Mature markets including Europe, the USA, and Japan showed flat to modest growth in pre-owned smartphone sales during the first half of 2025. Counterpoint Research reports that market saturation, longer replacement cycles, and rising operational costs, due to higher trade-in prices, tempered growth in these regions. Average year-on-year growth in mature markets hovered around 1%, as export declines and regulatory uncertainty weighed on overall activity. Consumers and retailers are increasingly turning to circular economy initiatives, such as buy-back programs and certified pre-owned sales, to maintain engagement with the secondary smartphone market.
Africa leads emerging market growth
Africa recorded the strongest growth among emerging markets, with a 6% year-on-year increase in pre-owned smartphone sales in H1 2025. Organized retailers are gaining market share from unorganized channels, supported by initiatives like the ‘Bridge by Digital Africa’ program. Imported used Apple iPhones have become particularly popular, valued for affordability and reliability compared to new local units. The Apple iPhone led growth with a 7% increase, driven by premium reseller partnerships and demand for models such as the iPhone 13 and newer. Samsung followed with 4% growth, bolstered by trade-in promotions on the Galaxy S and Z series. Top-selling models included Apple iPhone 11, 12, and Samsung Galaxy S20.
India maintains steady growth
India’s pre-owned smartphone market grew 5% year-on-year in H1 2025. Organized retailers are expanding buyback programs and promoting refurbished devices as premium, value-driven alternatives. Apple led with 19% growth, primarily from the iPhone 13 and 14 series, while Samsung saw a slight 1% decline, supported by steady demand for Galaxy S22 and S23 devices. Retailers’ exchange programs and extended warranties helped shift consumer demand toward newer, premium smartphones, reinforcing the market’s overall growth trajectory.
Southeast Asia sees 5% growth
Southeast Asia also grew 5% year-on-year, driven by a combination of large unorganized channels and growing domestic sourcing of used devices from China. Online platforms strengthened the consumer-to-consumer market by increasing trust and simplifying transactions. Apple dominated the region with 15% growth, particularly in Indonesia, led by iPhone 12 and 13 models. Samsung’s trade-in programs, often in partnership with platforms like Laku6, helped promote sustainability and after-sales engagement despite an overall 3% decline in some markets.
Mature markets remain largely flat
In the USA, Europe, and Japan, volumes remained largely flat. US retailers maintained high inventories of spare parts and strengthened buy-back programs to manage policy uncertainty. European markets faced rising operational costs, tighter regulations, and trade-related uncertainty, while competition intensified among retailers. In Japan, awareness of certified pre-owned devices is increasing, supported by carriers and OEM-backed programs. Apple iPhone 12 and 13 models continued to dominate mature markets, with Samsung’s Galaxy S series expected to gain momentum in select regions.
Market
Trade-in
Repair
Refurbishing
