Consumers are demanding resale. Regulators are requiring repair and reuse. Competitors are scaling fast. This playbook shows why recommerce is no longer optional — and why it will define brand relevance by 2026.
Summary:
- Gen Z sets the pace: In surveys, 68% of Gen Z and Millennials reported shopping second-hand — and nearly half said it’s the first place they look.
- Resale is mainstream: According to global surveys, 70% of consumers planned to buy used in 2024; 1 in 7 do it weekly.
- Leaders are scaling now: eBay, IKEA, Zalando, and H&M treat recommerce as core business.
- The market is exploding: Global forecasts show recommerce nearly doubling by 2032; Europe alone set to triple.
- Regulation is coming: EU rules by 2026 will require repair, reuse, and transparency.
Recommerce won’t just be growth — it will define brand relevance.
Gen Z Is Setting the Standard
Recommerce is no longer a fringe behavior — it’s becoming the default. According to ThredUp’s 2025 Resale Report, around 68% of Gen Z and Millennials shopped second-hand in 2024 — and nearly half said it’s the first place they look.
For younger consumers, resale isn’t a compromise — it’s the expectation. And this shift isn’t limited to fashion. From refurbished smartphones and laptops to power tools and kitchen appliances, Gen Z is normalizing reuse across categories.
💡 Meeting Gen Z’s demand means meeting the future market.
Consumer Shifts: Mainstream & Habitual
But this isn’t just about Gen Z. Resale has gone mainstream.
- 70% of global shoppers surveyed planned to buy second-hand in 2024 (eBay Recommerce Report, 2024)
- 1 in 7 internet users buy a second-hand item online every week (DataReportal / GWI, 2022)
Resale is no longer an edge case — it’s the new normal. It’s a routine behavior embedded in everyday shopping habits.
💡 If resale is now routine for millions — including your customers — failing to offer it risks loyalty, margin, and long-term relevance.
Competitive Moves: Market Leaders Are Monetizing at Scale
Consumers are demanding resale — and some leading retailers are already making it a core business.
- eBay reports that pre-loved and refurbished goods now account for ~40% of its GMV (global platform)
- IKEA: Piloting buy‑back and resale in multiple markets
- Zalando has integrated its Pre‑Owned resale platform into 13 countries, blending resale with its existing logistics and sales infrastructure
- H&M is expanding its second-hand initiatives across its group, in-store and online, to support circular fashion models
These are not small experiments — they are becoming strategic revenue engines.
💡 Being slow to act means risking market share, loyalty, and brand credibility — because those who scale first will own the lead in recommerce.
Market Growth: A Doubling Industry
Analysts expect recommerce to nearly double by 2032, with global forecasts ranging from $160B to $290B+ — and even higher if broader categories like electronics and appliances are included.
In Europe alone, the second-hand market is forecast to triple by 2029, growing from €38B to over €120B, according to Future Market Insights.
Refurbished electronics and appliances are outpacing many fashion categories in growth.
Laptops, power tools, and household appliances are shifting from niche resale items to strategic, high-demand categories — driven by price-consciousness and sustainability trends
Regulatory Pressure: Compliance by 2026
Even if demand and competition weren’t enough, regulation is making recommerce increasingly unavoidable.
- Repair & Reuse Requirements: New EU rules will require manufacturers to offer repair services and spare parts for many categories of goods — from electronics to household appliances.
- Transparency & Traceability: Digital product passports are being phased in, requiring brands to share data on repairability, durability, and recycling.
- Accountability for Waste: Extended producer responsibility schemes are expanding, shifting recycling and disposal costs back onto manufacturers and importers.
By 2026, repair and reuse won’t just be encouraged — they’ll be required by law in many sectors.
The Recommerce Playbook: What to Do Now
The brands gaining ground are those building capability now.
5 Steps to Stay Ahead by 2026
01. Launch resale pilots — Focus on trade-in or buy-back models, especially in high-value, durable categories like electronics and appliances.
02. Build reverse logistics & refurbishment capacity — These will be core infrastructure for both compliance and value recovery.
03. Track product lifecycle data — This is key to upcoming Digital Product Passport (DPP) and Right to Repair compliance.
04. Design for repairability — Align future product development with modularity, spare parts availability, and circular principles.
05. Own the narrative — Lead on circularity and sustainability to win trust from Gen Z consumers and ESG-minded investors.
Example Payoff:
- A retailer with €100M annual revenue and 10% resale adoption could unlock €10M+ in new revenue streams
- Improving recovery by just 20% vs liquidation could put €2M back on the P&L
- Shortening resale cycles from months to days improves cash flow and reduces warehousing costs
Recommerce doesn’t just protect margins. It reduces transportation emissions, keeps products in use longer, and strengthens ESG reporting.
Ready to Recover more Value out of Returns?
Renow’s Outlet-as-a-Service helps retailers, marketplaces and brands turn returns into revenue — with zero handling costs, near instant relisting, and up to 20% more recovery value compared to traditional resale workflows.
Renow helps you:
- Offload 100% of your returns
- Relist items in as little as 5 hours
- Eliminate fixed costs with a decentralized, AI-powered logistics network across Europe
- Lower cross-border and operational costs by up to 70%
- Drive ESG outcomes with waste and CO₂ reductions
Resale doesn’t have to be a burden. With Renow, it’s a business advantage. See how Renow helps brands recover more value from every return.
Closing Thought
By 2026, recommerce won’t just be a growth lever — it will be a test of brand relevance.
- Consumers are demanding it
- Competitors are scaling it
- The market is doubling
- EU regulation will require it (for many categories)
The brands that act now won’t just stay compliant — they’ll lead.
About Renow
Renow is an AI-based recommerce startup that has created a unique way to build marketplace supply. Renow disrupts the supply chain through virtual warehouses and a grading engine offered with a freemium model for retailers and 3PLs. For consumers, Renow offers high-quality 2nd-cycle products from top brands at discounted prices. Renow’s vision is to make recommerce mainstream and decrease waste.
Sources:
ThredUp (2025). 13th Annual Resale Report.
NielsenIQ & World Data Lab (2024). Spend Z: A Global Report.
eBay (2024). Recommerce Report.
DataReportal / GWI (2022)., Digital 2022: Global Overview Report.
Stratistics Market Research Consulting (2025)., Global Recommerce Market Forecast 2025–2032.
OfferUp (2024). Recommerce Report.
Future Market Insights (2025).
European Commission (2024). Right to Repair Directive (EU 2024/1799)
European Commission, Digital Product Passport (DPP) Framework
EU Extended Producer Responsibility (EPR) Guidelines.
