Inside LoopOS: the Circular-ERP setting the new standard for multi-life commerce and retail

SecondaryMarket.news had the opportunity to interview Ricardo Morgado, co-founder and Chief Growth Officer, to discuss the history and future of LoopOS. The conversation placed a strong emphasis on the AI dimension, as LoopOS an AI driven ERP.

SecondaryMarket.news: Could you give a bit of background on LoopOS, including when the company was founded, where your headquarters are located, and how many employees currently work full-time to develop and maintain LoopOS software solutions?

Ricardo Morgado: LoopOS was established in 2023, following nearly seven years of work developing circularity-focused software and identifying a persistent gap in the market. Despite the sector’s rapid evolution, there was still no technology stack capable of scaling circular business models across diverse use cases, product categories or geographies. Retailers, OEMs and service providers continued to rely on legacy systems and ERPs built for linear commerce, even though circular operations demand far greater agility, modularity and data-rich workflows.

This realisation became the foundation for LoopOS: an AI-driven Circular-ERP built to orchestrate the entire multi-life device journey. The platform supports repairs, trade-ins, buy-backs, refurbishment, peer-to-peer models, reverse logistics and recycling through a single, configurable environment. It aims to serve as the operational backbone for multi-life retail, combining the adaptability of no-code tooling with the reliability and scale expected from enterprise-grade systems.

Headquartered in Coimbra, Portugal, LoopOS now employs roughly 35 full-time specialists across engineering, product development, infrastructure, AI and customer operations. The team supports a growing network of clients and partners across several European markets.

SecondaryMarket.news: You describe LoopOS as a no-code circular ERP system. Could you explain to our readers why you use this specific term and what advantages no-code capabilities provide for retailers, repair centres, and other circular economy stakeholders?

Ricardo Morgado: LoopOS describes itself as a “no-code Circular-ERP” to highlight a combination rarely found in traditional enterprise systems: the stability of an ERP paired with the flexibility required to run fast-moving circular business models. Because circularity is inherently dynamic, retailers cannot afford lengthy development cycles every time a workflow needs to be created, adjusted or scaled.

The platform operates like a configurable Lego set. Instead of commissioning bespoke code, retailers, OEMs and repair or logistics partners can assemble complete circular journeys using a library of reusable components. These modules cover all the steps required in multi-life operations, from online and in-store customer flows to transport integrations, repair-centre interfaces, communication touchpoints, payments, grading rules, valuation logic and service levels.

What would traditionally require months of custom ERP development can now be deployed within days. In many cases, LoopOS can go live in under 48 hours, as every circular scenario is built from the same no-code foundation.

Where typical trade-in and circular platforms expect retailers to reshape their operations to fit the software, LoopOS takes the opposite approach. The system adapts to the operational reality of each retailer, OEM or service partner, enabling teams to configure every rule, condition and workflow to reflect exactly how they want to operate, without compromise.

This model reduces technical dependency, accelerates experimentation and enables circular programmes to scale without added complexity. At the same time, it preserves the option for custom development when specialised requirements arise. Clients ultimately gain the best of both worlds: the speed and cost efficiency of no-code tooling, with the freedom to extend the platform through bespoke features when needed.

SecondaryMarket.news: Is LoopOS a full end-to-end ERP system covering everything from processing and inventory management to consumer service, invoicing, and detailed data analysis, or are there modules designed to complement existing retail software infrastructures in specific areas?

Ricardo Morgado: Our system is designed to operate in whichever way a retailer or OEM needs. Many companies already run their product catalogues, inventory and financial processes through large, monolithic ERP systems. LoopOS does not require those platforms to be replaced. Instead, it positions itself as a Circular-ERP, a specialised layer that sits on top of existing retail and ERP infrastructure to enable what those legacy systems were never built for, including scalable trade-in, repair, refurbishment, C2C and reverse-logistics models.

At the same time, other clients choose to use LoopOS as their primary system for circular operations. In those cases, the platform becomes the central hub for financial data linked to circular flows, customer support details, processing status and performance analytics, creating a single source of truth for the entire device lifecycle.

This dual capability is key, as circularity intersects with multiple functions across an organisation. Depending on each client’s maturity and operational needs, LoopOS can either complement the existing tech stack or serve as the central orchestration layer powering all circular activity.

SecondaryMarket.news: For which types of retail actions, such as Apple iPhone repair, recycling, or trade-in, can LoopOS be used effectively.

Ricardo Morgado: We supports the full spectrum of circular retail activities, from trade-in, recycling and refurbishment to rental and subscription models, C2C sales, warranty management, and reverse logistics. The platform is designed to handle any circular journey, regardless of product category or operational complexity.

To manage this wide scope, LoopOS is organised around what it calls its 3+1 Solution Domains. These comprise New Circular Channels and Recommerce, Aftersales Supply Chain and Reverse Logistics Operations, and the Circular Operating System, which centralises processes, data and workflow orchestration. Overlaying these domains is a transversal layer focused on AI-driven optimisation and ESG reporting.

This architecture enables LoopOS to power a wide range of operations from in-store smartphone repairs and e-commerce take-back programmes to large-scale refurbishment facilities and C2C marketplaces, within a single, unified system.

SecondaryMarket.news:  Can LoopOS be used effectively, and is your system modular, allowing retailers to choose only specific functionalities they require for their operational needs?

Ricardo Morgado: Our system is fully modular, allowing retailers and OEMs to activate only the features they need. Many clients start with a single component, such as online trade-in, in-store operations via the Hubs interface, or logistics handling and expand into additional modules as they realise the platform’s value.

This modular approach reflects the varying maturity levels of organisations. Some already operate in-store trade-in programmes and only require the online channel, while others need logistics orchestration or repair-centre workflows. LoopOS adapts to each client’s operational needs and scales seamlessly as their circular business model grows.

SecondaryMarket.news: How does LoopOS integrate into the supply chain of a typical retailer, and is your system designed to connect easily with third-party logistics providers, trade-in enablers, repair centres, or other service providers without complex technical requirements?

Ricardo Morgado: Integration is a core strength of LoopOS. The company emphasizes its focus on integrations because they are essential for making circular operations function effectively. LoopOS is fully API-first, turning every external service into a configurable component within its no-code flow engine. This includes the client’s core ERP, logistics providers, payment gateways, trade-in partners, and communication tools.

Circular channels rely on multiple systems and partners. LoopOS centralizes and orchestrates all of them, ensuring that data, operations, and decisions move consistently across the supply chain.

The platform also allows rules involving external services to be configured without any coding. For example, a retailer can route yellow iPhones to one logistics partner with a specific verification protocol, while sending black iPhones to a different carrier with a separate workflow, all managed directly within LoopOS.

This level of flexibility enables retailers, OEMs, and service partners to run complex circular supply chains efficiently, without the technical burden that traditional integrations usually require.

SecondaryMarket.news: Which product categories are best suited for LoopOS, and do you see higher adoption for consumer electronics like Apple iPhone devices, fashion products, or a combination of multiple categories within circular retail ecosystems across Europe?

LoopOS is product-agnostic and designed to support multi-life models across any category. However, the market is becoming increasingly product-focused. A decade ago, consumers would sell their phones on Craigslist or niche marketplaces. Today, most retailers and brands are bringing these circular channels in-house.

Retailers and OEMs are expanding circular touchpoints, turning the traditional one-off sale into a continuous loop of services that keeps customers engaged. Aftersales challenges are now seen as circular opportunities.

This shift is most evident in consumer electronics, where smartphone trade-in and refurbishment have reached a high level of maturity. Growth is now accelerating in other electronics and home appliances, where repair may serve as the primary circular channel. Each category demands a different customer journey, and LoopOS enables retailers to customise their approach.

The same transformation is emerging in fashion, where resale is booming, and increasingly in furniture and sporting goods. Circularity is becoming a cross-category retail strategy, and consumers are starting to see products not just as purchases but as assets with multiple lives. LoopOS is built to support this transition across all categories. While most trade-in or circular platforms focus on a single product type, some LoopOS clients already operate across four or more categories simultaneously.

SecondaryMarket.news: If a retailer implements LoopOS, how much training is typically required for staff to operate the system efficiently, and are there built-in tools, dashboards, or support features to minimize learning curves for employees handling Apple iPhone trade-ins?

Ricardo Morgado: Training with LoopOS is minimal, even in large and complex operations. For example, deploying the platform across multiple countries with online channels and over one hundred stores usually takes only a few days once workflows are finalised. Short training sessions are then held for each stakeholder group, from business managers to in-store staff. In most cases, a single session is sufficient because the interfaces are intuitive and designed specifically for each role.

Close support continues during the first months after go-live. Weekly check-ins are common to capture feedback and fine-tune workflows as operations evolve.

LoopOS also includes built-in tools and support consoles to help users get up to speed quickly. A core principle of the platform is optimising the user experience across every interface. Hubs is tailored for store teams, Core for administrators, Validation for online journeys and Handling for repair and logistics partners. This approach results in a short learning curve and consistent adoption across teams managing iPhone trade-ins or any other circular process.

SecondaryMarket.news: LoopOS supports companies with trade-in and buy-back programs, even though you never take ownership of the products. Could you explain how your software manages these programs while providing accurate valuation, tracking, and reporting for Apple iPhone devices?

Ricardo Morgado: Exactly. LoopOS is not a trader or operator and does not take ownership of products in the traditional sense. Its role is to provide technology that enables retailers, OEMs, brokers, carriers and repair partners to run circular programmes without significant capital expenditure.

For clients who require it, LoopOS can also offer a compliance and settlement service. In these cases, the platform issues payments or vouchers directly to end customers and ensures all legal and fiscal obligations associated with the transaction are met.

LoopOS also manages valuation, tracking and reporting on behalf of retailers or OEMs. When the retailer owns the stock, the platform handles valuation, grading, routing and financial reconciliation. When stock is routed to brokers, it can follow rules based on category, condition or auction model. The system also supports OEM take-back programmes where devices are sent directly to authorised WEEE partners.

SecondaryMarket.news: Does your trade-in or buy-back module include functional processing and grading of Apple iPhone devices, allowing retailers to assess condition, assign value, and automate workflows before resale, refurbishment, or recycling of these devices in circular operations?

Ricardo Morgado: Yes. LoopOS features a complete processing and grading module. Retailers and OEMs can use native tools such as visual grading and condition checks or connect seamlessly to third-party diagnostic solutions. The platform also uses LoopOS AI to analyse and diagnose devices across multiple product categories, incorporating technical information, test results and OEM specifications.

Once a device is graded, LoopOS can automatically assign value and trigger the appropriate workflow. This may include routing to resale, refurbishment, repair, recycling or broker partners. All rules are fully configurable, allowing retailers to build detailed decision trees that reflect their operational needs and product strategies.

The result is a consistent, automated and transparent process for iPhone trade-ins and other product categories, powered by AI and supported by integrations with all relevant product-specific data sources.

SecondaryMarket.news: Recently LoopOS represented Portugal at the Startup World Cup Global Finale and won the Digital With Purpose Startup Global Award 2025 in Brussels. How do these recognitions help LoopOS further drive sustainability and circular economy innovation?

Ricardo Morgado: Above all, these recognitions demonstrate that stakeholders understand the gap LoopOS is addressing. Circularity is no longer just a compliance requirement but a significant business opportunity, and these awards confirm the importance of the problem the platform is solving.

The accolades have also helped raise international awareness and credibility. Today there is no doubt that the market is evolving, and this visibility accelerates industry conversations while reinforcing LoopOS’s mission to enable scalable circular models.

SecondaryMarket.news: In your view, what does a typical LoopOS customer look like in terms of size, sector, and operational focus, and could you provide concrete examples, such as retailers managing Apple iPhone trade-ins or electronics refurbishment programs across Europe?

Ricardo Morgado: A typical LoopOS customer is a mid to large retailer, OEM or broker operating across multiple countries and managing several circular channels simultaneously. These organisations often have established aftersales or reverse supply-chain operations and seek standardisation, automation and scale.

In electronics, this includes retailers such as Fnac, which run multi-country iPhone trade-in programmes, in-store buyback operations, repair services, refurbishment hubs and cross-border logistics. The platform also supports take-back programmes for brands like Rowenta, where devices are collected, validated and routed for repair, reuse or compliant recycling.

Today LoopOS serves more than 120 active customers across diverse circular scenarios. This includes major retailers such as Fnac, Auchan, Darty, Continente, Decathlon, CTT and others soon to be announced in the consumer electronics sector.

LoopOS is not limited to retail. The platform is also used by insurers to manage claims and salvage flows, which are inherently circular. Adoption is growing in sectors as varied as banking and construction, where organisations manage large fleets of electronic assets and require tools to recover, reuse and redeploy them.

LoopOS was built to be completely category-agnostic, reflecting the belief that circularity represents a cross-industry opportunity.

SecondaryMarket.news: European regulations and directives such as ESG reporting, energy labelling, right to repair, and the upcoming Digital Product Passport increasingly shape retail operations. How does LoopOS help clients remain compliant while managing Apple iPhone and electronics lifecycle processes effectively?

Ricardo Morgado: Another core principle of LoopOS is Product Lifecycle Management. This is critical because regulations such as ESG reporting, Right to Repair and the Digital Product Passport all rely on having lifecycle data at the heart of the system. LoopOS was designed to capture this information naturally within every circular workflow, making compliance an integral part of operations.

To support this, LoopOS developed LoopOS Impact in collaboration with Deloitte specialists. The module automatically generates a full set of 64 circularity KPIs ready for reporting and aligned with emerging requirements from the Digital Product Passport and Right to Repair. This functionality is built directly into the Circular-ERP, meaning compliance is a built-in outcome rather than an afterthought.

The first release of LoopOS Impact is scheduled for early 2026. It will provide retailers and OEMs with a ready-made technology layer to manage iPhone and electronics lifecycle processes efficiently while staying fully compliant.

SecondaryMarket.news: Can you share some insights about what the future holds for LoopOS, including new product features, geographic expansion, or strategic partnerships in the circular economy and retail sectors involving Apple iPhone and other consumer electronics?

Ricardo Morgado: LoopOS maintains a highly active product roadmap, with a particular focus on Circular Agentic AI. The company recently launched a fully AI-driven front-end that can automatically generate the entire circular channel interface and experience, allowing customers to submit devices using photos, a short prompt or voice commands.

Building on this foundation, LoopOS is introducing a suite of Human plus AI capabilities aimed at improving circular operations. These include AI product identification, enhanced diagnostic protocols, grading from images and device data, repair-cost and value estimation using internal and external sources, and price prediction with automated top-ups for trade-ins based on market signals.

The platform is also adding AI-driven forecasting for demand, faults, spare parts and operational planning to help retailers run reliable and cost-efficient circular programmes at scale. LoopOS continuously learns from real workflows, recommending improvements in logistics and repair processes. New AI Decision Blocks allow teams to create operational rules using simple natural language, reducing the time to configure a new circular channel from days to just hours.

Additional tools such as AI Deep Insights and AI Watcher provide automated dashboards and proactive KPI monitoring, flagging issues early and supporting operational excellence. This integrated AI framework ensures that LoopOS remains scalable, adaptable and easy to deploy across industries and use cases.

On the commercial side, LoopOS is active in five European markets and plans to expand into two more by the end of the year. The company is also onboarding its first clients in the US and Latin America. Recently, LoopOS closed its first partnership with an ERP integrator, enabling direct deployment of the platform and confirming its potential to become a standard technology layer for circular operations worldwide.

SecondaryMarket.news: Finally, what are your main objectives for the next five years, particularly regarding circularity in consumer electronics, trade-in programs, and supporting retailers managing devices sustainably across Europe’s evolving regulatory landscape?

Ricardo Morgado: The circularity market is growing so fast that technology must keep pace. LoopOS has a clear objective for the next five years: to become the industry standard for circular operations across all sectors. Just as companies associate Salesforce or HubSpot with sales, or Shopify with e-commerce, LoopOS wants to be the first name that comes to mind for circularity.

This ambition extends beyond consumer electronics. LoopOS aims to serve circular models in fashion, insurance, sporting goods, home appliances, mobility and any sector where products can have multiple lives.

To achieve this, the platform focuses on reducing the cost and complexity of launching and running circular channels, accelerating time-to-market and equipping companies with the tools to operate multi-life models efficiently and profitably. AI is central to this strategy. LoopOS’s agentic AI capabilities help create, optimise and scale circular flows faster than ever, making circularity operationally simple for organisations of any size.

LoopOS also provides a compliant-by-design infrastructure that adapts to evolving regulatory frameworks in Europe and the US. As trade-in, repair, refurbishment and recycling become essential across categories, the platform will continue to support organisations in managing products sustainably while turning circularity into a scalable business opportunity.