Yaga, South Africa’s online marketplace for second-hand clothing, is set to expand into Kenya and Nigeria as demand for used apparel grows among eco-conscious and budget-savvy consumers.
Since its launch in 2020, Yaga has become a significant player in the South African second-hand fashion market, with nearly two million items sold for a total of 500 million rand ($28 million). The platform allows users to buy and sell pre-loved fashion items.
On Thursday, Yaga reaffirmed its commitment to growth and innovation in sustainable fashion. “Yaga remains dedicated to advancing the sustainable fashion movement,” the company stated.
As part of its expansion strategy, Yaga aims to enter other African markets, including Kenya and Nigeria. The move is driven by the growing interest in sustainable fashion across the continent.
Euromonitor International reports that high living costs and limited modern retail options in Africa are fueling the popularity of second-hand clothing. In Kenya, up to 80% of apparel and footwear sold are second-hand, while Nigerians frequently engage in buying and selling used items, with 10% participating at least once a week, according to Euromonitor’s Voice of the Consumer: Lifestyles Survey 2022.
Yaga notes that pre-loved items on its platform are typically priced 50-80% lower than their brand-new counterparts.