Compare Real Profits: Depop vs TikTok Shop
KamDar shows you which platform actually makes more money after all fees and effort.
The Battle for Gen Z Fashion Sales
TikTok Shop launched in the UK in 2023 and has rapidly gained traction among fashion resellers. With its viral potential and engaged young audience, it's being positioned as a serious challenger to established platforms like Depop. But does the hype match the reality for UK resellers?
The Numbers (UK Market 2025):
- TikTok: 23+ million UK users
- Depop: 3 million UK monthly users
- Average TikTok user age: 16-24
- 90% of Depop users under 26
- TikTok Shop: Launched September 2023
- Depop: Established 2011 (mature platform)
- Both targeting Gen Z fashion market
- Social commerce is growing 30% annually
Platform-by-Platform Breakdown
Depop
Strengths:
- • Established fashion-focused audience
- • No video content required
- • Simple listing process
- • Strong vintage/Y2K market
- • Built-in social features
- • Proven track record for sales
Weaknesses:
- • 10% selling fee (significant)
- • High seller competition
- • Algorithm favouritism issues
- • Limited viral potential
- • Smaller UK audience vs TikTok
- • Requires styled photography
Best For:
Curated vintage pieces, designer fashion, Y2K items, and sellers who prefer photo-based content over video creation.
TikTok Shop
Strengths:
- • Massive viral potential
- • Huge engaged audience (23M UK users)
- • Algorithm can boost unknown sellers
- • Live selling features
- • Lower fees (5% vs Depop's 10%)
- • Integrated shopping experience
Weaknesses:
- • Requires video content creation
- • Algorithm-dependent visibility
- • Time-intensive content needs
- • Newer platform (less established)
- • Competition from influencers
- • Content creation learning curve
Best For:
Trendy fashion items, sellers comfortable on camera, those who can create engaging video content, and businesses targeting Gen Z buyers.
Real Fee Comparison: £50 Item
| TikTok Shop | 5% | 2.9% | £46.05 | 7.9% |
| Depop | 10% | 2.9% | £43.55 | 12.9% |
TikTok Shop Fee Advantage:
On a £50 sale, TikTok Shop gives you £2.50 more profit than Depop. Over 100 sales, that's £250 extra - but only if your items actually sell at the same rate.
Audience & Reach Comparison
TikTok Shop Audience
- • Size: 23+ million UK users
- • Age: Primarily 16-24 years old
- • Behavior: Impulse buying, trend-driven
- • Discovery: Algorithm-based content
- • Engagement: High, but short attention spans
- • Purchase intent: Medium (entertainment-first)
Depop Audience
- • Size: 3 million UK monthly users
- • Age: 90% under 26 years old
- • Behavior: Fashion-focused, sustainable shopping
- • Discovery: Search + social browsing
- • Engagement: High purchase intent
- • Purchase intent: High (shopping-focused)
Time Investment & Content Requirements
Depop: Photo-Based Selling
Content Creation:
- • 4-10 styled photos per item
- • Written description
- • Hashtags and styling
- • Time: 10-15 minutes per listing
Ongoing Effort:
- • Respond to messages
- • Share/refresh listings
- • Follow/unfollow for exposure
- • Time: 5-10 hours per week
TikTok Shop: Video-First Selling
Content Creation:
- • Video content (15-60 seconds)
- • Trending audio/effects
- • On-camera presence
- • Time: 30-60 minutes per video
Ongoing Effort:
- • Regular content posting
- • Trend monitoring
- • Live selling sessions
- • Time: 10-20 hours per week
Real Seller Performance Data (UK 2025)
Based on surveys of 500+ UK fashion resellers across both platforms:
Average Monthly Performance
Success Factors
Depop Success Rate:
65% of sellers make consistent sales
TikTok Success Rate:
35% of sellers make consistent sales
Key Difference:
TikTok has higher potential but lower consistency
What Sells Best on Each Platform
TikTok Shop Winners
- • Trendy, viral fashion items
- • Items that look good on camera
- • Affordable price points (£10-40)
- • Beauty and accessories
- • Items matching current TikTok trends
- • Bundle deals and seasonal items
Depop Winners
- • Vintage and Y2K pieces
- • Designer and premium brands
- • Unique, one-off items
- • Carefully curated collections
- • Items with styling potential
- • Higher value pieces (£30-150+)
The Hybrid Approach: Using Both Platforms
Many successful UK sellers don't choose between platforms - they use both strategically:
Smart Multi-Platform Strategy:
- TikTok Shop: For trendy, lower-priced items and building brand awareness
- Depop: For premium pieces, vintage items, and consistent income
- Cross-promotion: Use TikTok to drive traffic to Depop for higher-value sales
- Content repurposing: Turn Depop styling into TikTok content
- Audience building: Build following on TikTok, convert on multiple platforms
Which Platform Should You Choose?
Choose TikTok Shop If You:
- • Are comfortable creating video content
- • Have time for regular content creation (10+ hours/week)
- • Sell trendy, photogenic items under £50
- • Want to build a personal brand
- • Are patient with inconsistent sales initially
Choose Depop If You:
- • Prefer photo-based content over video
- • Sell vintage, designer, or unique pieces
- • Want more predictable, consistent sales
- • Have limited time for content creation
- • Focus on higher-value items with better margins
Future Outlook: What's Coming in 2025
TikTok Shop Trajectory
- • Rapidly growing UK user base
- • More seller tools and features
- • Increased competition from influencers
- • Potential fee increases as platform matures
- • Integration with TikTok advertising
Depop's Response
- • Adding video features to compete
- • Focus on sustainability messaging
- • Enhanced seller tools and analytics
- • Possible fee structure changes
- • Strengthening vintage/premium positioning
Tracking Your Platform Performance
The biggest mistake resellers make is not properly tracking which platform actually makes them more money. TikTok Shop might have lower fees, but if you spend 3x more time creating content and sell half as many items, Depop could be more profitable.
Essential Metrics to Compare:
- Total time invested per platform (content creation + management)
- Number of sales per month
- Average order value
- Actual profit after all fees and costs
- Return on time invested (profit per hour)
- Customer lifetime value and repeat purchases
This is where KamDar becomes invaluable for multi-platform sellers. Instead of manually tracking performance across different platforms, KamDar automatically calculates your true profitability from both Depop and TikTok Shop, factoring in your time investment, all fees, and helping you optimize where to focus your efforts.
Bottom Line Recommendation:
For most UK resellers in 2025, the smart approach is testing both platforms with different types of inventory. Use TikTok Shop for trendy, viral-potential items under £40, and Depop for premium, vintage, or unique pieces over £30. Track your real profitability on each platform and double down on what works for your specific products and time availability.
Platform features and fees change regularly. This comparison is based on February 2025 data. Always check current terms and test both platforms to see what works for your specific products and selling style.