Germany’s subdued consumer sentiment continues to influence purchasing behaviour, according to a new study by ECC KÖLN conducted with eBay Germany. The research positions recommerce, covering both used and refurbished products, as a practical option for maintaining financial flexibility during economically strained periods. For the global secondary mobile market, the findings underline how pre-loved goods are increasingly integrated into mainstream consumption decisions rather than treated as niche alternatives. The study, titled PRE-LOVED POWER VOL. 3, examines how consumers respond to reduced purchasing power and rising uncertainty. It concludes that selling and buying pre-loved products enables households to balance constrained budgets while still fulfilling purchasing intentions. This dynamic is relevant across multiple categories, including consumer electronics such as the Apple iPhone, where residual value plays a central role in secondary market activity.
Selling creates budget flexibility
One key insight is the growing importance of selling used items in advance of major retail moments. Among respondents who decluttered during the past year, 34% sold items specifically before Black Friday or the Christmas period to increase their available budget. Within the 18 to 29 age group, this figure rises to 39%, indicating that younger consumers are particularly strategic in monetising unused goods. The behaviour is even more pronounced among consumers already familiar with buying pre-loved products. Within this group, 43% actively sell items to improve their financial situation, with participation reaching 55% among younger respondents. These patterns suggest a maturing sell to buy mindset, where resale is embedded into planned consumption rather than being reactive or occasional.
Pre-loved buying becomes mainstream
The study also highlights a clear shift toward purchasing used and refurbished goods. Among respondents with prior pre-loved experience, 37% report buying more second-hand products today than in 2024. For consumers aged 18 to 29, the share increases to 51%, reinforcing the role of younger demographics as drivers of recommerce adoption. Price sensitivity and sustainability are the primary motivators. A total of 66% cite lower prices as the main reason for choosing pre-loved products, while 71% associate used or refurbished goods with sustainability and strong value for money. Notably, 64% of respondents prefer used quality products over low-cost new goods from Asian platforms, a figure that reaches 74% among those aged 50 to 59.
eBay highlights changing attitudes
Dr. Saskia Meier-Andrae, managing director of eBay Germany, describes pre-loved consumption as firmly established. She notes that more consumers are using eBay to sell items they no longer need, creating financial headroom for new purchases. According to her, this behaviour reflects a modern and self-determined approach to consumption that combines economic rationality with sustainability considerations.
Retailers remain cautious
Despite strong consumer acceptance, the study identifies a widening gap between consumer expectations and retailer perceptions. While 78% of consumers view used and refurbished products as an important component of retail today, only 50% of retailers share this view. Currently, 34% of surveyed retailers offer refurbished goods and 31% sell used products, yet only 33% see clear growth potential in this area. In 2024, this figure stood at 42%. Retailers cite time investment, costs, complex stakeholder interests and staff shortages as primary barriers. Dr. Kai Hudetz, managing director of ECC KÖLN at IFH KÖLN, emphasises the need for continued dialogue with retailers to address uncertainty and reduce perceived risks. For secondary market stakeholders, the findings indicate that unlocking supply side confidence remains critical to scaling recommerce further.
Via: ifhkoeln.de
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