Depop Sellers: How to Launch Your Own Store (2026 Guide)

Every month you sell only on Depop, you pay a 13% fee that could be building your own brand instead.

Table of Contents

1. •Why Depop Sellers Build Their Own Stores
2. •Step 1: Decide If the Time Is Right
3. •Step 2: Choose Your Platform
4. •Step 3: Set Up Your Store
5. •Step 4: Import and Recreate Your Products
6. •Step 5: Build Your Email List From Day One
7. •Step 6: Drive Your First Traffic
8. •Step 7: Run Both Channels Simultaneously
9. •Launch Checklist
10. •Getting Help: Done-For-You Store Builds
11. •Frequently Asked Questions

Why Depop Sellers Build Their Own Stores

Depop introduced a 10% selling fee in 2023. Combined with the 2.9% + $0.30 payment processing fee, sellers now lose around 13% of every sale to platform costs. For a seller doing $3,000/month, that is roughly $390 in monthly fees. On an independent store, that money stays in your pocket.

But the fee math is only part of the story. The bigger reason to build your own store is ownership. On Depop, you do not own your customer relationships. You cannot email your buyers. You cannot notify them when new inventory drops. Your reach is entirely governed by Depop's algorithm, which you have no control over.

An independent store changes that. Your buyers become your customers: email subscribers you can market to directly, permanently, at near-zero cost.

This guide walks through every step, from deciding whether you are ready to driving your first sales on an independent store. For the full cost and fee comparison before you start, see Depop Fees 2026: Complete Seller Fee Breakdown and Depop vs Own Website: Which Is Better for Sellers?.

Fee rates verified as of July 2025. Always check Depop's official pricing page for current rates. This is not financial advice.

Step 1: Decide If the Time Is Right

Not every Depop seller should build their own store today. The right time depends on a few signals:

Green lights - you are probably ready:

• •You are doing $1,500+ per month consistently on Depop
• •You have repeat buyers. The same usernames keep appearing in your orders.
• •You have at least a small social following (even 500-1,000 engaged followers counts)
• •You are frustrated by algorithm unpredictability or the app-only management experience
• •You want to build a brand, not just sell items

Red lights - wait a bit longer:

• •You are still figuring out what sells and what your pricing should be
• •Monthly revenue is inconsistent or below $500
• •You have no social presence and no existing audience anywhere
• •You are primarily clearing out personal items, not running a real inventory business

The key question to ask yourself: If you launched an independent store today, would you have any way to tell people it exists? If the answer is "not really," you need to build that first. If the answer is "yes, I have Instagram/TikTok/a following," you are ready.

The Complete Guide to Launching Your Own Store as a Marketplace Seller covers the readiness assessment in more depth.

Step 2: Choose Your Platform

Most Depop Sellers Choose Shopify - Here's Why

The three most common platforms for Depop sellers going independent:

Shopify (Most recommended for most sellers)

• •$39/month for Basic plan
• •0% transaction fees with Shopify Payments
• •Strong mobile storefront (critical for a buyer base coming from a mobile app)
• •Huge app ecosystem for email, reviews, loyalty programs
• •No coding needed for standard setups

WooCommerce (Best for sellers who want maximum control/lowest cost)

• •Free plugin, but requires WordPress hosting (~$10-20/month)
• •More setup complexity
• •Full ownership of your store data and files
• •Lower ongoing cost once set up, but higher time investment upfront

Squarespace Commerce (Good for design-focused sellers)

• •$36/month for Basic Commerce
• •Beautiful templates out of the box
• •Less flexible than Shopify for selling features
• •Good option if aesthetics are your priority and your catalog is small

For most Depop sellers, Shopify is the right answer. The platform is used by millions of independent merchants globally, has the best ecosystem for fashion sellers, and Shopify Payments removes the need for a separate payment processor.

For help deciding between platforms in more depth, see Best Platform for Marketplace Sellers Going D2C.

Step 3: Set Up Your Store

Setting up Shopify takes 2-4 hours if you work through it systematically. Here is the order that minimizes confusion:

3.1: Register your domain first. Choose a name that matches your Depop shop name or brand. Shopify lets you buy a domain directly through their admin ($15/year). A .com is preferable; if the .com is taken, .shop or .co work fine for fashion stores.

3.2: Choose a theme. Shopify's free themes ("Dawn," "Craft," "Refresh") are excellent for fashion resellers. Avoid buying expensive themes until you have validated your store converts. Start free.

3.3: Configure Shopify Payments. Go to Settings → Payments → Shopify Payments. Fill in your bank details and tax information. This enables you to accept credit cards with no extra Shopify transaction fee.

3.4: Set up essential pages. You need: Home, All Products/Collections, About, Contact, Shipping Policy, Return Policy, Privacy Policy. Shopify generates basic policy pages automatically. Customize them to match what you actually offer.

3.5: Configure shipping rates. Decide whether you will offer free shipping (built into item price), flat-rate shipping, or calculated rates. For fashion resellers, a flat rate of $4.99-$7.99 or free shipping on orders over $75 are common approaches.

3.6: Set up email capture. Install a basic popup app (Klaviyo, Privy, or Shopify Email's built-in forms) to capture email addresses before launch. Offer 10% off the first order in exchange for signing up. Even if your store has no traffic yet, set this up now so it is in place when visitors arrive.

3.7: Connect Google Analytics. Free, takes 10 minutes, and gives you data on every visitor, traffic source, and sales conversion rate from day one.

Step 4: Import and Recreate Your Products

This is often the step sellers dread most. There is no bulk export tool from Depop, so you will need to add your products to your own store manually.

The efficient approach:

1. •Start with your 20-30 best-performing items (highest-margin, most views on Depop, best photos)
2. •Move those to your store first. Do not try to migrate everything at once.
3. •Use your existing Depop photos (you own them and they transfer freely)
4. •Copy and improve your item descriptions: on your own store you have unlimited space, so add more detail, sizing information, and care instructions

Product page essentials for fashion:

• •Minimum 3 photos (front, back, detail)
• •Measurements, not just size labels. Size labels vary by brand and decade.
• •Condition description (excellent, good, some wear - be specific)
• •Era/decade if vintage (era is a strong search term for vintage buyers)
• •Brand prominently in title and description
• •Relevant search terms in title: "Vintage 90s Levi 501 Jeans 32x30 Medium Wash" outperforms "Nice jeans"

SEO note: On Depop, the algorithm controls your visibility. On your own Shopify store, Google controls your visibility. Write product titles and descriptions the way a buyer would search for them on Google, not just the way they look good visually.

Step 5: Build Your Email List From Day One

500 Email Subscribers Is Worth More Than 5,000 Depop Followers

Email is the most valuable asset a fashion reseller can build. An Instagram following can be de-prioritized by algorithm changes. A Depop following evaporates if you leave the platform. An email list is yours, permanently, regardless of what any platform does.

How to start building your list:

Set up a welcome discount popup on your store (10% off first order for email signup). This is the single highest-converting list-building tactic for e-commerce stores, and it works from the first visitor.

Add a signup link to all your social media bios. "New drops emailed first - link in bio." Fashion buyers who are already following you are warm leads for your email list.

Create a "New Arrivals" cadence. Even if you only email once every two weeks, establish the habit of sending to your list when new inventory drops. Buyers who opted in for new arrivals will open these emails at far higher rates than promotional blasts.

For email platform options that work without Mailchimp's price hikes, see Email Marketing Without Mailchimp. For a full strategy on building your customer list as a marketplace seller, see Build Your Customer List as a Marketplace Seller.

Step 6: Drive Your First Traffic

Your store is live. Products are listed. Now you need visitors.

Traffic source 1: Your existing Depop followers Mention your store in your Depop bio ("More styles at [yourstorename].com"). This is permitted under Depop's terms as long as you are not actively redirecting buyers away from live transactions. Your engaged Depop followers are your warmest possible audience for your independent store.

Traffic source 2: Social media This is the best channel for fashion resellers. Post your new arrivals to Instagram and TikTok with a link to your store. Fashion haul and thrifting content performs extremely well organically on TikTok. Many vintage sellers have driven thousands of store visits from a single video without paid promotion.

Traffic source 3: Pinterest Pinterest is chronically underused by Depop sellers building independent stores. Pinterest drives fashion traffic with a long shelf life. A pin from 18 months ago can still send visitors today. Pin every product with the full title, measurements, and price.

Traffic source 4: SEO Write your product titles and descriptions for search. A product titled "Vintage 1990s Ralph Lauren Rugby Polo Shirt Men's Large" can rank in Google for that specific search within weeks. Each product page is a potential entry point from Google.

Traffic source 5: Paid ads Facebook and Instagram ads can be profitable for fashion resellers, but require testing budget and some creative iteration. Start with retargeting (ads to people who visited your store but didn't buy) before prospecting ads. See the Facebook Ads guide for marketplace sellers for a beginner setup.

For a structured 90-day plan covering all of the above in sequence, see the 90-Day Marketing Plan Template and First 1,000 Visitors Marketing Playbook.

Step 7: Run Both Channels Simultaneously

Do not abandon Depop the day your store goes live. Depop continues to generate sales and cash flow while your independent store builds momentum. The goal in the first 3-6 months is to grow your own-store revenue while Depop pays the operational bills.

A practical dual-channel approach:

List new inventory on your own store first. Give it 48-72 hours to attract any SEO or direct traffic. If it doesn't sell, list it on Depop too.

Keep your best, most in-demand inventory on your own store. Save lower-margin or harder-to-move items for Depop where the built-in traffic can still find them.

When a Depop buyer messages you with a question, answer helpfully. Do not try to redirect them off platform. Your goal is to serve the buyer wherever they are, while growing a parallel channel that costs you less over time.

Track your revenue split monthly. As your own-store revenue grows as a percentage of total revenue, you will see exactly when the economics favor prioritizing your independent store.

Launch Checklist

Print This Checklist - Most Sellers Miss at Least 3 Items

Use this before calling your store "live":

Store Setup

• • Domain registered and connected to store
• • Shopify Payments (or payment processor) configured and tested
• • Free theme installed and customized with brand name, colors, and logo
• • About page written (buyers trust sellers who explain who they are)
• • Contact page active
• • Shipping policy published (what carrier, how long, tracking?)
• • Return/refund policy published
• • Privacy Policy published (legally required in most jurisdictions)

Products

• • Minimum 10-15 products live at launch (fewer looks sparse)
• • Every product has at least 3 photos
• • Every product has measurements or sizing detail
• • Product titles written for Google search, not just visual appeal
• • Products organized into at least 2-3 collections (e.g., Tops, Bottoms, Outerwear)

Email and Marketing

• • Email capture popup configured and live
• • Welcome discount code active (10% off first order recommended)
• • Store URL added to all social media bios
• • Google Analytics connected
• • At least one social post announcing the store before launch day

Operational

• • Test order placed successfully (Shopify lets you test without charging yourself)
• • Shipping materials purchased (poly mailers, tissue paper, stickers if branding)
• • Order notification email reviewed (does it sound professional?)

Getting Help: Done-For-You Store Builds

Setting up a store correctly takes 8-15 hours for most first-time builders. That is time spent on tech configuration, theme customization, and policy writing. None of that generates revenue.

StableCommerce builds independent stores for marketplace sellers. The packages:

Launch ($999, one-time): Full Shopify store setup, theme configuration, up to 20 products imported, shipping setup, payment processing, email capture, and Google Analytics. Ready to sell in 5-7 business days.

Growth ($699, one-time): Everything in Launch plus SEO-optimized product descriptions, social media integration, email welcome sequence setup, and a 30-day post-launch support period.

Authority ($999): Growth plus ongoing SEO - monthly blog content, product page optimization, and link building to grow organic traffic over time.

Here is the simple math: You pay once. You own the store forever. There are no ongoing fees from us. You only pay Shopify's $39/month platform fee. Compare that to paying Depop 13% every month, forever, on every sale.

At $3,000/month in Depop sales, you are paying about $390/month in fees. A $999 store build pays for itself in the fees you save in a single month and keeps saving you money every month after.

Get Started: build your store and own it forever

For more context on whether the switch makes sense at your revenue level, see Depop vs Own Website: Which Is Better for Sellers?. For the full fee math, see Depop Fees 2026: Complete Seller Fee Breakdown.

Also useful as you plan your growth strategy: Marketing Guide for Marketplace Sellers covers channels and tactics for sellers at every stage of the transition.

The Bottom Line

Building your own store is not about abandoning Depop. It is about owning what you build instead of renting it. Every buyer you convert on Depop can become a direct customer on your own site, one you can reach for free, forever.

The sellers who act early have the easiest transition. Products are established, reviews exist, a customer base is forming. Waiting until you are forced to move means rebuilding from a harder position.

Your own store is not a gamble. It is an asset. Unlike Depop, you pay once and own it forever.

Get Started: build your store and own it forever. The StableCommerce Agency builds your store from scratch. Launch package from $999, one-time. No recurring platform fees.

Frequently Asked Questions

Do I need to close my Depop shop when I launch my own store?

No. Running both simultaneously is the standard approach. Keep Depop active for discovery and new buyer traffic while your independent store builds momentum.

How much does it cost to run a Shopify store per month?

Shopify Basic is $39/month. A custom domain is about $15/year. If you use Shopify Payments, there are no additional transaction fees beyond the standard 2.9% + $0.30 payment processing fee.

Can I transfer my Depop listings to Shopify?

There is no automatic bulk transfer tool. You will need to recreate listings manually, but your photos transfer freely since you own them. Start with your 20-30 best items rather than trying to migrate your entire catalog at once.

What should I name my independent store?

Your Depop shop name is a natural starting point if it has brand recognition with your buyers. If you want a fresh start, choose something that reflects your niche (vintage, Y2K, streetwear, etc.) and is easy to say out loud and spell correctly.

How long until my own store generates regular sales?

Most sellers see their first independent-store sales within 2-4 weeks if they have an existing social following to drive initial traffic. Organic SEO traffic typically takes 3-6 months to build. Planning for a 3-month ramp period is realistic.

Do I need professional photos for my own store?

The same photos you use on Depop work fine. Natural light, clean background, multiple angles. Your own store doesn't require a higher photo standard than Depop, though if your Depop photos are very basic, improving them will help conversion rates on both platforms.

What payment methods should I offer?

Shopify Payments covers credit/debit cards and Apple Pay/Google Pay automatically. Adding PayPal and Shop Pay is common and increases conversion by offering more buyer options. Klarna or Afterpay (buy-now-pay-later) can increase average order value for higher-ticket vintage items.

Should I offer free shipping on my own store?

Free shipping increases conversion rates meaningfully. If your average order value is above $50, offering free shipping built into your pricing is usually worth the margin cost. A common middle ground: free shipping on orders over $75.

How do I handle returns on my own store?

You set your own policy. Most fashion resellers on independent stores offer 14-day returns for items in original condition. Be specific in your policy. Clearly defined return windows and conditions reduce disputes. Unlike Depop, disputes go through your payment processor (Shopify Payments or PayPal), not through a platform with buyer-favored resolution policies.

Is it better to use my name or a brand name for my store?

A brand name (e.g., "Dusty Attic Vintage") builds more resale value and is easier to market than a personal name. It also gives you flexibility if you ever sell the business or bring on help. Choose a brand name unless your personal name already has strong recognition in the resale community.

How do I get my first email subscribers if I have no website traffic yet?

Announce your store launch on Depop (in your bio and in your selling activity) and on all social channels. Offer a launch discount to your first 100 subscribers. Even 20-30 early subscribers from your existing audience give you a list to market to immediately.

What is the biggest mistake Depop sellers make when launching their own store?

Launching too soon, before building any traffic strategy. A store with zero promotion generates zero sales regardless of how good the products are. Have at least one reliable way to send visitors to your store before you go live.

About This Research

StableCommerce is an e-commerce agency that builds independent stores for marketplace sellers. This article is based on current platform fee schedules, seller community discussions, and hands-on platform research conducted in 2025-2026.

Content reviewed and updated: 2025-07-28

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