Across Europe, demand for refurbished electronics is accelerating. Specialist platforms such as Back Market and refurbed have shown how profitable and sustainable certified pre-owned sales can be. Now, major retailers like MediaMarktSaturn are following suit. The company sold around 260,000 reconditioned devices in fiscal year 2024/2025, marking a major milestone in its refurbished journey, according to an analysis from MarketPlace Universe.
Market data confirms the broader momentum. The estimated European market for reconditioned consumer electronics reached € 52 billion in 2024 and is projected to grow to € 54.4 billion in 2025. Analysts at Global Market Insights forecast an average annual growth rate of 4.4% until 2034, potentially pushing the sector’s total value beyond € 80 billion.
Expanding the refurbished business
MediaMarktSaturn began offering renewed devices four years ago, initially without much publicity. That changed significantly from September 2023, when a dedicated Refurbished category was introduced. Today, more than 21,500 products are listed in “excellent”, “very good” and “good” condition, covering everything from Apple iPhones and tablets to notebooks and small household appliances.
A key development came in mid-2024, when refurbished products began appearing directly alongside new items on product detail pages. While Apple iPhones once dominated sales with a 70% share, that figure has fallen to about 50% as other categories grow. Tablets and notebooks now account for 20%, while small appliances, IT, accessories, and gaming devices together represent 30%.
Improving visibility and discoverability
MediaMarktSaturn continues to boost visibility for refurbished products through optimised Google Shopping and price-comparison feeds. These measures are expected to drive additional off-site traffic, particularly valuable during the holiday season. A redesigned user experience and search function are also underway to make renewed products easier to find.
On-site, MediaMarktSaturn promotes refurbished offers prominently and highlights seasonal categories such as Apple iPhones, notebooks and tablets via newsletters and marketing campaigns.
Certified sellers ensure quality
Around 100 certified sellers currently use MediaMarktSaturn’s marketplace to offer refurbished products. Before listing, each seller must pass a detailed vetting process based on strict quality standards. Every seller receives a Refurbished Playbook, outlining grading criteria and refurbishment requirements. Compliance is regularly verified through random checks and test purchases.
Sellers set their own prices and can display VAT where applicable. All refurbished products sold through the platform include a two-year warranty, reflecting the company’s emphasis on trust and quality assurance.
Sales growth far exceeds expectations
The company’s refurbished sales have surged dramatically. From just 18,000 devices in 2022/2023, the figure rose to 68,000 in 2023/2024, and reached 260,000 in 2024/2025 – surpassing the internal goal of 220,000 units.
MediaMarktSaturn sees two key benefits from this expansion. First, the refurbished programme strengthens its sustainability strategy by extending product lifecycles and reducing CO2 impact. Second, it helps attract new customer groups looking for affordable, high-quality alternatives to new products.
Turning returns into new opportunities
MediaMarktSaturn has also begun selling its refurbished products, primarily consisting of inspected and reconditioned customer returns. These are currently sold online, but the company plans to introduce in-store pickup soon. Its first Circularity Pop-Up Store in Tübingen, dedicated to sustainable and refurbished products, has already launched successfully, with more locations planned across Europe.
Via: MarketPlace Universe
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