Author: Haley Crawford

As competition in the resale market continues to heat up, secondhand marketplaces from eBay to Poshmark are upping their marketing game to underscore what makes them unique.

Brands are turning launches into months-long narratives, building waitlists and dropping hints for consumers to decode ahead of time. But the strategy only works if they know when to stop teasing and start delivering.

As AI agents begin to shop on consumers’ behalf, they can inadvertently trigger online ads, distorting performance metrics and inflating brands’ ad spend.