Back Market’s BackForum 2025 in Paris. An impression!

New record expected for 2025

Back Market, funded over 11 years ago, is entering a significant new growth phase, projecting over € 3 billion in GMV for 2025; a 30% year-on-year increase in Q2 alone. The platform now connects 17 million customers across the globe, with new user registrations rising 36% this quarter, highlighting growing consumer interest in sustainable technology. Back Market’s expansion is particularly notable in the United States, which has become its second-largest market, underscoring the company’s strengthening global footprint. The platform continues to attract both first-time buyers and loyal repeat customers, driven by its focus on high-quality refurbished devices and a seamless online shopping experience.

During the event, the company announced that its first Back Market shop will open in New York this October. Expanding into direct retail is expected to support the platform’s continued growth. SecondaryMarket.news wouldn’t be surprised if Back Market also launches additional outlets in Europe, potentially as shop-in-shop locations, in the near future.

Refurbished gains ground as consumers seek value and quality

France remains Back Market’s leading market by GMV, posting strong double-digit growth, while other markets are expanding rapidly and supporting the platform’s diversified global performance. The US, the UK, and Germany form the next tier of key markets, each growing at a double-digit pace and collectively achieving 100% growth. Spain ranks as the fifth-largest market, and in Austria, Back Market nearly tripled its GMV in Q2 2025 compared to Q2 2024. Italy, Austria, and Portugal are standout performers, recording triple-digit year-over-year growth and demonstrating highly successful market penetration.

Refurbished devices rise amid economic uncertainty

Amid inflation, geopolitical tensions, and trade uncertainties, consumers are increasingly turning to refurbished and used devices, which offer clear value without compromising quality. A recent NielsenIQ study  highlights this shift, showing that France leads the European Union with 18% refurbished device penetration in share of online shoppers, followed by Spain at 9%, the UK and Germany at 8%, and Ireland at 7%.

Apple continues to lead Europe’s secondary market across categories. In smartphones, it holds over 62% market share, followed by Samsung and, for the first time, Google. Apple also leads in tablets, laptops, smartwatches, and headphones.

In the gaming console segment, Sony maintains the top spot, followed by Microsoft and Nintendo. These trends underline the growing acceptance of refurbished electronics and Back Market’s pivotal role in shaping Europe’s circular tech economy.

Expanding services to drive future growth

“The shift away from fast tech is no longer a niche trend, it’s becoming a cultural norm. Consumers are prioritizing durability, repair, and reuse because it makes sense for both their wallets and the planet. Our role at Back Market is to accelerate that movement and make the sustainable choice the easy choice,” said Thibaud Hug de Larauze, Co-founder and CEO of Back Market, during BackForum.

Building on this mission, Back Market has launched a repair platform open to everyone, starting in France, Germany, and Spain. Powered by Evy, the service, operating from Poland with a turn-around-time of 3 business days, enables both customers and non-customers to access smartphone and tablet repairs on a one-off basis, with a monthly subscription model set to launch in the coming months. Currently, the platform covers out-of-warranty repairs, each guaranteed, and devices that cannot be repaired are eligible for a trade-in voucher. By making repairs accessible, reliable, and fully integrated into the product lifecycle, Back Market positions itself as the first true one-stop shop for sustainable device care.

Back Market is also scaling its business-to-business and operator offering

Already adopted by nearly 6,000 companies in France and 250 in the United States, the service helps organizations reduce IT costs while advancing their sustainability goals. Growth has doubled in 2025, and leading companies including Air France have already joined. Back Market aims to establish itself as the trusted sustainable IT partner for businesses across Europe and the United States.

Back Market has launched a dedicated operator service in collaboration with Bouygues Telecom in France and Visible by Verizon in the US. The initiative is already gaining traction: in France alone, Bouygues has sold 35,000 subscriptions paired with a refurbished device. Building on this momentum, Back Market aims to broaden its operator network in other markets, bringing similar services to additional carriers soon and further integrating refurbished devices into mainstream mobile offerings.

Back Market strengthens platform with AI and fraud protection

Fraud remains a major challenge for online marketplaces, and Back Market is taking decisive steps to tackle it. Looking ahead, Back Market is intensifying its efforts by combining AI technology with a team of internal and external fraud prevention experts, alongside new biometric and ID verification tools.

The platform is also rolling out new features to enhance the shopping experience, including flash sales and special deals for selected categories. Internal data shows that merchants integrating Back Market’s API can boost sales by up to 60%. Notably, five of the platform’s top ten sellers already use the Back Box API, demonstrating its effectiveness. AI will also play a role in supporting customer service, particularly in handling misclassification claims, further improving the overall marketplace experience.

Back Market supporting Slow tech

The era of “fast everything”, from fashion and food to technology, is giving way to a mindset that values trust, durability, and purpose. This transformation is evident across industries: refurbished technology is gaining traction, circular fashion is growing, and consumers are increasingly seeking experiences and products that last. Back Market’s eleven-year journey reflects this shift. Refurbished devices deliver the same performance at a lower cost and with less environmental impact. Beyond the practical benefits, choosing refurbished represents a broader cultural change: consumers are prioritizing intention and meaning over constant upgrades, reshaping how we value and interact with technology.

Back Market pushes for fair marketplace rules creating equal playing field

Marginal VAT continues to pose challenges across the EU, affecting all marketplaces including Back Market. The platform emphasizes that its compliance processes are among the most rigorous in the industry, and it actively monitors transactions to ensure adherence. Beyond internal measures, Back Market is working with the French trade association SIRMIETT to advocate for stricter EU directives and stronger enforcement where necessary, aiming to create a truly level playing field for all marketplace participants.

Conclusion

The choice of venue reflected Back Market’s perspective on the global refurbished market: a deliberately refurbished building in the heart of Paris, symbolizing the company’s position as a major player  in selling refurbished products. Across Europe, refurbished marketplaces are gaining strength, and Back Market continues to expand or consolidate its market share.

Looking ahead, the opening of a dedicated physical store in New York marks a new chapter in the company’s growth strategy. AI is set to play an increasingly important role in upcoming platform developments, from fraud prevention to customer service. The industry will be watching closely at BackForum 2026 to see the latest innovations and initiatives from the company.