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Oxfam GB partners with Thriftify after 292% listings lift
Howard Lake | 28 August 2026 | News
Oxfam GB has signed an enterprise agreement with Thriftify, the omni-channel listing platform built for resale, following a pilot in which the platform grew Oxfam’s average daily online listings per lister by 292%.
The pilot also lifted average sale price by 24% month on month and cut pick and pack time per order by 51%, according to Thriftify’s case study.
What the technology does
Thriftify’s platform uses artificial intelligence to turn a photograph of a donated item into a full marketplace-ready listing, then publishes it across several channels at once. During the Oxfam pilot, listing data per item grew by up to 1,200%, with size grids, fabric composition, fit, rise, season and eBay item specifics completed automatically.
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Those are the fields eBay’s search algorithm rewards, which is the stated reason items sold both faster and at higher prices. The tool helps charity retailers describe donated stock accurately enough to be found. To date this has involved a labour cost, whether paid staff or volunteers, that reduced the net value of items sold. Workflows combining text, photographs, pricing, and warehouse operations resulted in a limit on the number of items that could be processed, together with inconsistencies in listings.
Context
Oxfam opened its first permanent charity shop at 17 Broad Street, Oxford, in 1947, and remains one of the country’s largest resale businesses. UK charity retail generates more than £387 million in profit a year across over 10,000 shops, according to the Charity Retail Association. Online resale is the fastest growing part of that trade.
Julie Tyrrell, Head of E-commerce and Retail Sustainability at Oxfam GB, said:
“Thriftify’s platform is enabling us to list more items, sell them at a higher average sale price and a faster sell through rate.”
Rónán Ó Dálaigh, Chief Executive of Thriftify, added:
“Oxfam GB is the original charity retailer and is one of the UK’s largest resale businesses. Being chosen as their partner for their next stage of growth and AI-adoption is the strongest possible validation of our solution.”
Thriftify works with charity retailers and resale operators across the UK, Europe, the Middle East and Australia.
- Oxfam announces retail strategy overhaul to boost online focus (11 March 2022)
- Oxfam looks to increase unrestricted income with more investment in legacies and regular giving (19 December 2024)
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.