53% of Europeans drawn to second-hand shopping say Adevinta

Category: Data & Insights
53% of Europeans drawn to second-hand shopping say Adevinta

In celebration of Earth Day, Adevinta has launched a new campaign, ‘One of a Kind’, shedding light on the value of second-hand shopping to not only drive more sustainable ways of living, but also enrich people’s lives.

To inform the new campaign, Adevinta – a leading European online classifieds group – undertook a survey of 5,000 European consumers, which revealed a clear market for pre-loved items — with 53% of respondents saying they’re drawn to objects that have a history behind them.

The data highlights that second-hand purchases are sentimental as well as sustainable, and are seen to hold more unique value than new items for over a third of people (37%). Two in five (39%) people also reported that they tend to have more emotional attachment to second-hand or heirloom possessions than to new ones.

Second-hand marketplaces play an important role in helping people find these unique items, with access to a wide reach of sellers and a treasure trove of objects. Almost half (44%) of those surveyed said they love browsing second-hand marketplaces, and more than a third (38%) said they had found some of their favourite items via those platforms. A further third (32%) of people said that online marketplaces have allowed them to connect with others who share their passions.

Second-hand marketplaces are the perfect destination for finding unique, pre-loved items at more accessible and affordable prices. Across our platforms at Adevinta, we see every day how shopping second-hand gives items a new lease of life, therefore helping every customer make a positive impact on the planet. This Earth Day, and every day, we are committed to championing sustainable commerce.

– Antoine Jouteau, CEO , Adevinta

In line with the focus of this year’s Earth Day on ‘planet vs. plastics’, Adevinta’s most recent Second-Hand Effect report highlights the potential environmental benefits users generate by buying and selling second-hand. According to data from across Adevinta’s portfolio, a potential 1.5 million tonnes of raw plastic material were saved as a result of the second-hand trades made on its re-commerce marketplaces during 2022.

Across our marketplaces, we touch 120 million European users every month, helping people to consume more sustainably by making second-hand their first choice. This data really shines a light on how second-hand marketplaces help people find their own “one of a kind” finds and create connections with others who share their passions, all while caring for the planet. At Adevinta, we call this the Second-Hand Effect.

– Antoine Jouteau, CEO, Adevinta


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