In this press page you can find:
Information about Yaga
A bio of Aune Aunapuu, Yaga’s Founder and CEO
Additional stats
Images: Logos, product images, photo of Aune Aunapuu, additional images
Video: Links to our recent TV ads
About Yaga
Yaga is the fastest-growing marketplace for selling & buying preloved fashion in South Africa and Estonia. Yaga launched a pilot in Tallinn, Estonia, and expanded to South Africa in early 2020, quickly becoming the top choice for South Africans to sell their preloved fashion items online.
With over 800,000 users in South Africa, and close to 2 million items sold, Yaga is the number one choice for selling and buying preloved fashion in the country.
We believe that the future of shopping is secondhand. Our mission is to make the fashion industry more sustainable by providing a safe and convenient person-to-person online platform for selling and buying preloved fashion.
About Aune Aunapuu, Founder and CEO of Yaga
Aune is the Founder and CEO of Yaga, South Africa’s leading marketplace for preloved fashion. The inspiration for Yaga came when Aune attempted to sell a stroller her children had outgrown. Frustrated by the time-consuming and unreliable process on existing online marketplaces, she envisioned a platform where secondhand items could find new homes seamlessly and securely. This idea led to the creation of Yaga - a platform dedicated to giving preloved items a second life while making the buying and selling experience smooth, trustworthy, and rewarding.
Yaga first launched as a pilot in Estonia, where Aune tested the concept before bringing it to South Africa in 2020. Recognising a clear demand for a secure and user-friendly platform in the region, Aune was determined to fill the gap left by other online marketplaces like Facebook Marketplace, which lacked the functionality and safety features needed to truly unlock the potential of the preloved market. Under her leadership, Yaga has rapidly grown to become the number one marketplace for preloved fashion in South Africa, with ambitious plans to expand across the African continent.
Before founding Yaga, Aune built a strong foundation in environmental sustainability through her work as an environmental consultant. In this role, she assessed the environmental impact of large infrastructure projects, ensuring that sustainability was at the forefront of planning and implementation. Her academic background in environmental management and sciences further fuelled her passion for creating a platform that not only empowers users economically but also contributes to a more sustainable future.
Aune’s commitment to sustainability is at the core of Yaga’s mission. Through Yaga, she is championing a circular fashion economy that reduces waste and extends the life of fashion items, making sustainability both accessible and profitable for everyday people. Today, Yaga stands as a testament to her belief that environmental consciousness and economic empowerment can go hand in hand.
Additional stats
Over 800,000 users in South Africa
Close to 2,000,000 items sold
Over R500m made by sellers
Most popular categories:
Womenswear
Menswear (fastest growing category)
Kids
Home
Beauty
Condition of items:
65% “like new” or “new”
30% “good”
5% “fair” or N/A
Images
Logo:
Product images:
Other images:
Recent TV adverts: