argument; purchase intentions need a concrete offer
Some 93% of participants consider product durability and quality important. In a separate question, 87% think they will buy the same number or more secondhand products in the coming years. These are different responses: one defines a purchasing criterion and the other expresses a future intention.
Durability and buying intentions underpin the reuse proposition
Importance of durability and quality, and intention to buy the same number or more secondhand products in the coming years.
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La Red del Cambio 2026. Netquest survey of more than 1,500 people aged 18–83, conducted February 11–20; the note does not explicitly give the fieldwork year. These are different questions, not funnel stages or additive percentages. Intention is not observed purchasing.
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| Category | Response to each question |
|---|---|
| Durability and quality are important | 93% |
| Will buy the same number or more secondhand | 87% |
The combination supports a proposition built on remaining usefulness. A reused product is attractive when it still addresses a need: it works, its condition is understandable and its price makes sense against the alternatives. Durability is more than an environmental argument; it explains why an object can remain economically useful after its first purchase.
The intention concerns the secondhand market, so Wallapop shares the opportunity with competitors and transactions between individuals. Expectations of durability need to take shape in the condition and presentation of the product a buyer finds. A common reuse proposition covers very different objects, from a phone to a piece of furniture.
In 2020, Wallapop tested how to activate listings and conversations
A historical case published by Braze in February 2021 shows a specific activation mechanism. During the 2020 pandemic, Wallapop ran Wallachallenge: five weeks of challenges rewarding actions such as listing products, saving favourites and opening conversations. The campaign combined push notifications and in-app messages, orchestrated through Braze Canvas.
Braze reports that recipients generated 235% more chats and 227% more listings than the control group. The comparison concerns recipients of that challenge and their control group.
Wallachallenge 2020: more chats and listings than control
Increases reported by Braze for recipients of the historical 2020 campaign, compared with the control group.
% versus control
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Case published February 2, 2021 about the 2020 pandemic. Each activity is compared with its control, not absolute counts or 2026 results. Group sizes are not supplied; aggregate active-user growth is excluded from this chart.
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| Category | Increase versus control |
|---|---|
| Chats | 235 % versus control |
| Listings | 227 % versus control |
The sequence involved two important decisions. The first send distinguished between active users, new users and people who had not opened the app in the previous 15 days. In-app follow-up targeted those who had not yet participated after the first message. Communication therefore responded to observed behaviour instead of repeating the same reminder across the entire database.
The company also used variants and a control group to compare responses, involving marketing and business intelligence. The mechanism connected content with specific actions: announcing a challenge was insufficient without helping generate the listings and conversations that kept the marketplace moving. The case also describes campaigns teaching users to photograph an item, write its description and set a price.
That precedent provides an operational lesson for reading the 2026 report. Products bought without a need and intentions to purchase secondhand describe an opportunity; activity requires identifiable steps connecting seller and buyer. Activation starts before the transaction: helping present the object and begin a conversation with someone who can give it another use. The 2020 case shows how the platform turned those tasks into campaign actions; the 2026 report places them within the broader commercial question of what to do with the things we have already bought.
In this article
Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
