Hi, everyone. I'm Deb Watzer, FU's Vice President of Investor Relations and ESG Engagement. And joining me today are Josh Silverman, CEO Rachel Glaser, CFO and Gabe Ratcliffe, our Director of IR. We're excited to welcome you to this call to discuss the signing of an agreement to acquire Deepak. For your convenience, the accompanying slide deck has been posted to our website.
Once we are finished with Josh and Rachel's presentations, we will take your questions. Questions can be submitted via the Q and A chat window displayed on your screen. Feel free to use it at any time as we will remain open throughout the entire conference call. I'll be reading your questions and Dave will help me try to get to as many as we can. Please keep in mind that our remarks today include forward looking statements related to our potential addressable market, the potential impact of the acquisition of BPOP on our future performance and consolidated financial results, the anticipated timing of the closing of the acquisition of BPOP and the potential of BIPOP's business.
Our actual results may differ materially. Forward looking statements involve risks and uncertainties, some of which are described in today's press release and in our most recent 10 Q filed with the SEC on May 6, 2021, and which may be updated in future periodic reports we file with the SEC. Any forward looking statements that we make on this call are based on our beliefs and assumptions today, and we disclaim any obligation to update them. Also during the call, we'll discuss certain non GAAP financial measures. A reconciliation of non GAAP to GAAP measures is included in the investor presentation related to this call, which you can find on our IR website along with the replay of this call.
And with that, I'll turn it over to Rachel.
Thanks, Deb, and hello, everyone. As Deb said, we are excited to host this call to tell you more about our planned Acquisition of global fashion e commerce marketplace, Depop. The terms of the transaction were announced a few hours ago and I'll highlight a few key items now, which you can also see on slide 3. The purchase price is $1,625,000,000 primarily in cash subject to certain adjustments with respect to Depop's net debt and working capital. The valuation for this transaction is in line traded industry peers on a growth adjusted multiple of gross profit.
We have sufficient liquidity to fund the transaction. If you recall, as of March 31, 2021, we had $2,000,000,000 in total liquidity made up of $1,800,000,000 in cash, cash equivalents and short and long term investments and an undrawn $200,000,000 revolving credit facility in addition to cash, which we are generating this quarter. The transaction is currently expected to close during the Q3 of 2021. And importantly, As we have done with Reverb, Depop will remain a separately operated and branded marketplace run by its current CEO, Maria Rada, and her fantastic leadership team in London. Maria was promoted to CEO from VP of Operations in 2016 and has overseen its significant growth to approximately 400 employees in SLIDE's Global Offices.
We've been incredibly impressed with Maria and her team since we reached out proactively to get to know them nearly 2 years ago, and we respect their deep knowledge spanning international commerce, fashion and apparel, technology, and consumer brands. This deal was made because of the tremendous regard and shared values between our two companies. Our press release also provided some insights into Deepak's financial profile. Seen on Slide 4, 2020 GMS and revenue were approximately 6 dollars 50,000,000 $70,000,000 respectively, implying a take rate of about 10%. Similar to DCOP delivered impressive GMS and revenue growth of over 100% in 2020.
They've had a strong start to 2021 and we are currently and we currently expect the business to be accretive to our top line growth rate and modestly dilutive to Etsy's adjusted EBITDA margin. We'll plan to share more information in conjunction with our Q2 2021 financial results. I'll now pass it over to Josh to tell you more about Ethos.
Thanks, Rachel. Moving to Slide 5. In 2019, we laid out M and A criteria as part of our overall capital allocation Strategy hinged on being patient and picky to opportunistically find the right businesses fitting very clearly defined criteria. When looking at marketplace businesses, this includes identifying values and mission aligned companies with similar levers for growth. Those that expand our TAM and interesting horizontal or vertical categories or geographies are well positioned market leaders with organic authentic brands and a strong track record of growth and share our capital light peer to peer operating model.
And of course, we always want to purchase that business for the right price With strong conviction that we have the management bandwidth and expertise to help it grow and succeed utilizing our value creation roadmap. These criteria apply to Reverb and now we think Depop also fits the bill and we couldn't be more thrilled to add this business to We've long admired Depop and believe that they are a particularly excellent fit for us, which is why we began our courtship of them in 2019. Depop is a vibrant, 2 sided, mobile first marketplace with a passionate community, a highly differentiated offering of unique items, And we believe significant potential to further scale. As Rachel said, their world class truly global management team and employees have done a fantastic job this community in a way that is well aligned with Etsy's DNA and mission of keeping commerce human. We are values aligned businesses I believe in supporting creative entrepreneurs, fostering human connection and making a sustainable impact in the communities we serve.
And the strategies and levers for growth Are so similar to Etsy's. Depop is already a well known Gen Z focused brand in one of the most exciting spaces in e commerce resale. And it's an incredible business within that space. As we'll talk you through today, Depop is an organic Authentic consumer brand. While smaller in scale than some of its peers, we believe Depop punches above their weight in growth rate, the strength of its brand, User engagement, organic traffic and unit economics.
As I've said many times, 2 sided marketplaces are lightning in a bottle And Depop appears to have captured that very rare spark. We believe that Depop has the most engaged community of any resale platform, which in our book makes it the most special. Since its founding in 2011, Depop employees have been active participants in all manner of independent creative entrepreneurship, Making the marketplace home to millions of buyers and sellers, including stylists, designers, artists, collectors, vintage sellers and of course sneaker Goods. Sharing Etsy and Reverb's peer to peer business model, Depop is an early stage business that has already begun to scale globally, At where we believe we will be able to leverage our value creation roadmap to drive further growth and profitability, we think that this is ideal timing for us to acquire this Last year has shown us all a lot and one thing is crystal clear for me. We have a long runway of growth at Etsy as well as at Reverb Given how small we are as a percentage of overall retail.
Now we're adding another highly differentiated early stage marketplace to our portfolio, Our house of brands featured on Slide 6. We plan to run each marketplace individually with strong leadership at the helm, Enabling each to retain the value of its brand and community. Yet, these marketplaces are deeply connected at their core, allowing passionate users to be sellers and buyers, build businesses and form human connections that extend beyond transactions. Each of our 2 sided marketplaces is a leader in its respective category, offering non commoditized special merchandise, But they share a common set of needs such as a payments platform, performance and brand marketing, Martech capabilities, A trust and safety program and sophisticated search to name just a few. We believe we can add value across each of these areas and are well positioned to do so.
Our investment thesis borne out by our experience with Reverb is that we know how to scale differentiated Special marketplaces really well and that by sharing our knowhow in product development, marketing and technology, We can over time drive accelerated GMS revenue and profitability making the whole of Etsy greater than the sum of its parts. Moving to Slide 7. A couple of years ago, we outlined our total available market opportunity for Etsy And 2020 proved to us that we are sitting on an enormous TAM where Etsy is competing for consumer wallet share with some of the biggest household names in retail. Within that opportunity sits the largest sector, apparel, where etsy.com did about $1,000,000,000 in GMS last year. While $1,000,000,000 was a great milestone for Etsy, Depop is expected to significantly increase our footprint in apparel, a category which Euromonitor forecasts to reach $543,000,000,000 by 2025.
So clearly, we have lots of room to build our position And what is widely regarded to be a high frequency category where we believe consumers often start their purchasing habits. There has been no shortage of attention to the rapidly growing REITs resale sector projected to reach $64,000,000,000 in the U. S. By 2024, growing at a projected nearly 40% CAGR over the next 5 years as seen on Slide 8. This is truly astounding growth compared with traditional fast fashion, which generally grows in the single digits.
Among the trends often highlighted in driving this phenomenon are younger consumers who've stated the concept of sharing over owning. Consumers desire to access used goods at a discounted value price, the rise of the digital consumer and environmental consciousness. Let me highlight why we think Deepak is a gem within the resale space. Why do we love Deepak? Seeing is believing.
I encourage you to spend some time on the website and download the app. Actually, you may want to solicit the help of a teenager as you'll Probably find many teams in your community are already passionate about Depop and see it as very distinct from other resale brands. Depop is primarily known for its vintage, streetwear, 1 of a kind and Y2K fashion. But beyond the merchandise, You'll see a company that has captured the essence of the creative, hustling, connected next generation consumer and their commitment to people and planet. You'll see partnerships and praise from all corners of youth culture, celebrity and influencers alike.
To quote Depop's CEO, Maria, The Depop community is made up of people who are creating a new fashion system by establishing new trends and making new from old. They come from the close, but they stay for the culture. Non consumers are adopting secondhand fashion faster than any other audience. And as we've seen on Slide 10, approximately 90% of DPOS active users are under the age of 26. This transaction deepens our connection with the younger consumer known to be trendsetters reaching the next generation in a very meaningful way.
According to third party research, Depop is the 10th most popular shopping site among all teams in the U. S. And in 2020, Buyers on the platform made approximately 6 purchases a year. According to survey data, nearly half of Gen Z consumers value self expression. 90% believe firms should address societal and environmental issues and 50% want to start their own company.
Deepak addresses these trends head on by supporting and celebrating the richness and diversity of its community with the commitment to carbon neutrality by the end of this year And by laying out a detailed sustainability plan, Depop is also striving to create a trusted, safe and secure experience for its community of young entrepreneurs Wise and Growth. As a result, according to its monthly brand surveys, Depop has high prompted awareness for the Gen Z demographic. As for Etsy, every seller on Depop has a story and a story worth sharing. Many begin by selling clothes from their own wardrobes. They're mobile natives.
For casual Deepak users, small scale sales are often enough. It's today's version of the paper route. For others, selling on Depop can become more. They understand the power and value in sharing their particular tastes with the world. They create inventory and generate a following.
Sometimes it becomes a full time gig. For example, there's Internet Girl Who took a break from school in Canada using the app to become a serial fashion entrepreneur at the age of 24. And there's at Lads Kazim, who credits his Depop shop for helping him move from homelessness to being a top U. K. Vintage fashion trader.
These seller stories are all about special. They inspire all of us just as our Etsy and WeBuild seller stories do And we're excited to share our learnings to help them grow and succeed. To give you a bit of background on Deepak's roots, Depop was founded by Simon Beckerman, co founder of an independent Milan based culture magazine and it was originally a social network where readers could buy items featured in the After realizing that Deepak needed a selling function, Simon re envisioned the app as a global marketplace, A mobile space where you can see what your friends and the people you're inspired by are liking, buying and selling. The app hit a milestone of 1,000,000 users in 2014 and then refocused the business on fashion and the influential Gen Z consumer. After starting first in the UK and moving into the US and Australia, Depop now has a loyal community of approximately 30,000,000 registered users Across nearly 150 countries.
And Depop has been growing significantly faster than its resale peers and even faster than Etsy's own substantial growth Without yet the benefit of meaningful marketing investments. Moving to Slide 13, how has Depop grown so fast in such a short period of time? Similar to how Etsy tapped into the needs and values of its community in its early days and continues to do so today, Depop has as well. They've created a generationally aligned, highly curated, engaging and visual first selling and buying experience featuring One app for both buyers and sellers, a visual first user experience with video enabled listings, multiple jumping off points for Discovery Featuring both human and machine driven journeys, human connections through comments, messages, favorites and follows, Ease of use for sellers with the ability to offer free shipping and bundled discounts as an example, all resulting in an engaging, intuitive, Inately social and connected experience. Depop is still in the early days of its product development journey.
We're excited about their roadmap for continued innovation And we can't wait to dive in and learn from DeepOps experience to benefit both Etsy and the retail marketplaces. Deepak's product experience has led to strong engagement among its user base shown on Slide 14. And frankly, this is one of the parts of their story we are most excited about. As of the end of 2020, Depop's active buyer and seller base has grown to $4,000,000 $2,000,000 respectively, With 49% being repeat buyers and 75% in GMS coming from existing cohorts, These metrics are encouraging for a company of Depop's size and scale, but we believe their engagement flywheel is best highlighted by the percentage of sellers that are also buyers. This metric is 74% for DeepHub, which leads the resale industry.
To reiterate, what's most compelling for us is that the strong foundation created by these KPIs was built organically with relatively little marketing investment. Rachel will now tell you a little bit about how we see the go forward business opportunity for Depop.
Thanks, Josh. Moving to Slide 15, Depop is a true two sided marketplace similar to Etsy and Reverb. We love these businesses. We'll now have another marketplace to love and I'll take a minute to share why. 2 sided marketplaces are, as Josh said earlier, like lightning in a bottle.
As we all saw last year for both Etsy and Reeburn, we benefit from not having certain risks associated with traditional retail such as managing physical inventory, warehouses and logistics or forecasting styles and trends. Consequently, we have a highly variable cost structure which provides ample opportunity to drive growth, profitability, or both. These types of businesses are generally high gross margin, capital And don't need to tap the balance sheet to organically fund the business. And we anticipate Depop to be similar featured on Slide team. The marketplace has a natural flywheel that accelerates as the community expands and one that will get extra amplification from its strong content team.
With more sellers, new and engaging content, and a larger user base, this virtuous cycle can manifest into incremental GMS. With under 10% of Depop's GMS coming from paid marketing, we are extremely excited to share Etsy's learnings on performance marketing, Compare notes on our MarTech stack and consider how brand marketing might also be incorporated at the right time to further accelerate brand awareness and the marketplace flywheel. As we dive deeper into the business, we see a tremendous opportunity to invest and drive growth, which I'll touch on more in a moment. We believe Depop's core user demographic is a huge untapped opportunity and see plenty of room to expand the seller and buyer community. When looking at the Gen Z and millennial demographic in its largest two markets, the US and the UK, there are a significant number of consumers aged 15 to 34 open to buying or selling secondhand items online.
Decomp estimates this to be approximately 20 times their current buyer space, a large base to draw upon as we elevate the brand in both regions and beyond. We believe we have a proven playbook for creating value for acquired businesses. Our approach is fairly simple. We explore the right value added services to drive monetization combined with focused improvements to the on-site product experience that can expand the conversion rate. We believe that together, these efforts can drive lifetime value higher and enable us to invest more in marketing to drive traffic and brand awareness at similar or better returns.
With more efficient marketing, the marketplace gets bigger. And as we've always said, 2 Sendin marketplaces get better as they get bigger. With Reverb as a case in point as shown on slide 18, operationally, it is now set up for tasked with a more efficient approach to marketing, a disciplined product development culture and a more stable infrastructure to leverage. And as two proof points of Reverb's success, gross margins have expanded to 53% in the Q1 of 2021 And GMS for marketing dollar has also grown significantly as you can see from the chart. Over the past year, Etsy has converted nearly 100 bringing cash flow to free cash flow while investing heavily in the business to drive growth.
We believe this demonstrates the strength of our disciplined and rigorous approach to evaluating growth Investments as we drive for positive ROI. We believe with scale, each of our marketplaces can deliver similar trends in profitability over time. Similar to Etsy and Weber, we see so many opportunities for Deepak to expand the brand globally, invest in product experiences, expand marketing strategies and investment, and grow value added seller services. To give you just a few examples of how we see working with the Deepak team, We'll be sharing our attribution marketing know how to help them build a profitable performance marketing program, reviewing some of our most successful product wins such as how we have improved se.com search experience and other approaches we have used to drive increased conversion rates, evaluating opportunities to provide more value added seller services like advertising on and off the marketplace. And we'll be developing disciplined investment strategies to of the brand globally where we see ample room to expand from here.
We plan to leverage Depop's strong organic base and work to capitalize on macro trends shaping the future of e commerce. The shift from offline to online, the growing importance of resale, and the influence of social. We believe Depop is well positioned to take advantage of a massive opportunity in the retail market and will bolster their ability to do so. With that, I'll turn it back to Josh for closing comments.
Thanks, Rachel. Etsy's mission is keeping commerce human And I think that matters now more than ever. In a time when buyers are thinking a lot about what they're buying and how it aligns with their values, Etsy stands for something that has meaning. We'll now have a house of brands where each individual business stands for something different and meaningful, built on a foundation of marketplace expertise with Tremendous potential to unlock further growth and I've never been more excited about what lies ahead. I hope that by now you know that we take a very disciplined approach to all of our investments, organic and inorganic, while continuing to focus on executing our long term strategy and keeping our eye on the prize.
We have tremendous conviction about this deal and the value we can deliver to our various stakeholders by bringing Deepak into the Etsy family. And with that, I'll turn it over to Deb so he can take your questions.
Great. Thanks, Josh and Rachel. First question comes in from Eddie Rynla from KeyBanc. Depop has very targeted psychographic. How willing are you to expand it over time to tap into the growing resell opportunity?
This for you, Josh.
Hey, Ed. Thanks for the question. First, that's really a question that we'll cover with Maria over time Your team at Depop is they're going to continue to be the ones in charge of running this business. As you know, I love Focus. And Why do I think that Depop has been so enormously successful in this space where there are many competitors?
I think it's because of their focus and in this case they're focused On Gen Z, they have really been exclusively focused on serving that demographic. They know it incredibly well. They Speak to that demographic. And if you go and you talk to any of the Gen Z folks in your community, I think you're going to find a high percentage of them know Very passionate about Depop and would not put Depop in the same category as other retail players. And I think that's because of the focus and dedication.
And when we look at the Gen Z demographic, a couple of things I'd point out. It's 1 quarter of global workforce already. It's projected to be 1,300,000,000 members of the workforce by 2,030 are part of Gen Z. So this is an enormous Demographic and it's the trendsetter demographic. It's the aspirational demographic.
I can remember a time when Venmo Was niche because it was very young people and those people grew up. And Venmo is a very big business now as it has followed that one Generation at one demographic as they've entered the workforce and their spending power has grown. I see similar potential here with Deepop. I do think that there might be an opportunity for category expansion. The focus right now is almost exclusively clothing.
And I can imagine that Gen Z people as they grow up We'll have other needs as well. But we think that the market that they're focused on right now is enormous and they're relatively lightly penetrated as it is.
Great. Thanks, Josh. Okay. Next one is from Maria Ripps at Canaccord. Rachel, I think we'll start with you on this one.
With CPAP's take rate already at approximately 10%. Are there any services that are available on Etsy that are not yet on Depop but can be extended to Depop to for sellers even more functionality.
Hi, Maria. Great question. So the primary seller services That they have in addition to their transaction fees is shipping and payments and they're right now outsourced to a third party provider, which is Stripe. So we will as Josh I've said a number of times now that they're going to run their business independently, but we're going to be very excited to share best practices and learnings from our own seller service and take rate growth. And we'll, you know, over time, we'll see, we're sticking to our credo of fair exchange of value to see where there might be additional services that are at his dollars.
And we'll go from there.
Great. The next one is from Laura Champine at Loop. Josh, I'll kick this on to you. Why is the timing ideal now given that Depop's growth was accelerated by the pandemic last year?
So we've been getting to know them for almost 2 years now. And also we get a ton of inbounds of companies that are in a that are running an auction that are kind of looking to get bought. We are patient and picky and we have a very clear set of criteria that we're looking for. We proactively reached out to Depop. We've been tracking and following Depop because we've been so impressed with the organic growth The city of that brand and frankly the culture and values fit with Etsy.
And over a period of time getting to know each other, we got the management team confident that we can really help And grow their community and that Etsy can help enable even better growth and success for all of their Stakeholders and so the time is right for us to conclude this transaction. In my experience, There's companies can be in a mode where they kind of feel like they need to go and buy something and I'll buy whatever I can in the next 3 to 4 months To fill some kind of need, in my experience that usually doesn't end well, a better place to be is to have a clear set of Criteria for what you're looking for, be patient and picky and then opportunistic. When the right deal comes around, you buy it. If it's at the right price, if you've got the bandwidth to do it and if it's a great fit relative to what you've been thinking about, I think that's That's a better strategy and that's the strategy that we've executed in this particular deal.
Okay. Next This one is from Marvin Fung at BTIG. I'd like to dig deeper into your House of Brands terminology and what this might mean, for how Etsy will evolve. Deepak clearly pushes Etsy into new areas of e commerce.
I was curious about what
your philosophical guardrails are regarding future acquisitions. And I'm interested if you might acquire businesses that aren't marketplaces. Would you consider taking on net debt if the right acquisition came along? I mean Josh, you want And Rachel could maybe add on to that a little bit.
Yes. We have some very clear criteria. So first, It's got to be well aligned with our mission of keeping commerce human, which means a peer to peer marketplace We're selling non commoditized goods, special inventory first. 2nd, it's got to be aligned with our business model. It's a capital light business model.
We like our business model. We know how to execute our business model. To the point of non marketplaces or other things like that, that's not Currently something that's in scope. That's not what we envision when we mean House of Brands. We mean peer to peer marketplaces that serve a very particular community and where their brand Stands for something unique and special.
So with Reverb, we have that in the musical instrument category. With Etsy, we have that in handmade and vintage. And now with PPOP, we have that with Gen Z and Fashion. And so that's what we mean. The next criteria is That we believe we can have a lot of value, that we believe that when we look at the capabilities they're building and what it takes to unlock growth in the next phase, Etsy's Expertise can be a real value add.
And what we saw with Reverb is that our know how and expertise alone could unlock a lot of value. We were able to Help them to significantly increase gross profit and then take that gross profit and reinvest in marketing more efficiently in order to further We may over time be able to create shared platforms. There's a lot of platforms that these different businesses need, which could potentially be shared in time. But we really need to do the work to make sure that the effort is worth the payoff and that the Independent brands would be able to have a sufficient independence to be able to continue to operate independently and chase their own missions and visions. So that's work to be done.
What where we are confident is expertise alone through our value creation playbook Can unlock a lot of value. And then the next criteria is that we can buy the business at a fair price and that we have the bandwidth to execute it And to give it the attention that it deserves. And so those are the criteria we look at when we evaluate opportunities. And again, we're patient and picky. We think Reverb worked out pretty great.
And we're really excited about the perfect set.
Yes, let me just jump in a little bit. One thing I want to add and a little bit responding to the Question that Laura had just before this one. We the point Josh has made about Paying a fair price. When you look at the comps in this specific industry On a and you look at the gross profit on a growth adjusted basis, we feel like we paid a very good price for this company. So we always look at things with expectation that we're going to get a good return on the investment that we've made.
So That is one thing we feel pretty strongly about on all of the potential future partnerships that we might to enter into. On our balance sheet, we've always talked about three uses of capital. We talk a lot about, we love our marketplace model We're highly cash generative. So we're generating cash all the time and we're able to find a lot of primarily our organic Investments don't come off the balance sheet. They're things that we can invest in on our with our own capital that we generate such as our marketing investments and the investment in our infrastructure migrating to the cloud.
We also use our balance sheet to return capital to shareholders and we've been good stewards of that and have been done some share repurchasing We're to offset the dilution created by the equity we give to our employees as part of their compensation. And we'll continue to do that. So we really feel that we have a strong balance sheet that we'll continue to look to balancing operating cash flow with uses of capital on one of the one of these forms of investment that we've demonstrated in the past.
Okay. Thanks guys. Next one is from Naved Khan from Truist. How much of Depop's revenue is coming from advertising?
Right now, they don't have advertising revenue on their platform. So that's an example of the kind of value added service that we could consider. Etsy Ads on-site and off-site ads program off of Etsy have both been very powerful levers for Etsy. They're very aligned with the Seller community, they allow sellers to pay for prominence. So it's not 3rd party ads on the site, it's 1st adds on the site and it's made the product experience better and the seller experience better.
Reverb has had great experience with its Bump product, which is Similar to Etsy's on-site ads and Etsy has been advising Reverb on how we can think about continuing to That product. So that's a good example of the kind of value added service that Deepak might consider going forward and where Etsy would have a lot of experience to help guide
Great. Thank you. The next one is from Yigal Aronian from Wedbush. The first part is regarding valuation, which we already covered. The second part I wasn't really focused on the growth.
So do you expect to see continued material growth this year off of the COVID comps for this business?
We haven't issued guidance beyond the Q2 for Etsy and we're not issuing guidance at this time for Depop. We feel great about the Deepak business. We think their track record is super impressive. We think they're chasing a very large opportunity and we think we're well positioned to help them. I don't think we have more to say at this time in terms of future guidance on DeepHub.
That's correct. And we did talk about the growth that they saw in in 2020. And of course, we've talked about Etsy growth significantly. We don't expect to close the deal until this Q3. So we'll talk a bit more we'll give a bit more color on our Q2 call that probably won't be talking about forward guidance Thanks for them until we're closed.
And we also did give their 3 year CAGR at 80% as well So, next one is from Shweta Kajuria from Evercore ISI. Could you talk about buyer retention and purchase frequency trends on Depop's platform beyond the 1st year. Rachel, you want to start with that one maybe?
Yes. So, one of the things we love about CPOP is their very, very engaged audience and the significant amount of, buyer retention that they have, which is actually Stronger, stronger than Etsy. And they're they also one of the things that we see is very high frequency, which is stronger then Etsy. So their cohorts are amazingly strong providing all of that organic growth that Josh talked about with very little investment in marketing to drive that frequency once they're in there, they're highly engaged and they stick around for a while.
And a couple of metrics I'd throw there. 75% of GMS comes from existing buyers. The average active buyer about 6 times last year and their monthly active user base on their app visited 40 times per month. So this is really a highly engaged and sticky community, which is one of the things that we found most attractive about DeepHub.
Okay. Next one is from Nick Jones at Citi. Can you touch on what kind of tech debt Depop has relative to Etsy and what kind of investments might be needed to move Depop onto Etsy's tech stack. Josh, you want to take that?
Yes. We think that the engineering team at Depop has done a great job and it's a well managed platform. Every tech company has Some level of tech debt, the day after you launch the code, there's some new greater better way to do the same thing. It's the nature of the industry. But we think that they've done a great job.
We are comfortable with our architecture and with the quality of the team, which we think is very high Caliber, we do not plan to migrate Deepak onto an Etsy platform. In my experience, you slow down a lot and you lose a lot of flexibility in doing that. So, Depop has a strong platform. We expect They will continue to run independently on their own platform. There may be an opportunity for us to create shared platforms in certain areas.
And that's definitely something that we're going to explore between Reverb, Etsy and Depop and see what those opportunities might be, what it would take to build them. And I think that over time we might well see those come to life, but it's not something that we expect to do necessarily right away, Nor is the deal valuation predicated on that happening or being successful.
Okay. And next one is similarly regarding sort of Product Investments. It comes from Martin Fong at BTIG for the follow-up. With Etsy's many years of investment in search, there would seem to be an area that we can immediately help Deepak with. Could you talk more about your plans to improve search and discovery on Deepak and what the opportunity there to lift Conversion Links.
Yes. We agree that search and discovery is a great example of the kind of common Challenge that all two sided marketplaces face. And like Etsy, Depop has millions of items that Are unique and don't easily knock the catalogs. And that's the kind of thing where we have a lot of expertise and where we're really I did to partner with Deepak and the Deepak management team has been really excited to partner with us. So we think a lot of the machine learning models and a lot of the Expertise we've gained in how to expose search differently are the kinds of things that the Deepak team is really excited To lean into, we've also made a lot of progress at Etsy on product discipline around how to drive conversion rate.
One of the things that can really improve the buyer experience in order to convert visits to purchases, and while Depop does a great job of that today, we think there's an opportunity to do a lot More and there's a lot of learnings we have at Etsy that could be ported over to Depop in a really relevant way. And the advantage of both of those, search and discovery and conversion rate driving UI, both of those do a better job of converting visits To purchases, which makes your marketing more efficient. So that makes the value of the visit higher, it makes the lifetime value higher Aaron, it allows you to invest more in growth. So it's that positive flywheel. How do we help them convert their visits to purchases?
How do we help them to improve their buyer frequency? And in doing so, increase the lifetime value of a visit and a buyer, which allows us to invest even more in marketing, which allows the flywheel to spin faster. And that in a nutshell is the kind of value creation playbook we've executed at Etsy, we've executed at Reverb and we think we can partner with Depop to execute there
Great. Next one is from Darren Ahasai at Ross. How much overlap is there and Deepak and Etsy's installed base of buyers or sellers.
Etsy has A fairly large buyer base, but still small in the grand scheme of things. And Depop has 30,000,000 registered users across The U. S, the UK and Australia with 4,000,000 active buyers and 2,000,000 active sellers, so still lightly penetrated in the grand scheme of things. So there's a little bit of overlap, but fundamentally the core demographic of Etsy is very broad. The average age of our seller is 39 And 90% of Depop users are age 26 or under.
So Depop is really laser focused on the Gen Z demographic. It's great. We think that's been a huge underpinning of their success. And this is going to really allow Etsy Inc. To deepen its penetration in Gen Z, which we think is a really exciting, really Important demographic to reach.
And so we do think that this significantly expands Etsy's reach into a really key demographic.
Okay. From Jason Helfstein at Oppenheimer. Take rates to the seller can for Depop can net around 30 since after 3P shipping and payment fees. If you can bring scale and efficiency, do you pass more of that to the seller, buyer or to shareholders?
Deepak's average take rate is about 10%. And we think there's a fair exchange of value because The product is working. They're attracting a lot of sellers and a lot of buyers and those sellers and buyers are really sticky. And the The company is growing really fast and it's doing so organically. And we think that's a great example of it's a great proof point that the business is working.
As we look at fair exchange value going forward, we can look at other value added services that sellers might like and other ways to grow the value for both the sellers And the buyers, that's always been our focus at Etsy. How do we make the experience even more compelling for sellers and really fair value for buyers? And we're excited to partner with VPOP to continue to have those conversations there as well.
And I was just going to add one of the comments We talked about in our prepared remarks was we look at the flywheel and you saw us do it with Etsy now multiple times where When we can find that fair exchange of value, whether it's more services or a different fee structure, we've reinvested back in the marketplace as the first order of business so that we can rather than flow it through to EBITDA. So when we did Etsy's price increase, we reinvested that so that we could spend more on marketing because we've now had a higher lifetime value and Consequently flowed a very small percentage of that through to EBITDA initially, but over time that flywheel does generate much more operating income. So That's our model for SE Inc. And that would be some of the learnings that we would want to share and discuss with, Depop as we grow.
Okay. We touched on this one slightly, but it's I'll give it anyway because it's a little bit different spin from Yigal Aronian from Redbrushed. In In the slides you wrote that apparel as a high frequency category can build the foundation for customer habituation. Can you leverage Depop and audience to drive buyers, sellers and frequency on to etsy.com as well.
I'm sure there's a lot we can learn from Depop. We really Admire the way they do discovery at Depop. We've talked a lot about at Etsy being a very sort of search driven experience where you need to know the words to enter into a Search engine and Depop is a really visually led experience. They really leverage videos a lot, which we've talked about at Etsy. They really leverage providing recommendations and inspiration.
And they do a really nice job And doing human curation as well as machine curation. And so there's a lot that we think we can learn from Deepak that can make Etsy better And the Etsy marketplace better. What we don't anticipate is trying to merge these 2 communities into 1. Etsy stands for something very distinct. It's Handmade and it's vintage.
Reverb stands for something very distinct. It's musical instruments. And Depop stands for something very distinct. It's fashion Apparel for Gen Z consumers. And so when you come to each of these brands, you know exactly what you're getting and they're going to do that super, super well.
We think that's really important. But we do think there's a lot of shared learnings that can make each of these businesses stronger and there may be over time shared platforms as well to unlock even further value.
Great. A couple more here. So a follow-up from Darren Aftahi from Ross. The resale business seems highly competitive. What do you believe are the barriers to entry to this business and how do you continue to differentiate with the go forward strategy?
Josh, that sounds like one for you.
Sure. Yes, there are a number of people in resale and many well funded several well funded folks in resale and yet Depop Has seen explosive growth in their space and has really built a brand that's highly distinct from everyone else, Growing 100% last year on the back of very strong growth in 2018 2019 as well and doing it with very, very little marketing, To me is a sign that they're doing something really distinct, really powerful and really valuable. And I think in the case Of Depop, what they're doing is they're focusing very much on one demographic, which is Gen Z and the fashion and taste that appeal to Gen Z. The kind of people that are going to Depop, when you talk to their customers, they wouldn't put Depop in the same category as many of the other folks. That's where my mom would go.
They see Depop as something that's built just for them and very Special. And I think that is why they've been so successful because they focused on one thing and they've done it super well. And that one thing happens to be in a really massive opportunity in a really big space.
Okay. Great.
And then one from Alexia Tanika. So Leah said that right, DA Davidson. The acquisition fills the void in your clothing assortment, for these merchandise well. How should we think about your willingness to offer used merchandise that is advantage across all categories? For example, you already offer used musical instruments at Reeburg.
So Etsy stands for something distinct and it's really important that the Etsy brand stands for something. And so when you're buying on Etsy, you're buying from a Person who made or designed the item or it's vintage, meaning it's 20 years old. So finding a 5 year old pair of Distressed jeans that will mass manufacture is not what Etsy stands for. It doesn't mean it's not valuable. It doesn't mean there isn't a market for it.
Steve is not what the Etsy brand stands for. So that's why bringing another brand into our house is so powerful because that might be a really cool Made in Japan with custom applied patchwork that's super hip and super trendy and 19 year olds in the United States would kill for it. There's a real market for that stuff. And that's where Depop lives. And that's how Deepak expands our appeal without diluting our brand.
I think what we can't try to do is try to have one brand be everything to everyone. There's one of those Called Amazon and I don't think the world needs another one of those. There's a lot of people out there trying to build another Amazon. I don't think the world needs one of those. What we're doing is we're building brands that are very purpose built to very specific needs that stand for something unique and compelling and different.
Brands that are important enough that you're going to remember them and go there organically, and we think Deepak is a perfect fit in that way.
Okay, Josh, that actually is a great way to end. There are no more questions in the queue. So with that, I just want to thank everyone for their time this morning. Please let us know if you have any follow-up questions and we will talk to you all very soon. Thanks so much.
Thank you.
Thanks everyone. Thank you for joining us today. You may now