How second-hand products are reshaping Europe’s retail future
Europe’s love for circular shopping is booming. A new Amazon-commissioned report reveals that the Second Chance market — which includes used, open-box, and refurbished products — reached a value of US$25.4 billion in 2024, helping customers save over US$44.4 billion. Even more impressively, it kept 740 million items in circulation, cutting waste and promoting sustainability.
A Growing Market for Second Chances
The research, led by the Centre for Economics and Business Research (CEBR), highlights how European shoppers are turning to second-hand goods like never before.
From electronics and fashion to home appliances, customers are choosing pre-loved products that are affordable and eco-friendly.
According to Mariangela Marseglia, VP of EU Stores at Amazon:
“Reselling returned items isn’t just good for the planet — it’s what our customers want.”
Amazon’s own data shows that second-hand sales surpassed €2 billion across Europe and the UK in 2024.
Why Circularity Matters
Every year, more than 50 million tonnes of electronic waste are discarded globally, worth around US$62 billion, according to the World Economic Forum. Circular shopping helps reduce that.
Amazon’s Second Chance Impact Report shows that the growth of the circular economy is fueled by:
- The cost of living crisis, pushing shoppers to look for better deals.
- Environmental awareness, with more people choosing to reduce waste.
- The convenience of finding second-hand items online.
Across Europe, 85% of shoppers under 34 now buy second-hand goods online — with France (91%) and Spain (89%) leading the way. In contrast, only 52% of shoppers over 55 do the same, showing a clear generational divide.
A Shift in Shopping Mindsets
More than one in three Europeans now believe that “new” isn’t always better than “used.”
In countries like Germany, France, the UK, and Italy, one in four second-hand purchases represent sales that wouldn’t have occurred if new products were the only option.
This shift reflects changing priorities — with practicality, affordability, and environmental responsibility now driving consumer decisions.
Breaking Barriers to Growth
However, challenges remain.
Amazon’s report points out that while awareness of circularity is high, actual purchases still lag behind. Concerns about product quality, warranties, and trust continue to hold some shoppers back.
Still, the Second Chance economy is projected to grow beyond €23.8 billion (US$28 billion) in the coming years.
Sam Littlejohn, Amazon’s Head of Returns and Repairs in Europe, explains:
“European consumers are embracing second-hand shopping like never before. Financial pressures and environmental benefits are reshaping how people buy.”
Amazon’s Role in the Circular Revolution
Amazon is leading this change with several key initiatives:
- Amazon Resale: Puts returned products back on sale at discounted prices.
- Amazon Renewed: Offers certified refurbished products backed by the Amazon Renewed Guarantee.
Both programs provide affordable, high-quality alternatives with fast delivery and reliable service — ensuring that pre-loved products get a second life.
“We’re proud to support this shift,” says Littlejohn. “Our teams across Europe inspect, clean, and refurbish items, making it easier than ever for customers to find trusted, sustainable deals.”
The Future Is Circular
As circular shopping continues to gain momentum, Europe’s retail landscape is being redefined.
Amazon’s Second Chance initiatives are not only reducing waste but also saving billions — proving that sustainability and profitability can go hand in hand.