Achieving the e-commerce hat-trick.
Increase in average daily online listings per lister.
Average sale price uplift, month over month.
Less pick-and-pack time per order.
- 500
- Oxfam GB shops across the UK
- £102.8m
- Retail gross income, FY23/24
- >12,000 tons
- Tons of donated clothing processed yearly
- 70+
- Countries Oxfam GB funds work in
How to increase productivity, utilising existing staff resources to drive additional income.
Like every large preloved retailer, Oxfam GB faced a structural problem: with an enormous volume and variety of donated stock how do you achieve the efficiency and accuracy to grow an online channel.
- 01LIMITED VOLUME
Listers could only create a limited number of items per day, putting a cap on the possible growth.
- 02DATA QUALITY
Listing data was fragmented and inconsistent, hurting search visibility.
- 03WORKFLOWS
Manual workflows created friction across listing, photography and warehouse operations.
- 04VISIBILITY
Limited operational visibility made it hard to spot high-value donations.
- 05SELL THROUGH
Sales need to grow, but discounting and pricing decisions are incredibly difficult with high volume one-of-one e-commerce.
Same donation. Listed twice. One sells.
A side-by-side of a manual Oxfam Shop listing versus a similar garment listed with Thriftify. Richer titles. Complete item specifics. Professional imagery. Multi-channel reach.
A sparse listing with hanger, vague title and minimal detail. Sold for £16.
Studio-style imagery, a structured search-optimised title, and full attribute coverage that drives buyer confidence and price lifting both ASP and STR.
Limited item specifics. No measurements. Limited filters surfaced.
All item specifics covered. Full size grid, fabric composition, care, fit, rise and season. Best possible eBay search engine results guaranteed.
1,200% more listing data per listing
Optimised for SEO and eBay search algorithms across titles, item specifics, descriptions and category mapping.
Unique pricing research per listing
Thriftify calculates the best possible price using marketplace data not a static rule.
Time savings compound downstream
From pick-and-pack to reporting, each subsequent action takes less time with automated listings upstream.
Improvements in each key metric
boost profits.
Listing throughput uplift
Average daily listings per operator grew substantially. Listing creation went from a manual content task to an AI-assisted one and the per-lister output ceiling rose dramatically without adding headcount.
Average sale price increase
Driven by a 1,200% increase in the quantity of listing data, and a measurable quality improvement aligned with best-practice search optimisation. Better titles and descriptions, richer item specifics, more impressions and increased buyer confidence at checkout.
Faster pick-and-pack
By unifying the product journey beginning with barcoding, time savings cascade to each subsequent action. Listing accuracy upstream means less reconciliation downstream in the warehouse.
Sell-through engine, not just listing tool
Thriftify operates as a sell-through engine handling initial pricing, automated discounting, and Strike Through Pricing on eBay.
Forecast retail income uplift
More listings in the same time reduces the cost per item. As items sell faster, at higher ASPs, profit grows. A more profitable model creates a growth flywheel.
Embedded as core retail infrastructure
Thriftify continues to improve based on feedback from Oxfam GB's various teams across listing, commercial, warehousing, and reporting.
The impact, hear from
both sides of the partnership.
Every pound we generate from donated goods is a pound we can put towards our work fighting poverty. Thriftify's platform is enabling us to list more items, sell them at a higher Average Sale Price and a faster Sell Through Rate.
When we combine the transformative impact of Thriftify's technology on our sales with their experience and expertise in resale, it gives us the confidence that together we can drive e-commerce success, making as many pounds as possible to support our mission.
As the original charity retailer and one of the UK's largest resale businesses, being chosen as Oxfam GB's partner for their next stage of growth and AI-adoption is the strongest possible validation of our solution.
While our mission is simple, to make listing fast & accurate, in practice we enhance each touchpoint of a preloved item's journey; from the picking floor to the customer's front door. The partnership is a great example of that efficiency gain.
Most excitingly, we have much more work to do, and our roadmap will deliver further growth and success.
Built shoulder-to-shoulder
with Oxfam GB's retail team.
From the warehouse floor at Oxfam GB's distribution centres to live training sessions with team managers, the roll-out worked because both teams worked together on real workflows. Thriftify's core platform is continuously enhanced based on testing and feedback.
The combined Thriftify × Oxfam GB project team at the Oxfam GB office
Left to right: Simon Hardwick, Penny Walker, Greg Smyth, Rónán Ó Dálaigh, Rahil Nazir and Julie Tyrrell.
Rónán Ó Dálaigh, CEO of Thriftify, at Oxfam Southern Logistics.
Celebrating a day of successful project planning with multiple stake-holders.
Live Thriftify training with Oxfam GB team managers in the listing studio.
Bláthnaid Devilly, centre, takes Oxfam GB's listing team through detailed image training and station setup.
The combined Thriftify × Oxfam GB project team at the Oxfam GB office
Left to right: Simon Hardwick, Penny Walker, Greg Smyth, Rónán Ó Dálaigh, Rahil Nazir and Julie Tyrrell.
Rónán Ó Dálaigh, CEO of Thriftify, at Oxfam Southern Logistics.
Celebrating a day of successful project planning with multiple stake-holders.
Live Thriftify training with Oxfam GB team managers in the listing studio.
Bláthnaid Devilly, centre, takes Oxfam GB's listing team through detailed image training and station setup.
Turning a charity retailer
into a sell-through engine.
The Oxfam × Thriftify pricing rules engine. From manual markdowns to a governed sell-through engine.
Pricing was a manual decision, not a system.
- 01AGED STOCK
Aged stock accumulating across a fragmented catalogue, with no consistent way to apply markdowns by brand, category, or listing age.
- 02MANUAL PRICING
Pricing decisions made manually, item-by-item, with no preview of impact and no ability to protect premium donations from blanket clearance logic.
One engine, every lever
a retail merchandiser needs.
Six capabilities working together: segmentation, markdown curves, eBay STP, impact preview, age-based triggers, and predictable rule precedence. Built specifically for how charity retail and high-volume resale teams actually merchandise.
Granular segmentation
Rules built by category and subcategory, brand, price bracket (multiple min-max ranges), and listing age so premium donations follow a different markdown path to general stock.
Single or progressive discounts
Apply a single markdown or an auction-style multi-stage curve with multiple steps, each triggered "After X days" from the original SKU listing date.
eBay Strike-Through Pricing
Automated eBay STP campaigns with the same granular variables turning markdowns into a merchandising signal rather than a blunt discount.
Rule impact preview
Before saving, see exactly how many listings a rule will affect: "This rule will affect 2,147 listings". Commercial teams validate scope before it reaches a live catalogue.
Original SKU age logic
Markdowns trigger on the original listing date, not the re-list date, so refreshed listings can't quietly mask stagnant stock.
Pause, resume, prioritise
Pause rules for seasonal campaigns without losing configuration. When rules overlap: category, brand or price bracket the user can prioritise.
The key numbers that tell
the story.
Return on Investment, per user, per month
By adopting Thriftify Oxfam achieved a return on investment of £12,760 per user per month. Crucially, this is the ROI achieved immediately upon adoption and with further adoption of Thriftify's feature-set it will likely double.
Daily sell-through rate uplift
In the best cases, Thriftify's pricing functionality combined with intelligent commercial implementation can increase sales dramatically. Pricing becomes a growth lever, not a cost-saving exercise.
SOURCE: Oxfam × Thriftify deployment data. STR = sell-through rate, defined as listings sold ÷ listings live.
Pricing is no longer a bottleneck.
It's a growth lever.
Most preloved retailers lose margin in two places: under-discounting stagnant stock, and over-discounting items that would have sold at full price. Oxfam GB's commercial team can now segment by multiple tiers, design a discounting markdown per rule, preview the impact before going live, and let the engine run.
The result is a charity retail operation that behaves like a modern e-commerce business: governed, automated, and built to convert. All manual repricing is removed and the time-consuming reporting and decision making process is reduced to a fraction of what it was.
"Thriftify is not only a listing tool, it's the sell-through engine sitting behind Oxfam's online retail operation. Pricing strategy used to be a manual and difficult process; now it's a dynamic and automated process: optimising for increased average sale prices and an STR which meets the business's need."
Turn more donations into more income, faster.
See how Thriftify's AI-assisted listing platform can lift your online throughput, sell-through and operational efficiency.