Wallapop drives sustainable marketplace growth, achieving higher sold rates with behavior-led promotions

Wallapop is a leading re-commerce app in Southern Europe, making secondhand the first choice for over 19 million monthly active users. Powering the circular economy in Spain, Italy, and Portugal, the Barcelona-based platform hosts 100 million listings annually and has helped 180 million items find a second home.

Wallapop has been working with Braze for over a decade, growing alongside the platform as its business and CRM strategy evolved. In 2025, Wallapop wanted to change its strategy, using promotions for activation instead of acquisition, to create a more engaged and resilient marketplace. And Braze was the perfect partner to achieve it.

The big picture: Evolving promotions from buyer incentive to behavioral level

Wallapop knows a sustainable circular economy requires ongoing engagement, and it works hard to create a community where like-minded members can make secondhand a habit. But that can’t happen if users list-and-leave.

Previously, Wallapop had only used promotions to encourage purchase, which had been successful in driving sales and revenue, but didn’t support the platform’s wider engagement goals—to nurture a vibrant and active marketplace that matched a steady supply of preloved items with engaged, value-aligned purchasers.

To address this, Wallapop decided to diversify its promotional strategy. Instead of using promotions as a buyer incentive to encourage purchase, the teams wanted to use them as a behavioral lever that supported wider community-building goals—and do so in a cost-effective and operationally efficient way.

In particular, Wallapop wanted to drive uplift in:

• Listing creation – Encouraging inactive sellers to return to the app with more items for sale, creating fresh inventory for buyers, driving stronger retention, and building a more resilient marketplace
• Cross-role engagement – Encouraging sellers to also become buyers, activating their existing value-aligned audience to ensure a strong balance between supply and demand
• Communication opt-in – Encouraging people to opt into communication methods, to increase opportunities to connect with existing users, and drive engagement in a cost-effective way

This is how they did it.

The strategy: Rewarding activation, not acquisition

The Wallapop team started from a simple question: What if promotions were used to activate users rather than acquire them? Instead of using discounts to draw new users to the app, what if they offered them as an incentive for existing users to become more active and engaged?

By reimagining incentives as an activation point instead of an entry point, the Wallapop team knew they could:

• Build a stronger and more engaged community
• Retain and satisfy users for longer lifetimes
• Increase the ROI of their acquisition efforts

So the team started to design a set of conditional, lifecycle-driven promotions to activate different actions across the marketplace.

Behind the scenes, Wallapop needed a way to:

• Act on live behavioral data within their app and lifecycle data in the CDP
• Create conditional user journeys and associated creative content
• Issue and manage incentives conditionally
• Close the loop with redemption and performance data

Fortunately, the Braze x Talon.One integration gave them the ecosystem to do just that.

Braze acted as the central orchestration layer, using real-time SDK and CDP-derived data to:

• Define audiences
• Trigger conditional journeys
• Detect qualifying actions

Meanwhile, Talon.One handled incentive logic and delivery, ensuring customers received the rewards they earned:

• Validation
• Cost control
• Reward delivery

The main effort was in the initial technical validation phase, which took a few weeks to ensure data flows, audience exports, and webhook integrations worked reliably end-to-end.

Once validated, new campaigns were created and launched within days, using reusable Braze Canvases, standardized audiences, and pre-approved creatives—enabling fast iteration and scale.

"Using Braze to orchestrate audiences, timing, and channels—and integrating with a promotion engine to manage incentives—Wallapop moved from isolated discounts to a scalable promotion framework aligned with long-term engagement and sustainable growth."

Lourdes Fuster Solà

Head of CRM & Product Marketing, Wallapop

By establishing Braze as the central orchestration layer—handling audiences, journeys, and real-time behavioral data—and integrating Talon.One for conditional incentive logic and cost control, Wallapop transformed a complex process into a simple, automated workflow. This separation allowed the CRM team to rapidly test and scale new activation campaigns using reusable Canvases and standardized audiences.

How they did it: step-by-step implementation

Step 1: Define the action

Instead of beginning with what discount they could offer, Wallapop started by thinking about what action they wanted to activate. Depending on the use case, the objective was clearly defined upfront:

• Reactivate early lapsing sellers by publishing a new listing
• Encourage cross-role behavior (sell → buy)
• Unlock marketing reach through consent opt-in

Step 2: Build the target audience in Braze

Using behavioral and lifecycle data, Wallapop created precise audiences in Braze, such as:

• Sellers inactive for a defined time window
• Low-purchase or low-engagement users
• Users without marketing consent

These audiences were continuously evaluated inside Braze to ensure eligibility and relevance.

Step 3: Launch a Canvas with a conditional message

A Braze Canvas was used as the orchestration layer. Users entering the Canvas received a clear, rewarding message explaining:

• The action to complete (e.g., publish an item, enable notifications)
• The incentive they would unlock after completing it
• The time window to do so

Messages were delivered via in-app messages, push notifications, and content cards, depending on the use case and legal constraints.

Step 4: Detect the qualifying action in real time

Braze tracked via audience paths whether users completed the required action within the defined window:

• Listing published
• Consent accepted
• Other qualifying lifecycle events

This action acted as the gatekeeper to the promotion. Users who did not complete the action were automatically excluded from the incentive flow.

Step 5: Send eligible users to Talon.One via webhook

Once the qualifying action was completed, Braze triggered a webhook to Talon.One containing the eligible audience. Talon.One handled:

• Promotion logic and validation
• Reward issuance (promo or cashback)
• Cost control and expiration rules

This separation allowed Wallapop to keep behavioral logic in Braze and incentive logic in Talon.One.

Step 6: Deliver post-reward messaging and reminders

Eligible users continued through the Canvas:

• Confirmation that the reward was unlocked
• Clear explanation on how and when to use it
• Reminder messages before expiration

This ensured the incentive was both understood and redeemed, maximizing effectiveness without over-communicating.

Step 7: Measurement and learning

Finally, results were measured against Control groups to assess:

• Incremental listings and transactions
• Cross-role behavior uplift
• Quality signals (sell-through, engagement per listing)
• Cost efficiency and scalability

Results: Uplift achieved, costs controlled, process proven

Wallapop achieved significant impact across multiple dimensions.

Marketplace engagement and quality

• Increase in listings, driven by conditional incentives that successfully reactivated dormant sellers across different inactivity windows
• Improved inventory quality signals, with promo-generated listings showing a +3% uplift in sold rate and a +2% uplift in buyer engagement (chats per listing) versus control groups
• Strong cross-role uplift, with up to 20% of reactivated listers converting into buyers in some iterations, reinforcing high-retention buyer–seller loops

Financial impact

• Incremental revenue impact, generating positive net revenue and ROI across campaigns, both directly through transactions and indirectly via improved marketplace dynamics

Operational scalability

• Drove community growth and engagement in a cost-effective way – expanding CRM reach, achieving strong ROI, and significantly improving cost per incremental listing and activation
• Transformed one-off campaigns into a repeatable, growth framework – the same Canvas structure can be reused by adapting only the audience, qualifying action, and incentive logic

"As the marketplace scaled, Braze evolved with us, enabling more advanced personalization, real-time orchestration, and multichannel engagement without losing flexibility. Rather than switching tools, we chose to deepen our partnership with Braze. Braze continues to be a core part of how we design lifecycle experiences, experiment with new engagement models, and support our long-term vision of making second-hand a natural, everyday choice."

Lourdes Fuster Solà

Head of CRM & Product Marketing, Wallapop

Key takeaways

Reimagine promotions as behavioral levers – By tying incentives to meaningful actions rather than blanket discounts, Wallapop drove sustainable engagement and stronger marketplace dynamics

Reuse Canvases for rapid, scalable impact – A reusable Canvas framework allowed teams to test, learn, and scale new use cases quickly without rebuilding from scratch

Grow with your tech partner – By deepening its long-term relationship with Braze and its partner ecosystem, Wallapop ensured its CRM team could invest its energy in creativity and evolution, enabling more advanced personalization and real-time orchestration without the time, cost, or friction of migrating or rebuilding its stack

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