Circular Business Models: Dolap

Client: Trendyol/Dolap
Country: Türkiye
Sector: E-Commerce

This is a pioneering project that quantifies the environmental benefits of second-hand fashion through a science-based approach. By analyzing user behavior and product circulation on Dolap, the project highlights how circular fashion platforms contribute to reducing carbon emissions, water use, and waste—offering consumers a tangible role in sustainable living.

The challenge

The fashion industry is one of the most resource-intensive sectors, responsible for significant carbon emissions, freshwater consumption, and textile waste. While second-hand platforms like Dolap offer a promising solution, their actual environmental impact is often anecdotal or misunderstood. Without data-driven analysis, it's difficult to prove the real value of resale in offsetting the footprint of new clothing production. Furthermore, shifting consumer habits from fast fashion toward reuse requires both behavioral incentives and credible sustainability proof points.

Our solutions

In partnership with Dolap, we developed a comprehensive impact model to assess the environmental savings generated through second-hand transactions on the platform. By mapping product categories to lifecycle data and estimating avoided production impacts, we calculated savings in carbon emissions, water use, and waste generation. The methodology was aligned with LCA principles and reviewed for transparency. The results were published in a public-facing impact report, offering users clear metrics — such as how many kg CO₂ or liters of water they saved by selling or buying second-hand items. The project also included awareness campaigns to translate data into behavioral change.

Impacts of project

The project demonstrated that in 2022 alone, Dolap users collectively avoided 39,000 tonnes of CO₂e emissions, saved over 1.3 billion liters of water, and prevented 1,000 tonnes of textile waste. These figures gave users direct visibility into their positive impact, reinforcing the value of second-hand shopping. The project not only validated Dolap's role in circular fashion but also helped the brand integrate sustainability into its core messaging. By turning complex data into accessible insight, the project empowered consumers and strengthened Dolap's position as a sustainability leader in the fashion tech space.