Vinted has kept a single App Store ad running for 243 days, and no other resale app comes close. Apple's public data puts the next longest, from Vestiaire Collective, at 142 days. That gap is the story of this category: one app has found copy it trusts enough to fund for eight straight months, while its rivals are still cycling through shorter tests.
We pulled every App Store ad these apps ran across major European markets from Apple's public Ad Repository, the transparency dataset the EU Digital Services Act requires. Here is the survivor board, measured by how long each app's longest creative has stayed live. Data window ends 8 July 2026.
The survivor board
| App | Distinct creatives | Longest-running creative | Creatives live 30+ days |
|---|---|---|---|
| Vinted | 14 | 243 days | (category leader by a wide margin) |
| Vestiaire Collective | 12 | 142 days ("Fashion Vintage Luxury Market") | 8 of 12 |
| eBay | 8 | 111 days ("Buy, sell and online shopping") | 7 of 8 |
| Wallapop | 3 | 107 days ("Vende y compra segunda mano") | 3 of 3 |
A few readings of this table:
- Vinted runs the most and the longest. Fourteen distinct creatives, and its top one at 243 days leads the category by a wide margin. An ad that survives eight months is paying for itself. Vinted found what converts and kept funding it.
- Vestiaire Collective tests the widest. Twelve creatives, eight of them past a month, the longest at 142 days ("Fashion Vintage Luxury Market"). This is a luxury-resale account testing steadily and keeping its winners.
- Wallapop concentrates. Only three creatives, but all three past a month, the longest at 107 days ("Vende y compra segunda mano"), and the spend is concentrated in Spain. A small, disciplined set rather than broad testing.
Where these apps buy, and what it tells you
The resale category does something language-learning apps do not: it buys browse placements as well as search results.
In language learning, every ad we tracked ran in App Store search results, the placement you see after typing a query. Resale apps spread wider. Vestiaire Collective ran browse placements on the App Store Today tab and the search tab, the surfaces people see before they type anything. Wallapop and eBay both ran the search tab placement too. These apps are 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.
What the winning copy says
The angle that keeps paying in this category is a plain statement of the two-sided market, written in the local language.
Look at the survivors. Wallapop's 107-day ad reads "Vende y compra segunda mano" (sell and buy secondhand). eBay's 111-day ad reads "Buy, sell and online shopping." The pattern is sell and buy secondhand, localized per market, not a clever tagline. Vestiaire Collective's longest runner leans on category words instead ("Fashion Vintage Luxury Market"), which fits its luxury position. If you are writing your first App Store ad for a resale app, the tested starting point is the sell-and-buy line in your market's language.
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 Today and search tabs for discovery, because that choice tells you where they think the buyers are. Then check monthly, because a new long-runner appearing is a rival finding a new winner.
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 major EU storefronts, data window ending 8 July 2026. "Days running" is the span from a creative's first to last recorded impression across those markets. Depop did not return a matching advertiser entity in the repository for this window and is omitted. Longevity is a proxy for performance, not a measured conversion rate. Refreshed monthly.