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Beyond Vinted: Designing a Sustainable Cross-Border Fashion Resale Platform
for Europe
Marlene Monnet Dupuy
Aix-Marseille Université/CRET-LOG, France
Sabine Jentjenss, Btissam Moncef, and Cedric Diridollou
ISC Paris, France
Nabyla Daidj
Université Paris-Saclay, Univ Evry, IMT-BS, LITEM, France
Volume 21: 2026, pp. 00-00; ABSTRACT
This case presents the strategic dilemma facing Christophe Canevet, a consultant advising
an entrepreneur planning to launch a pan-European second-hand fashion platform to compete with
Vinted, Europe’s dominant resale marketplace. The strategy must address market selection and
sequencing, sustainable logistics architecture, regulatory anticipation, and network effect
development across diverse European markets. Using Vinted’s business model as a diagnostic
benchmark, the case examines how platform design choices, international logistics structures, and
incentive systems contribute to an ethical consumption gap, widening the distance between users’
stated environmental values and their actual purchasing behavior. Drawing on survey data from
French users, EU regulatory trends, and delivery carbon footprint analysis, students are challenged
to develop a comprehensive international market entry strategy for the new entrant by avoiding
Vinted’s structural contradictions. The case is positioned at the intersection of international business
strategy, platform economics, circular economy, and behavioral economics.
Keywords: international market entry strategy, platform business models, sustainable logistics,
cross-border e-commerce, ethical consumption gap, circular economy, behavioral economics,
european second-hand fashion, network effects, choice architecture.
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