Wallapop It is found in a reorientation process. This “re -bassing some pillars that make up the brand”, As Edurne de Oteiza has expressed, currently marketing director in the second -hand platform. It is not a resounding or radical change, since Wallapop is one of the most notorious and relevant brand construction cases of the Spanish advertising industry, but that it is an evolution that seeks to connect more and better with the consumer.

The platform wants to get closer to economic advantages that the user receives in the second handwithout abandoning his career in conscious and responsible consumption. To do this, it will have a new creative partner, the Agency & Rosàs, as well as with the creativity of its internal marketing team, which has also made the brand shine with In-House ideas.

Wallapop has the ambition to continue leading the category and continue promoting the adoption of second hand in our country. Edurne de Oteiza has shared it in a Exclusive interview with Reason.WHY in which he has also reflected on the competition, growth and role of marketing.

Changes in Wallapop

Wallapop has a new strategy raised for this year, and in order to execute it last February convened an advertising contest to find a new creative partner. The Revuelta and Mono Madrid agencies, with which the company has worked during the last four years, refused to participate in the process, and & Rosàs It was chosen to lead the creativity of the brand.

There has also been Team changesalthough there is no correlation. Earlier this year they left the company Rubén Navarro, which he exercised as a brand vice president, and Natacha Cano, who had the responsibilities of Global Creative Manager. In addition, Olivia Calafat, who is a marketing director since 2021, is currently maternity leave.

RW. Time of changes in Wallapop. You talk about a new strategy raised by 2025. What are the keys to that strategy?

EDURNE DE OTEIZA.- We have been building for many years and we will continue to do so, so we do not understand it as a resounding change. We are simply re -bassing some of the pillars that make up our brand and with which users connect more and more. One of those pillars is sustainability, but one of the things that we have realized during the last two years is that for users the price is also important, that advantage that gives the second hand. An advantage for which the category has also been able to be a reference within consumption and what we want now is to combine both.

RW. What has motivated that reorientation?

Eo- It is above all a matter linked to evolution we see in the user, in the use of the platform and in the need to connect and grow. In recent years there have been more inflation and loss of purchasing power. We calculate that annually each family buying and selling reused products generates the equivalent of 1,102 euros per year, this is practically an extra pay. This shows that the second hand opens the door to live consumption in a different way. That is where the confluence between that consuming well, that “Feel Good” that Wallapop has communicated very well and that is the greatest strength of our brand, with that part of that part of buy in another way and the value it brings to society and households.

RW. Among the changes, one of the most popular is agency. What has led you to change? What has convinced of & Rosás?

Eo- We have reached a new phase after five years, which is a very natural cycle within the brands, seeking, as I said, join those sustainable and economical parts, But always building brand. We open a contest in which we have thought a lot when selecting the agencies. Everyone did very good job, but we have ended up choosing A & Rosàs because he gave a little more in the nail in some of the things that were important in briefing.

RW. The changes are understood as a new stage, at least at the communicative level. What are we going to see now by the brand?

Eo- One of the things we want Working a lot is the connection with the user. Wallapop is a brand with a very high notoriety that everyone speaks, which is very implanted in culture, and that is what we want to capitalize on, we want to build on what Wallapop represents for people, with a lot of authenticity, and on a brand that has developed with a lot of head and that is in a place from which we only want to go to more.

RW. Internal creativity has gained weight, the campaigns demonstrate with Anne Igartiburu or Camela. Is it something that you are promoting? How do you work? How do you conjugate it with the agency?

Eo- For us it is very important that The relationship with the agency is very horizontal And with & Rosàs we will continue working as we have done now, directly, connected and understanding us. They are part of our team and I think that is success, in terms of internal creativity, we will continue to work it, always aligned with the agency for the brand to go in unison.

Wallapop and collaborations

Throughout the last year Wallapop has been associated with figures such as Jon Kortajarena, in the “What we need new” campaign; or with Camela and Anne Igartiburu to communicate good rules of use of the platform.
Besides, ha collaborated with other brands, such as Tinder or Latagliatella, in marketing actions, and has included others, such as Decathlon, among its pro vendors.

RW. The association to celebrities or influencers has also gained weight. What role do they play in the brand? How do you choose them?

Eo- The most important is to think very well what you want to wake up and Find that role that Wallapop has in society. The figures with which we have collaborated have something in common with the brand, and they are part of the culture, each in its own way. We wanted to bring them closer to that philosophy we have about the things that only happen in Wallapop.
Specifically, in the cases of Anne Igartiburu or Camela, they have been social media actions, and it is a science different from when television or means of payment is made. But we always look for the connection.

RW. You are also betting on collaborations with other brands. The tagliattela or Tinder, among them. What are they contributing to you? What value do you find?

Eo- I have not been in the genesis of those actions, but I can tell you that for the entire team that works in social and partnerships is always very open to opportunities that can arrive with other brands, especially with brands with which we have something in common in our company and brand pillars. Our team speaks, at least, with two brands a week.

RW. And how do you choose to bet on?

Eo- It depends on the brand, but, in general, they are those in which we see an opportunity to associate ourselves because there is some particular brand attribute that is not within our three main attributes and that we want to wake up within the audience. There must be A very clear effect of symbiosisthat our brands are complemented, that there are A Win-Win. A partnership, the less transactional, the more valuable it will be.

RW. The associations are also business, such as the incorporation of Decathlon as a pro seller. What companies do you work with? What do they imply at the brand level?

Eo- We are very proud that a brand like Decathlon can be associated with Wallapop. Ten years ago it was surely unthinkable for a retailer to be associated with a second -hand platform. And this puts two important things on the table. The first, that the second hand is in society, and the brands see it. And the second, which Wallapop has changed and the brands want to associate with those attributes of confidence in the brand and on the platform. We have made a series of bets, such as the shipping system, which allow us Establish these associations And we want to continue reinforcing them.

Growth and competition

At the end of 2024 some financial results of the company were announced, in relation to the previous year, including losses of 30 million euros, but an increase in sales of 25%. Figures that indicate that the profitability It can still be a challenge for Wallapop.

To the business perspective is added a growing competition, Not only the one raised by direct rivals of the second hand, but also by brands that over recent years have opted for their own reuse and resale initiatives. A situation, however, that from Wallapop they focus as an opportunity.

RW. What levers are you activating from marketing to enhance profitability?

Eo- From marketing our goal is not to activate profitability, but growth. All part of Pro It has a financial return, as well as the particular services. We do not bet on one than another. But it is true that pro is very complementary to the offer, it has a more guarantee or return point that many people who are looking for a plus of trust choose.

RW. Let’s talk about boosting growth …

Eo- We have different bets. Among them, the connection with the user, the penetration in the categories in which we are already, also in motor, professionals and partners. They are continuous bets that we will consolidate more.

RW. Let’s also talk about competition. They are no longer only Vind or Milanuncios, also FNAC or fashion brands with their own platforms What implications do you have and how do you approach it?

Eo- For about five years we see the big brands, such as Zara, launching their own initiatives. We see it as a Reflection of second -hand market growth and how brands have had to approach this mode of consumption. We understand it as an advantage, because for brands we can be an opportunity. It is also a source of inspiration, it gives us stretch to have more conversations, to establish more partnerships.

RW. And regarding the most direct competition?

Eo- Have good competition It is always advantageous, makes the sector grow. We always work from our advantages, from what makes us different, great and important for the user. And they also have it, and they also work it.

RW. Finally, let’s take a look at the category of the second hand. Where is it going?

Eo- Right only 7% of the world economy is circular. The purchase sale of reused products in Spain represents 0.86% of GDP. It begins to be very relevant, there are industries that represent this. When Wallapop launched in Spain, very little second hand was bought. We feel that we have brought that disruption and we want to remain the spearhead. We have a very ambitious vision, especially the impact that we can generate on sustainability and families, in facilitating the economic part of consumption.