A live-stream platform upgrading the second-hand fashion game

Finds is a UK social commerce platform with a mission to make online shopping as exciting as digging for vintage treasures in real life. To do this, sellers can tap live-streamed video content to resell second-hand goods. Described as a combination between TikTok and Depop, Finds focuses on community. Users can follow creators as well as like and comment on their posts, replicating the social media experience, and both sellers and buyers can filter their feeds to suit their preferences. The app's name derives from the thrill of discovering something unique in a shop or thrift store, usually referred to as a ‘good find’. With a colour palette that combines vibrant greens and purples, the app’s identity is heavily influenced by the 1990s, a period of fashion that is particularly popular among its Gen Z target audience. By taking a content-led approach, Finds is aligning itself with other social marketplaces that blur the lines between content, commerce, and media. To learn more about this model, readers can revisit the interview we conducted with Jesse Lee, the founder of luxury resale platform Basic.Space. Strategic opportunity: Seller-generated content can help make the resale experience feel more intimate. Consider how your brand can align video, live-streams and messaging to create a more personal experience