Ceconomy accelerates refurbished sales amid profitable growth streak

Refurbished sales scale rapidly

Within this broader transformation, refurbished products emerged as a standout growth vector. Refurbished unit sales increased nearly fivefold year over year to 205,000 units in the first quarter alone. While the company did not disclose revenue contribution from refurbished devices, the sharp volume expansion indicates accelerated consumer acceptance within mainstream retail environments.

For the secondary mobile and consumer electronics ecosystem, this development is strategically significant. MediaMarktSaturn’s retail footprint provides scale, visibility and distribution reach that independent recommerce players often lack. By embedding used and refurbished devices into its omnichannel model, Ceconomy is helping normalise secondary hardware across both physical stores and digital channels.

The rapid increase in refurbished unit sales also strengthens reverse supply chain dynamics. As large retailers professionalise trade in, grading and resale processes, they create more predictable demand for certified pre-owned inventory. This can improve pricing transparency and residual value stability across the broader European market.

Services strategy drives profitability

Beyond refurbished expansion, Ceconomy’s services and solutions segment delivered substantial growth, contributing to improved profitability. Retail media, marketplace activities, private label offerings and space as a service models all supported margin development during the quarter. These adjacent revenue streams reduce dependence on pure hardware margins and align with longer device lifecycles.

Online sales exceeded 30% of total revenue for the first time outside lockdown periods, underscoring structural shifts in purchasing behaviour. For the recommerce sector, this reinforces the importance of seamless integration between online storefronts, in store fulfilment and after sales services such as repair and warranty extensions.

Customer satisfaction, measured by a net promoter score of 61 points, reached a record level for a first quarter. High satisfaction metrics can be particularly relevant for refurbished device sales, where trust, grading transparency and after sales assurance are decisive purchase factors.

International portfolio resilience

Ceconomy reported balanced performance across its international portfolio, with robust growth in Türkiye, Spain, Hungary, Switzerland and Italy. Geographic diversification reduces exposure to isolated economic volatility and enables cross market scaling of refurbished and services models.

As refurbished sales scale within a large retail environment, cross border harmonisation of grading standards, logistics and compliance frameworks becomes increasingly important. Retailers operating across multiple European jurisdictions can help standardise consumer expectations around certified pre-owned devices, including smartphones such as the Apple iPhone and other high value categories.

Strong category performance in gaming, floor care and computer hardware further demonstrates that circular strategies are not limited to smartphones. The expansion of refurbished into adjacent electronics categories can accelerate overall recommerce maturity and increase device recovery rates across the value chain.

Outlook reinforces circular momentum

Ceconomy confirmed its outlook for the full financial year 2025 to 2026, projecting moderate sales growth and adjusted EBIT of approximately € 500m. The continuation of disciplined cost management combined with targeted investment in growth areas suggests sustained strategic focus on services and refurbished integration.

For stakeholders in the global secondary mobile market, the message is clear. Large scale omnichannel retailers are no longer testing refurbished as a peripheral initiative. They are embedding it within core growth strategies alongside retail media, marketplace models and service platforms. As refurbished volumes expand within mainstream retail, competitive dynamics for independent recommerce specialists will intensify, but so will overall market legitimacy.

Ceconomy’s first quarter results therefore represent more than a financial milestone. They illustrate how circular electronics and profitable retail transformation are increasingly converging within Europe’s largest consumer technology networks.