Topic of the Week - Recommerce Fuels Europe’s Circular Economy
A recent report from bevh, the German E‑Commerce and Mail Order Association, highlights a powerful shift that is redefining online retail across Europe: ecommerce is emerging as the driving force of the circular economy, particularly through recommerce – the buying and selling of second‑hand goods online. In Germany alone, 55% of consumers purchased a pre‑used product online last year, while 52% actively sold items. These are far from niche behaviours. In a survey of nearly 1,900 respondents, nearly three‑quarters (71.5%) cited ecological motives for shopping second‑hand, closely followed by 71.2% seeking lower prices and 66% valuing strong value for money. Importantly, 77.6% of those surveyed expect to make similar purchases again within the next twelve months.
This momentum is evident in the figures: Germany’s recommerce market reached €9.9 billion in 2024, growing by 7.2%, almost twice the 3.8% growth seen in traditional ecommerce. Where peer‑to‑peer marketplaces such as Vinted and eBay Kleinanzeigen have long led the way, established retailers are now entering the recommerce space at scale. Ikea has launched a dedicated pre‑owned furniture marketplace, Decathlon is offering refurbished sports equipment, Amazon’s second‑hand segment has become a billion‑euro business, and TikTok Shop is trialling pre‑loved goods across Europe.
Ecommerce is no longer simply a sales channel; it is now a catalyst for a more sustainable and resource‑efficient model of consumption. As bevh’s spokeswoman Daniela Bleimaier explained, ecommerce provides an “alternative to the throw‑away mentality”, proving that eco‑friendly shopping can also be cost‑effective.
However, the growth of recommerce will require more policy support to reach its full potential. bevh is calling for harmonised EU measures, including reduced VAT rates on used goods, digital product passports to track product lifecycles, clear legal definitions for used and refurbished items, and transparent labelling standards to build consumer confidence.
eCommerce Market Stats
See some statistics relating to this week’s topics in the eCommerce market below.
OpenAI eCommerce stats
- Europe’s second-hand market was valued at €75 billion in 2023, with projections exceeding €120 billion by 2027.
- 69% of European shoppers bought at least one pre-owned item in the past year, mainly driven by sustainability and cost savings.
- Over 60% of major EU retailers now offer dedicated recommerce or refurbished product ranges.
- Recommerce in Europe is expanding at 15–20% annually, outpacing the 8–10% growth of traditional ecommerce.
- Vinted has reached 80 million users across Europe, becoming the largest dedicated recommerce marketplace.
That’s all for this week…
If you would like to read more industry related news and insights, check out our articles below, or get in touch to discuss our services!
