While recommerce has gained more and more traction amongst consumers, recommerce discovery can be difficult because every item is one of a kind and every listing is unique. As Chief Product Officer at Poshmark, Heather Gordon Friedland recently led the app's first redesign in 15 years, which began rolling out to North American users early 2026. Heather and her team approached the new app experience for its 165 million members as one designed to put style and visual storytelling first. In this conversation, Heather shares how shifting shopper behavior shaped that redesign and what it means for the future of resale.

• How resale shoppers browse, buy, and return, and how those behaviors are changing the product roadmap

• Why Poshmark moved from a transaction-first experience to an inspiration-led one, with larger portrait imagery and guided, trend-driven browsing

• How the new "For You" feed surfaces unique, relevant finds, using AI trained by human sellers and editorial teams, and ranking on quality and relevance rather than how often a listing is shared

• Keeping community features at the core of the experience while the discovery model evolves