The rise of refurbished tech: A market in motion
The refurbished devices market is undergoing transformation. Once seen as a secondary option, refurbished smartphones, tablets, and laptops are now central to consumer choice and brand strategy.
Consumer Behavior: The new digital pragmatist
Today’s tech consumer is value-driven, eco-conscious, and digitally savvy. They’re not just looking for the latest model—they’re looking for the smartest investment.
- Sustainability matters: Refurbished devices reduce e-waste and carbon footprints.
- Affordability wins: Refurbs offer significant savings without compromising quality.
- Quality assurance is key: Certified refurbishments, warranties, and new accessories are now standard to expectations.
Retailers, manufacturers and operators must align with these values or risk losing relevance.
Why T&D players can’t ignore refurbished anymore
The refurbished market is no longer a side hustle—it’s a strategic growth signaling of deeper shifts in consumer values, regulatory landscapes, and competitive dynamics. For leaders in the T&D space, this is a moment to rethink legacy models and embrace a more circular, data-driven future.
- Consumer expectations are evolving: Value, sustainability, and trust are now core to purchase decisions.
- Regulatory momentum is building: Policies like the EU’s “Right to Repair” are accelerating the shift toward longer product lifecycles.
- The competitive landscape is changing: New players and platforms are capturing share by meeting demand for high-quality, affordable alternatives.
Refurbished isn’t a side channel—it’s a strategic growth lever. The question isn’t whether to engage, but how fast you can adapt.
Did you know?
More than 1 in 7 smartphones sold in France during Q1 2025 were refurbished – a share too large to overlook.
Nearly 10% of all smartphones sold in GB are refurbished in Q1 2025.
Over 10% of total smartphone sales for some major brands in Switzerland come from refurbished devices.
In Q1 2025, more than 1 in 50 smartphones sold in Turkey were refurbished, marking an emerging but significant secondary market.
Future-proofing your strategy: what’s next
As the EU’s “Right to Repair” legislation gains traction—and with similar initiatives emerging globally—the refurbished tech market is poised to become a cornerstone of the circular economy. This shift is not just regulatory; it reflects a broader transformation in how consumers, governments, and businesses view product value and lifecycle. For T&D leaders, this is a call to evolve.
For example, in 2025, refurbished smartphones captured 19% of online revenue share across Germany during Jan-Feb, with an average item price of €443—a compelling value proposition in a market where 71% of consumers are replacing phones older than three years. This aligns with broader economic pressures: global GDP growth has been downgraded to 2.8% (IMF, April 2025), and inflation remains above target, prompting more intentional consumer spending.
Integrating refurbished devices into your core product strategy is no longer optional—it’s essential. Leveraging granular data to fine-tune pricing, promotions, and assortment planning will be key to staying competitive. Strategic partnerships with refurbishers, marketplaces, and logistics providers will unlock new revenue streams and operational efficiencies. And perhaps most importantly, aligning with circular business models will future-proof your brand in a world where sustainability is becoming a baseline expectation.
The time to act is now
The refurbished tech market is not a passing trend—it’s a structural shift in the Tech & Durables landscape. It’s reshaping consumer expectations, redefining value, and redrawing the competitive map. For manufacturers, retailers, and distributors, the opportunity is clear: those who embrace this evolution will lead the next wave of growth. Those who hesitate risk falling behind. With the right insights, tools, and strategic mindset, T&D players can not only participate in the refurbished revolution—they can shape it.
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