Marketplaces & Resale,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about marketplaces & resale — and record exactly which brands they put forward. Right now, eBay owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
eBay is the default answer.
Named in 57% of marketplaces & resale answers, typically in position 2.0. Vinted follows at 35%, Depop at 28%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | eBay | 57% | 2.0 | 38% | 16% |
| 2 | Vinted | 35% | 1.9 | 10% | 36% |
| 3 | Depop | 28% | 3.4 | 0% | 0% |
| 4 | Facebook Marketplace | 18% | 3.9 | 5% | — |
| 5 | Amazon | 17% | 2.9 | 5% | 18% |
| 6 | Etsy | 12% | 3.1 | 3% | 33% |
| 7 | Vestiaire Collective | 12% | 3.3 | 10% | 6% |
| 8 | Gumtree | 10% | 5.7 | 0% | 0% |
| 9 | The Saleroom | 8% | 2.4 | 5% | 40% |
| 10 | Invaluable | 5% | 2.0 | 5% | 100% |
| 11 | Temu | 5% | 2.3 | 0% | — |
| 12 | ASOS Marketplace | 5% | 2.7 | 0% | — |
| 13 | LoveAntiques | 3% | 1.5 | 5% | 100% |
| 14 | Catawiki | 3% | 4.0 | 5% | 29% |
| 15 | Ruby Lane | 3% | 4.0 | 3% | 100% |
Vinted is the marketplaces & resale brand AI wants most.
Being named is visibility. Underneath it, asked to rate each brand directly, the AI assistants judge it three ways — how much it stands out, how much it belongs, and how much it is returned to. They put 20% of the 41 brands rated above indifference. Vinted leads the brands the answers name, at 76% of maximum Desire. On attachment, the most divided driver, Amazon indexes 149 against Bonanza at 54, on a category average of 100.
Each whorl lights one ring per index threshold cleared (84 / 92 / 100 / 108 / 116). Above indifference means Desire above two-thirds of its maximum. See the full marketplaces & resale desire edition →
The referees of marketplaces & resale.
The independent sources AI models cite when answering marketplaces & resale questions — the places a brand needs to be seen, reviewed and ranked.
The Saleroom converts reads into citations. Depop doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? The Saleroom converts 40% of reads; Depop just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | eBay | 57% | 2.0 | 38% | 16% |
| 2 | Vinted | 35% | 1.9 | 10% | 36% |
| 3 | Depop | 28% | 3.4 | 0% | 0% |
| 4 | Facebook Marketplace | 18% | 3.9 | 5% | — |
| 5 | Amazon | 17% | 2.9 | 5% | 18% |
| 6 | Etsy | 12% | 3.1 | 3% | 33% |
| 7 | Vestiaire Collective | 12% | 3.3 | 10% | 6% |
| 8 | Gumtree | 10% | 5.7 | 0% | 0% |
| 9 | The Saleroom | 8% | 2.4 | 5% | 40% |
| 10 | Invaluable | 5% | 2.0 | 5% | 100% |
| 11 | Temu | 5% | 2.3 | 0% | — |
| 12 | ASOS Marketplace | 5% | 2.7 | 0% | — |
| 13 | LoveAntiques | 3% | 1.5 | 5% | 100% |
| 14 | Catawiki | 3% | 4.0 | 5% | 29% |
| 15 | Ruby Lane | 3% | 4.0 | 3% | 100% |
All three models agree: eBay.
A rare consensus — every model puts eBay first, and their top-five lists overlap 43%. Winning here means winning everywhere at once.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| eBay | 35% | 80% | 55% | 45pp |
| Depop | 20% | 40% | 25% | 20pp |
| Vestiaire Collective | 0% | 20% | 15% | 20pp |
| Vinted | 30% | 45% | 30% | 15pp |
| Amazon | 20% | 20% | 10% | 10pp |
| Etsy | 15% | 15% | 5% | 10pp |
| Gumtree | 5% | 15% | 10% | 10pp |
| Invaluable | 5% | 10% | 0% | 10pp |
| ASOS Marketplace | 0% | 10% | 5% | 10pp |
| Catawiki | 0% | 0% | 10% | 10pp |
How-to guides carry marketplaces & resale.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Product pages convert best — 100% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 160 | 11 | 94% |
| Editorial | 103 | 12 | 90% |
| Product pages | 36 | 0 | 100% |
| Comparisons | 33 | 3 | 92% |
| Documentation | 29 | 13 | 69% |
| Other | 26 | 11 | 70% |
| Listicles | 26 | 2 | 93% |
| category-page | 24 | 2 | 92% |
Structured data is what separates cited from ignored.
Of the marketplaces & resale pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 7 percentage points; cites its sources pages fare 20pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 406 | 91% | 156 | 85% | +7pp |
| Updated this year | 182 | 92% | 380 | 88% | +4pp |
| Named author | 277 | 90% | 285 | 89% | +1pp |
| Answer up front | 292 | 89% | 270 | 90% | -1pp |
| Hard statistics | 136 | 88% | 426 | 90% | -3pp |
| Comparison table | 105 | 87% | 457 | 90% | -3pp |
| Cites its sources | 31 | 71% | 531 | 91% | -20pp |
Auto Trader builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. OnBuy is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Auto Trader | 38 | 67% | 3 |
| Etsy | 25 | 25% | 4 |
| OnBuy | 23 | 0% | 25 |
| Amazon | 23 | 33% | 6 |
| Invaluable | 20 | 29% | 7 |
| eBay | 19 | 12% | 199 |
| Vinted | 16 | 4% | 128 |
| Easy Live Auction | 15 | 0% | 5 |
| Catawiki | 13 | 75% | 4 |
| Vestiaire Collective | 10 | 24% | 45 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions marketplaces & resale pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Sat, 17 Oct 2026 13:10:39 GMT.