Australia Post Partners With Vinted On Parcel Locker Campaign Ahead Of Marketplace’s Australian Launch

Australia Post has partnered with European second-hand fashion marketplace Vinted on a campaign supporting Vinted’s launch in Australia on July 1, using the postal service’s Parcel Locker network as both a media channel and delivery point.

The campaign, centred on the message “Don’t wear it? Sell it!”, is designed to drive awareness of Vinted’s arrival in the Australian market and promote the use of Parcel Lockers for sending and receiving second-hand fashion.

Growing recommerce market

The partnership comes as the recommerce sector continues to grow in Australia. Australia Post’s 2026 eCommerce Report found that 46 per cent of Australians buy second-hand items annually, with the Australian recommerce market estimated to reach USD$7 billion by 2029.

The report also found fashion is one of the top categories shoppers want to buy second-hand, at 30 per cent, pointing to an opportunity for platforms like Vinted to tap into local demand for pre-loved clothing.

Aimee Dixon, General Manager of Enterprise Brand and Retail Marketing at Australia Post, described the campaign as a way to connect with Australians as recommerce becomes a larger part of everyday shopping behaviour.

“Recommerce is moving further into the mainstream, with more Australians looking for simple ways to make the most of what they already own,” Dixon commented.

“This campaign brings that behaviour into the real world by using Parcel Lockers as both a media channel and a practical proof point. They are visible, convenient and already part of how many Australians receive and send parcels.”

“As Vinted’s delivery partner in Australia we’re making it even easier for people to sell and buy second-hand fashion, while encouraging more Australians to discover the convenience of Parcel Lockers.”

Campaign rollout

The campaign will appear across a mix of Australia Post and Vinted channels, including Parcel Locker wraps and decals, Post Office point-of-sale signage, Parcel Locker kiosk screens, catalogue placements, organic social media, eDM and web placements.

Vinted will amplify the campaign through TV, connected TV, broadcast video on demand, online video, influencer marketing, PR and digital paid and owned social media channels.

The creative rollout will use co-branded Australia Post and Vinted assets across both organisations’ channels.

Parcel Locker network as media platform

The campaign makes use of Australia Post’s Parcel Locker footprint as a media asset, leveraging the visibility of the locker network to reach consumers at a point where they are already engaging with parcel delivery services.

The partnership forms part of Australia Post’s broader strategy to work with eCommerce and marketplace brands to make sending and receiving parcels easier and more convenient for Australian consumers.

Vinted operates as a peer-to-peer marketplace for second-hand fashion and has built a presence across multiple European markets. The Australian launch on July 1 marks the platform’s expansion into the Asia-Pacific region, with Australia Post serving as its local delivery partner.

Last Updated on June 27, 2026 by Nick Ross