The demand for refurbished smartphones continues to rise across Europe, transforming from a niche category into a strategic segment for retailers and manufacturers, according to NIQ.. Driven by growing price sensitivity and a stronger focus on sustainability, refurbished devices are becoming a credible alternative to new smartphones. Recent market data from several European countries confirms this accelerating shift.
Consumers change their buying behaviour
Between 2019 and 2024, global sales of entry-level devices under 600 dollars dropped by 22%. In the same price range, the share of refurbished smartphones has grown steadily. In some European markets, refurbished models already account for over 40% of online smartphone sales. Across the EU, as of July 2025, every tenth smartphone sold was a refurbished model. The trend is being shaped by longer device lifecycles, higher prices for new models and shifting consumer priorities. Buyers are increasingly looking for high-quality products that offer solid performance and value for money, often opting for slightly older devices over the latest flagship releases.
Refurbished opens access to premium devices
Refurbished smartphones often serve as a gateway to premium devices at significantly lower prices. According to Jan Lorbach, Senior Director Global Strategic Insights at NIQ, “Refurb markets make the premium class accessible to price-sensitive consumers. They are not just an alternative but a strategic factor in their own right.”, By offering older Apple iPhone or Samsung Galaxy models at reduced prices, the refurbished market provides consumers with more choice and flexibility while strengthening trust in sustainable technology.
Price stability and replacement cycles create opportunities
In contrast to new smartphones, refurbished models show greater price stability. In major European markets, the average selling price remains around € 400. While new devices fluctuate sharply with each new model release, refurbished prices tend to remain steady. In the first quarter of 2025, 71% of consumers replaced devices that were more than three years old, demonstrating the ongoing replacement potential for certified, high-quality used smartphones. These cycles underline the strategic value of offering reliable refurbished devices with warranties and verified performance.
Manufacturers and retailers adjust strategies
This shift requires both manufacturers and retailers to rethink their market strategies. Investments in certification processes, branding and targeted marketing are becoming increasingly essential. Companies that systematically integrate refurbished products into their offering can tap into new customer segments and respond effectively to changing consumer expectations. The European refurbished smartphone market, once viewed as a secondary channel, is now a vital pillar of the broader smartphone ecosystem, bridging affordability, sustainability and quality.
Conclusion
The fact that NIQ and its subsidiary GfK are now reporting on the secondary smartphone market clearly signals its growing maturity. While market share still varies significantly across Europe, the data shows steady growth. The market is evolving from being viewed merely as an affordable alternative into an increasingly deliberate first choice for consumers.
Market
Trade-in
Repair
Refurbishing
