American device trade-in specialist ecoATM has expanded into Canada with 13 kiosks recently installed inside Walmart locations near Toronto. This marks the company’s latest move to extend its international footprint after years of consolidating its leadership position in the United States.
A solution for e-waste
Founded in 2008 by Mark Bowles and co-founders, ecoATM was designed to tackle the growing problem of electronic waste. Its core product is a self-service kiosk that uses artificial intelligence, machine vision, and robotics to assess the condition of a device and provide consumers with an instant cash offer. Unlike online sales or mail-in programs, ecoATM kiosks offer the convenience of immediate in-person transactions.
Backed by major acquisitions
The company grew rapidly and in 2013 was acquired by Outerwall Inc., the operator behind Coinstar and Redbox kiosks, for €350 million. This acquisition accelerated ecoATM’s expansion by leveraging Outerwall’s existing retail partnerships. In 2016, ecoATM changed ownership again when it was acquired by Apollo Global Management. Under Apollo, ecoATM integrated with Gazelle.com, creating ecoATM Gazelle, which combined physical trade-in kiosks with an online platform.
Growing beyond mobile phones
Over time, ecoATM broadened its focus beyond Apple iPhones and smartphones to include tablets and other electronics. With more than 6,500 kiosks in the United States, the company has established itself as one of the leading players in the re-commerce industry. Its mission remains clear: to extend the lifecycle of consumer electronics while contributing to a reduction in global e-waste.
Lessons from European expansion
EcoATM has previously attempted to expand into Europe. In 2021, the company partnered with Back Market and Carrefour to launch more than 50 kiosks in hypermarkets and supermarkets, with plans for 135 by the end of that year. EcoATM also installed kiosks in the UK and Germany, including placements in MediaMarkt stores. However, the initiative did not gain sufficient traction, and the company eventually withdrew from Europe.
A cautious step into Canada
The launch of kiosks in Canadian Walmart stores signals a new chapter in ecoATM’s international strategy. Starting with 13 kiosks near Toronto, the company is testing whether the model that succeeded in the US can gain similar adoption north of the border. Success in Canada could pave the way for further international rollouts, but ecoATM is likely to approach expansion cautiously after its experience in Europe.
Market
Trade-in
Repair
Refurbishing
