Vinnies dances to the digital tune

Vinnies, which is operated by the St Vincent de Paul Society, said the move was driven by an evolving retail landscape, which is expected to be dominated over the coming decade by Gen Alpha, who have a strong preference for digital experiences.

Vinnies has previously sold select products via online retail platforms such as eBay but will now consolidate all its online selling from one website.

Shoppers at Vinnies Online can select products in a wide range of categories, from clothing to toys to technology, add products to a cart, and choose direct shipping or click-and-collect.

Vinnies Victoria's head of merchandise and retail innovation, Liz Randle, said the new online platform would transform the op shop’s business.

“E-commerce now comprises 22% of retail sales, so it was critical to meet customers where they are at,” said Randle.

“In this way, we're responding to the needs of our customers and staying relevant to the ever-evolving retail landscape. This way everyone can enjoy the Vinnies shopping experience anytime, anywhere.”

Randle said the move online was also a response to customer demand.

“The idea sparked during the covid-19 pandemic, a time when our shops were forced to close their doors,” she said.

“That period highlighted the vulnerability of relying solely on physical locations for revenue and sparked a realisation that we needed to evolve – not just to stay relevant, but to ensure we could continue supporting individuals and families in need.”

The move online follows a Vinnies campaign launched last year to capitalise on the love affair many Gen Zs and Millennials have for bargain hunting in charity stores.

The “Got It at Vinnies” initiative featured images of models showcasing a range of trendy clothes and accessories available at Vinnies’ 200 NSW stores.

To sweeten the deal, anyone who made a purchase or donated their pre-loved clothes was given the chance to win prizes including a Louis Vuitton travel bag and a Chanel handbag in a bid to lure more young shoppers through the door.

In 2023 the 170-year-old charity also embraced social media platforms Tik Tok and Instagram, using a number of creators on the platform to show off outfits sourced through Vinnies in a bid to reach a younger demographic.