[🆕🇩🇪] Consumer trends and market potential

In Germany, a quiet revolution is reshaping retail — and it’s being led by secondhand goods. The practice of buying and selling used products online, known as re-commerce, is no longer fringe behavior. It has become a powerful movement fueled by price-sensitive consumers, eco-conscious habits, and digital transformation.

A new study titled “Relevanz und Perspektiven des Re-Commerce”, commissioned by the German E-Commerce and Distance Selling Trade Association (bevh) in cooperation with ibi Research (University of Regensburg) and the Institute for Retail and International Marketing (University of Saarland), provides a detailed view of how re-commerce is transforming the German market. Based on a representative survey of 1,903 German consumers, the study dives deep into buyer behavior, legal hurdles, and what must change for re-commerce to scale sustainably.

Re-commerce defined

In the German context, re-commerce refers specifically to the online trade of used or refurbished goods, either between private individuals (C2C) or through professional platforms and businesses (C2B2C or B2C). These can include:

• secondhand fashion via Vinted or Zalando Pre-Owned,
• used electronics on Rebuy, Back Market, or Amazon Renewed,
• books and media sold through Momox.

This model stands out for its contribution to the circular economy, an area where Germany — with its strong regulatory frameworks and consumer awareness — has strategic potential to lead.

Who are the re-commerce buyers in Germany?

The 1,903 consumers surveyed in the study were German residents, and the results were statistically weighted to be nationally representative.

Key demographic insights include:

• 55% of respondents purchased used goods online in the last 12 months.
• 52% sold used goods online in the same period.
• Younger consumers (especially under 35), higher-income, and university-educated users are significantly more active on re-commerce platforms.
• Gender distribution was balanced, and no specific geographic region was overrepresented.

Most commonly traded product categories:

• fashion (clothing and shoes),
• books and media,
• electronics (smartphones, laptops).

Why Germans turn to re-commerce

The study shows that price remains the top motivator, followed closely by value-for-money and environmental concerns. Specifically:

• 71.2% cited lower prices as a reason to buy used.
• 66.0% appreciated the good price-performance ratio.
• 71.5% indicated environmental sustainability as an influencing factor, though behavioral data shows this is often secondary in actual decision-making.

Nearly 54.5% of German buyers said that buying used goods allows them to afford more overall. Of those:

• 54.7% use the savings for daily living costs.
• 35.8% reinvest in further used product purchases.
• 34.4% prefer to save the money.

The German re-commerce market at a glance

The crucial numbers:

• market size in Germany (2024): €9.9 billion, up 7.2% from the previous year;
• growth outpaces new goods: Online re-commerce grew faster than traditional e-commerce for new products;
• retailers participating: Zalando (Pre-Owned), Amazon (Renewed, Warehouse Deals), Rebuy, Momox, eBay.de, Back Market.

Online marketplaces such as eBay Kleinanzeigen and Vinted play a pivotal role in C2C sales, while Zalando Pre-Owned and Amazon Renewed are actively developing structured resale and refurbishment ecosystems.

Environmental impact and sustainability goals

Germany’s re-commerce boom supports both climate policy and consumer goals. Key environmental insights from the report include:

• Manufacturing new electronics or fashion generates 70-95% of CO2 emissions over their lifecycle.
• Buying used reduces emissions by 60-80% per item.
• re-commerce also cuts down water use, waste generation, and the need for virgin raw materials.

Even accounting for increased shipping emissions, re-commerce remains significantly more sustainable than new product manufacturing.

However, the study warns of a “rebound effect” — some consumers use savings from used purchases to buy more, possibly offsetting ecological gains. Still, the net impact remains positive.

Operational and legal challenges

Despite strong consumer adoption, re-commerce in Germany faces several obstacles:

• logistical complexity: reverse logistics, inspections, grading, repairs;
• low margins on lower-cost items;
• supply unpredictability: inconsistent volume and quality of returns;
• legal gray areas: uncertainty in warranty rights, return conditions, and differential taxation.

Many German companies cited the need for clearer definitions of “used,” “refurbished,” and “recycled,” as well as standard product certifications to increase trust.

Policy recommendations for Germany

The study makes specific political recommendations to support the German re-commerce ecosystem:

• reduce VAT on refurbished goods,
• introduce product passports to track repairability and lifecycle,
• standardize definitions and labelling (“used”, “refurbished”),
• certify quality through official labels to boost trust,
• streamline legal clarity around warranties and resale conditions.

Daniela Bleimaier of bevh emphasizes that lawmakers must integrate re-commerce into climate, economic, and consumer policy agendas. Without this, Germany risks underutilizing a key tool for sustainable transformation.

Outlook: Germany as a re-commerce leader

The German re-commerce sector shows no signs of slowing down. With over 76.6% of current buyers planning to continue buying used products online, and 53% expecting to increase their purchases, the consumer trend is solid.

To fully unlock this sector’s potential, Germany needs coordinated efforts across retailers, policymakers, and tech providers. By tackling logistical and legal friction points, the re-commerce market can grow in a way that is both economically resilient and ecologically responsible.

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