Shopping for second-hand merchandise on-line has turn into frequent in Germany: 55 p.c of shoppers purchased a used product on-line final yr. Moreover, most Germans are energetic sellers of used merchandise: 52 p.c provided one thing on the market, primarily trend, books, and electronics.
That is in line with a brand new report by Bundesverband E-Commerce und Versandhandel Deutschland (bevh), created in collaboration with the schools of Saarland and Regensburg. The report’s title is: “Relevance and views of recommerce for German retail”.
Ecological and worth motivations
A survey of 1,903 German shoppers discovered that there are a number of primary causes for buying second-hand merchandise. Of the respondents, 71.5 p.c cited ecological considerations, 71.2 p.c talked about the low costs, and 66 p.c referred to the value-for-money facet. The overwhelming majority of second-hand consumers (77.6 p.c) stated it’s doubtless they are going to buy second-hand merchandise on-line once more within the subsequent 12 months.
Most consumers anticipate to purchase second-hand merchandise once more
In 2024, the entire German recommerce income reached 9.9 billion euros, as introduced by bevh final month. This marked a 7.2 p.c development within the second-hand market, practically twice as quick as the expansion of on-line product spending in Germany (3.8 p.c).
Second-hand buying
On-line gross sales of second-hand merchandise historically happen on P2P platforms akin to Vinted, the place shoppers join as consumers and sellers. In recent times, many retail and platform corporations have additionally entered the second-hand market.
For instance, Ikea, which dominates the European on-line furnishings market alongside Amazon, launched a market for pre-owned furnishings. Decathlon just lately began providing promoting companions the choice to promote used sporting items in Germany. Demand from European prospects has pushed second-hand buying on Amazon right into a billion-euro enterprise. And TikTok Store goals to carry the sale of pre-owned gadgets to continental Europe.
Worth-conscious and sustainable
On-line buying is the driving pressure behind the transformation from a linear to a round financial system, in line with bevh. Ecommerce offers “the choice to the throwaway mentality”, says spokeswoman Daniela Bleimaier. “It reveals that price-conscious buying can be sustainable. Policymakers could make a big contribution by supporting retailers on this transition.”
‘Ecommerce is a substitute for the throwaway mentality’
Politicians nonetheless don’t contemplate recommerce a part of the ecological transformation, Bleimaier believes. There’s a want for a political framework that promotes recommerce, in line with bevh, with measures to strengthen shopper belief, decrease VAT, harmonize European laws, and stimulate digital product passports, open information requirements, clear definitions for used, refurbished, and recycled merchandise, and clear product labeling.
