Yaga

Yaga operates a consumer-to-consumer online marketplace for secondhand fashion and other preloved goods. Sellers photograph items they no longer need, upload images with a description and price, and ship the item once it sells; listing and selling are free, and sellers keep the full amount they earn. Buyers browse listings from other users in their community, including vintage items and items from influencer and blogger wardrobes, and complete purchases in-app through a "Buy" flow.

The service combines integrated delivery partners with secure payment options, a Yaga Wallet that can be used to pay for purchases, and delivery costs charged separately at checkout unless the seller states otherwise. In-app purchases are covered by a Buyer Protection scheme applied for a small fee, which gives buyers access to a refund policy and customer support. Discovery features include the ability to follow favourite shops and receive notifications when they add new items or reduce the price of a liked item.

The Android app is published by Yaga OÜ, an Estonian entity based in Tallinn, and support for the South African operation is handled through support@yaga.co.za.

Business model

Marketplace model in which listing and selling are free and sellers retain their full earnings; revenue-generating charges identified in the app listing include a Buyer Protection fee applied to in-app purchases and delivery charged at checkout.

Fees attached to transactions rather than to listings: buyers pay a small Buyer Protection fee on in-app purchases, and delivery is paid separately at checkout unless otherwise stated by the seller.

Traction

The Android application has surpassed one million downloads on Google Play and continues to receive updates, with a release noted in August 2026.