Secondary Market

NorthLadder, one of the fastest growing trade-in platforms globally, is continuing to expand in the European market by offering its world class solutions. With a proven track record of success in more than 10 countries, the company positions itself as a technological disruptor in the used electronics industry. NorthLadder, with its headquarters in Utrecht the Netherlands, claims it can significantly increase telco and retailer trade-in attach rates, which are often below 10% in Europe, to well over 25%. How? By connecting telecom operators with multiple last-mile buyers through a unique marketplace auction mechanism, the platform promises significantly higher trade-in values and streamlined operations. Furthermore, NorthLadder has the most advanced grading tools, omnichannel customer journeys and comprehensive operations support, all of which drive attach rates up

During MWC 2025 in Barcelona, we had the opportunity to have a short interview with Sandeep Shetty, CEO and co-founder of NorthLadder.

SecondaryMarket.news: MWC Barcelona 2025 has just concluded. How was this event a turning point for NorthLadder?

NorthLadder: MWC 2025 was a decisive milestone for us. We actively participated in high-level roundtables, strategic meetings and insightful discussions with industry pioneers. We were able to share ideas, explore collaborations and reaffirm our commitment to a more sustainable tech ecosystem. The event made it clear— that the circular economy is no longer optional, but an economic imperative. Our presence at MWC not only strengthened our position in the industry but also emphasized our role in shaping the future of device lifecycle management.

SecondaryMarket.news: Sustainability has been a major topic in recent years. How did MWC 2025 emphasize this shift?

NorthLadder: Sustainability remained a key topic at MWC. Circularity is no longer an option — it is a strategic necessity. As a technology company, we welcome innovation that drives the future, and the role of technology and AI in sustainability offers exciting opportunities for the circular economy. Operators, retailers and marketplaces are not only exploring sustainability; they are integrating it into their models. Our marketplace auction model with multiple buyers allows them to maximise the value of pre-owned devices and proves that profitability and sustainability go hand in hand.

SecondaryMarket.news: Trade-in solutions seem to be gaining traction. What trends did you observe?

NorthLadder: The demand for trade-in solutions has never been greater due to the ever-increasing demand for pre-owned devices as well as the imminent CE regulations. Yet executing a good Trade-in program is complex for Operators and Retailers. We are seeing a growing need amongst our partners to take greater control of the circular ecosystem and seek the best solutions across the value chain. We at NorthLadder like to call this new aspiration the “Democratization of Trade-in and Circularity” meaning how do we ensure that our partners get the best price from amongst multiple buyers instead of relying on one buyer, how do we let our partners retain the devices they want to sell on their platform, how do they have access to the best assessment technologies, have the best omnichannel journeys, the right refurbished partners etc. while ensuring that we handle all the complexity and effort on their behalf. Trade-in 2.0 will be technology-driven with very different operating models than what currently exists.

SecondaryMarket.news: NorthLadder has been expanding in Europe. What are the key takeaways from your discussions at MWC?

NorthLadder: NorthLadder has a fundamentally different approach to circularity. We see ourselves as a tech-driven enabler of circularity. Our incentives are fully aligned with those of our partners be it in terms of finding them the highest residual value, the best technologies or ideal customer experiences. Not surprisingly, our partners are welcoming this new approach that enables them to drive far more successful programs with much greater control. Europe is already ahead of the rest of the world in terms of its focus on circularity. We are looking forward to innovating alongside our partners and helping them set new benchmarks in the way circularity and device lifecycle programs are executed.

SecondaryMarket.news: How do you see the secondary market evolving?

NorthLadder: The secondary market is evolving rapidly, shifting from fragmented exchanges to a more structured, data-driven ecosystem. While consolidation is increasing, the challenges of price transparency and efficiency remain. Companies are looking for smarter valuation models that maximise returns while ensuring smooth resale. We are driving this change with data-driven, competitive pricing mechanisms that transform equipment resale from an operational necessity to a strategic growth driver.

SecondaryMarket.news: What opportunities do you see in the pre-owned device market?

NorthLadder: The certified pre-owned (CPO) market represents a major opportunity and is changing the way businesses and consumers perceive used devices. As the demand for high-quality, reliable alternatives increases, operators and retailers can utilise CPO devices to extend product lifecycles, create new revenue streams and strengthen their commitment to sustainability. By integrating second-life devices into their offering, companies are not only meeting changing consumer expectations but also building more resilient and circular business models.

SecondaryMarket.news: What’s next for NorthLadder following MWC 2025?

NorthLadder: We will focus on expanding our presence in Europe and more importantly working alongside our partners to improve their circularity KPIs, everything from trade-in attach rates to new device sales to customer retention and other circularity goals. We look forward to continuing to drive innovation in this area. For those who were unable to meet us in Barcelona, please feel free to contact us and find out how we can work together to develop smarter and more sustainable trade-in solutions.