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Cotton On & eBay Australia partnership taps into Gen Z resale demand

19th September, 2025

Retail industry leader Cotton On and eBay Australia, supported by Seamless and The Volte, have partnered to deliver an innovative resale initiative, making it easier than ever for customers to resell their Cotton On fashion.

Launching with Cotton On women’s apparel, customers shopping online will be able to opt in when adding products to their cart to automatically prepare a future eBay listing for their purchase. Once they’ve finished loving their item, the listing is practically ready to go – complete with images, product information and suggested pricing thanks to The Volte’s ‘Seamlist’ technology. All that’s left is for customers to simply add a current photo and description of the item’s condition, and it’s ready to list.

Recognising eBay’s longstanding leadership in the resale market since the 1990s, this collaboration with Cotton On is a strategic response to a clear market shift towards driving the circular economy. According to ThredUp’s 2024 Resale Report, Gen Z is two times more likely to resell their clothes compared to previous generations, and the number one reason people resell apparel is to make extra money.

Michelle Pacey, Brand Director Cotton On Womens, said this partnership is all about meeting their customers where they are at.

“At Cotton On, we’re seeing our Gen Z customer already thriving in the resale marketplace. ‘Financial literacy’ has become aspirational, stylish and shareable, thanks to platforms like TikTok. This generation doesn’t want to choose between saving money and living well – they want both.

“As well as delivering for our customer, this partnership is also one way we’re collaborating with industry leaders to develop circular initiatives as part of our sustainability strategy. We are all on a learning journey in the fashion industry when it comes to circularity and each partner brings different expertise to the table. By working together, we can test, learn and scale circular initiatives that extend the life of the materials and garments we make.”

Locally, Australians are embracing resale at record pace. According to Seamless’ 2024 National Clothing Benchmark for Australia, clothing reuse rose by 10% in 2024, equating to 650 million items nationwide. And eBay’s data shows that globally, the top reasons consumers buy pre-loved items include saving money (62%), sustainability (26%), and access to unique or unavailable items (25%).

Anne-Marie Cheney, Fashion Lead at eBay Australia said, “We believe the future of circular fashion is collaborative, and this partnership with Cotton On really brings that to life. It shows that when brands and marketplaces join forces, we can make a real difference. Together, we’re giving Cotton On customers an easy way to resell their pre-loved items, tapping into a global platform where a dress is sold every 60 seconds to help keep great clothes in circulation for longer.”

This innovative partnership was brought together by Seamless, Australia’s national clothing stewardship scheme as part of its efforts to accelerate the country’s transition to a circular clothing economy by 2030. As well as reflecting a growing demand for circular fashion solutions, the partnership also meets Cotton On’s Gen Z consumers where they are: online, socially conscious, and financially savvy.