Vinted has kept a single App Store ad running for 330 days, and no other resale app comes close. A month ago that same line stood at 243 days, so it has kept running and kept counting, which is exactly what a proven winner does. Apple's public data puts the next longest, from Vestiaire Collective, at 174 days. That gap is the story of this category: one app has found copy it trusts enough to fund for eleven straight months, while its rivals cycle through shorter tests.
We pulled every App Store ad these apps ran across EU storefronts from Apple's public Ad Repository, the transparency dataset the EU Digital Services Act requires. This is the July refresh, now widened from a five-market sample to all 25 EU storefronts, so the numbers below are the fullest read we can take. Here is the survivor board, sorted by how long each app's longest still-live creative has stayed up. Data window ends 18 July 2026.
The survivor board
| App | Ad records tracked | Distinct creatives | Longest still-live creative |
|---|---|---|---|
| Vinted | 998 | 8 | 330 days ("Fashion, tech, home & more", en-GB, 8 countries, recorded 17 July 2026) |
| Vestiaire Collective | 208 | 2 | 174 days ("Second Hand Luxury Marketplace", en-GB, Belgium and Ireland, recorded 17 July 2026) |
| Wallapop | 185 | 3 | 112 days ("Vende y compra segunda mano", es-ES, Spain, recorded 17 July 2026) |
| eBay | 294 | 5 | 102 days ("Neuf, occasion, reconditionné", fr-FR, France, recorded 17 July 2026) |
A few readings of this table.
Vinted runs the most and the longest, and it is still climbing. Eight distinct creatives, 998 records, and its English line "Fashion, tech, home & more" at 330 days across 8 countries leads the category by a wide margin. An ad that survives eleven months is paying for itself. Since the last pull it has also added a French line, "Vends et achète facilement" (sell and buy easily), running 209 days in France, so Vinted is holding its English winner and cloning it into its biggest single market.
Vestiaire Collective concentrates on one line. Just two creatives now, both the same "Second Hand Luxury Marketplace" line, the live one at 174 days across Belgium and Ireland. This is a luxury-resale account that has narrowed to one message and kept the winner running, up from a 142-day best a month ago.
eBay switched from English to local languages. A month ago eBay's longest line was an English "Buy, sell and online shopping" at 111 days. Today its survivors are native: French "Neuf, occasion, reconditionné" (new, used, refurbished) at 102 days and German "Online-Shopping leicht gemacht" (online shopping made easy) at 81 days. Same app, a deliberate shift to per-market copy.
Wallapop holds steady and stays home. Three creatives, the longest at 112 days ("Vende y compra segunda mano", sell and buy secondhand), all concentrated in Spain. Almost unchanged from a month ago, a small disciplined set rather than broad testing.
What the winning copy says
Two angles keep paying in this category, and both are written in the buyer's own language.
The first is the plain two-sided-market line: sell and buy secondhand. Wallapop's 112-day survivor is "Vende y compra segunda mano". Vinted's new French line is "Vends et achète facilement". eBay's German line is a close cousin. The second is a breadth-of-inventory line: name what you can find. Vinted's 330-day English winner is "Fashion, tech, home & more", and Vestiaire's is "Second Hand Luxury Marketplace". Neither leans on a clever tagline. If you are writing your first App Store ad for a resale app, the tested starting points are the sell-and-buy line and the what-you-can-find line, in your market's language.
Where these apps buy
Vinted and Vestiaire run their survivors in App Store search results, the slot after a typed query, buying pure intent. eBay and Wallapop run the search tab too, the browse surface before you type, paying for discovery as well as intent. That fits the product: someone browsing for a deal is a buyer even before they name what they want.
How to read this for your own category
Longevity is the cheapest performance signal you can get for free. Nobody keeps funding an ad that loses money, so an ad still live after months is one that converts. Pull your own category the same way: list your three closest rivals, sort their ads by how long each has run, and write your first creatives against the survivors. Note which placements they buy, search results for intent, the search tab for discovery, because that choice tells you where they think the buyers are. Then check monthly, because the interesting moves show up over time: Vinted's winner grew from 243 to 330 days and gained a French twin, and eBay swapped English for local languages, both since the last pull.
You can pull any advertiser at recao.app, free, no account, in about a minute.
Method note: figures are computed from Apple's public Ad Repository (DSA Article 39), across all 25 EU storefronts, data window ending 18 July 2026. This refresh widens the original five-market sample (published 13 July 2026) to the full EU sweep, so some figures shift on method as well as on time. "Days running" is the span from a creative's first to last recorded impression across those markets. "Still live" means the creative was recorded on 17 July 2026, the last impression date in this window. Depop, Poshmark, and Grailed did not return a matching advertiser entity in the repository for this window and are omitted. Translations are literal glosses of the advertisers' own lines. Longevity is a proxy for performance, not a measured conversion rate. Refreshed monthly.