Recommerce Group, in partnership with Dutch telecom operator KPN, has reached a major milestone during the Apple iPhone 17 launch. The company reported a record trade-in attach rate, marking a significant step in consumer adoption of smartphone trade-in programs. Together with Dutch network KPN, Recommerce Group, reached a milestone: a record trade-in attach rate during the recent Apple iPhone 17 launch. The company confirmed. “Never before have so many customers placed a trade-in request during the pre-sales of a new Apple iPhone series.”
Growing consumer adoption of trade-in
According to Recommerce Group, this record highlights how natural and straightforward the trade-in process has become. The company stressed that more devices are now receiving a second life, benefiting both customers and sustainability goals. Recommerce Group added, “More and more devices will now get a second life: a win-win for customers and sustainability.”
Strong growth compared to last year
Ab Seghrouchni, country manager Recommerce Group in the Netherlands, shared details on the growth: “What I can share, and have aligned with KPN, is the following: the absolute number of trade-in requests compared to last year has increased by 500%. In addition, the attach rate is substantial and has also seen a strong increase compared to last year. Unfortunately, I cannot disclose exact figures, as this is confidential partner data. The growth is mainly due to the trade-in flow integration launched earlier this year, which allows customers to complete their trade-in request within their purchasing journey. Last year, this was still handled through an external portal.”
While no more specific figures were disclosed, the comparison with last year’s performance underlines the impact of digital integration in simplifying the customer journey.
Integration drives customer convenience
Earlier in 2025, Recommerce Group and KPN introduced a new integrated trade-in flow, enabling customers to process their trade-in request directly during the purchasing journey. Previously, this required a separate external portal. The new streamlined approach has proven key in driving adoption, reducing friction, and boosting both customer satisfaction and trade-in volumes.
Sustainability and circular economy impact
The results demonstrate the growing role of trade-in programs in driving the circular economy for smartphones. By giving used Apple iPhones and other devices a second life, both Recommerce Group and KPN contribute to reducing electronic waste and extending device lifecycles.
Market
Trade-in
Repair
Refurbishing
