South African Second-Hand Fashion Marketplace Eyes Growth
Yaga, a popular online platform for buying and selling second-hand fashion items in South Africa, is gearing up to expand its operations into Kenya and Nigeria. This strategic move aims to capitalize on the growing demand for sustainable and affordable fashion in these African markets.
Launched in 2020, Yaga has already achieved significant success, with nearly two million items sold and a collective revenue of over R500 million ($28 million). The platform’s popularity can be attributed to its user-friendly interface, secure transactions, and a wide range of fashion items available at competitive prices.
According to Euromonitor International, the second-hand clothing market in Africa is thriving due to rising living costs and limited access to modern retail outlets. In Kenya, up to 80% of apparel and footwear sold are second-hand, while Nigerians are particularly active in the used goods market, with 10% buying or selling at least once a week.
Yaga offers a unique value proposition by providing pre-loved items at prices typically 50-80% lower than their brand-new counterparts. This affordability, combined with the platform’s commitment to sustainability, resonates with eco-conscious consumers seeking to reduce their environmental impact.
The woman behind Yaga, Aune Aunapuu, has been instrumental in the platform’s success. Inspired by her own experience selling a baby stroller online, she founded Yaga to create a safe and convenient marketplace for second-hand goods.
Aunapuu’s vision for Yaga extends beyond South Africa. She believes that the platform’s model can be successfully replicated in other African countries, particularly Kenya and Nigeria, where there is a growing demand for affordable and sustainable fashion options.
