Running branded resale in the UK

Facts checked: 2026-11-08. Written by: The Fashion People.

Short answer. A UK brand can run resale under its own name or sell second-hand stock on a marketplace such as Vinted. If customers sell to each other through your resale shop, UK rules in force since 1 January 2024¹ may require the platform operator to collect and check seller details and report them to HMRC by 31 January¹ each year. Sellers getting a total of 2,000 euros or less (approximately £1,700) for fewer than 30 sales of goods in a year² are not reported. Settle early who is the platform operator: your brand or your resale provider.

HMRC reporting when customers sell through your shop

The rules cover digital platforms that let sellers sell goods or services to buyers. The platform operator collects specific details about each seller, checks them, and sends them to HMRC once a year, for the previous calendar year, by 31 January¹. A branded resale shop where your customers list their own pieces can be that kind of platform.

Many of your sellers may never be reported. HMRC does not require reporting of sellers getting a total of 2,000 euros or less (approximately £1,700) for fewer than 30 sales of goods in a year². A customer who sells a few jackets a year stays below that line; a reseller who buys pieces to sell them on may not.

Who is the platform operator in brand resale

When a provider builds and runs the resale shop under your brand, the answer depends on the contract and on who operates the platform day to day. Ask your provider to say in writing who registers as the platform operator, who collects and checks seller details, and who files the report.

Sales of your own stock through the same shop, such as returns and past seasons, raise different questions, because there your business is the seller. Keep the two flows apart in your records from the first day.

Vinted Pro in the UK

Vinted lists Vinted Pro for sellers registered in France, Italy, the Netherlands, Luxembourg, Belgium, Portugal, Spain, the UK, Ireland, Germany and Austria³, so a UK company can open a Pro account. It is free⁴, asks for your company registration number and requires you to accept returns within 14 days⁴. Your company name, number and business address appear on your profile.

Vinted Pro is a way to sell second-hand stock to Vinted's buyers. It does not keep the buyer with your brand, and it does not pay sellers in your store credit. The guide to Vinted for brands compares the two routes.

Store credit for UK customers

Store credit is what makes resale pay for a brand, because the seller spends it with you. On The Fashion People a seller takes either a gift card worth up to 110%⁵, at the level you choose, or 90%⁵ of the selling price as money, and in The Fashion People data 70%⁶ take the credit. Payments and payouts work in different currencies, so pounds sit alongside euros.

The gift cards land in your Shopify dashboard among the ones you already issue, each marked with the resale sale it came from, so your finance team reads resale credit in the place it already looks.

Selling to customers in the EU

If your resale shop also serves EU customers, the EU has its own platform reporting rule. Council Directive (EU) 2021/514⁷, known as DAC7, has applied since 1 January 2023⁷, places the reporting obligation on platform operators, covers the sale of goods, and also reaches operators outside the EU that carry out commercial activity in the Union.

Unsold stock is regulated on the EU side too: from 19 July 2026⁸, large companies in the EU may not destroy unsold clothes and footwear. The Fashion People runs delivery, including cross-border flows, for brands across 20+ European countries⁶.

How a launch runs

A kickoff call with a demo and an agreed resale strategy.
Days 1 to 5⁶: you share brand assets, your shop is linked through Shopify, WooCommerce or API access⁶, and the storefront is set up.
Days 6 to 10⁶: payments, store credit and delivery are switched on, then a soft or a full launch.
After that, support and monitoring from the same team.

FAQ

Will our resale sellers be reported to HMRC?

Only those above the threshold. Sellers getting a total of 2,000 euros or less (approximately £1,700) for fewer than 30 sales of goods in a year² are not reported; for the others, the platform operator sends their details to HMRC by 31 January¹.

Can a UK company sell on Vinted as a business?

Yes, through Vinted Pro, which Vinted lists for sellers registered in the UK among other countries. You need a company registration number.

Can resale run in pounds?

Yes. The Fashion People handles payouts and payments in different currencies and payment methods.

Sources

General information from GOV.UK, the European Commission and Vinted, not tax or legal advice.

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