The Recommerce Report 2024 found 53% of shoppers now find reselling to be an enjoyable experience, with 58% even preferring secondhand purchases over new ones.

Additionally, 63% enjoy meeting in person for secondhand transactions and 51% have formed new friendships or meaningful connections through these experiences.

The report highlights the accelerating momentum of the resale market and the changing consumer attitudes driving this growth.

The report's authors believe the growing enthusiasm for secondhand shopping transcends simple acceptance. They claimed it shows the joy, desire and fulfilment that shoppers experience through secondhand shopping.

This expansion is said to be fueled by a "broader societal shift," with secondhand shopping now viewed by many as both a fun hobby and a practical financial strategy. The trend also underscores the growing importance of sustainable consumer practices and the pivotal role of resale in today’s retail landscape.

Key findings

• 35% of shoppers had tried resale for the first time in the past year, marking an 8% increase in new shoppers compared to the previous year
• 72% of shoppers said any stigma around secondhand shopping has decreased, with 63% admiring those who prioritise secondhand items over new
• 53% of shoppers consider secondhand shopping a fun and enjoyable hobby, and 58% find shopping secondhand more enjoyable than buying new
• 55% of shoppers say they consistently find unique items and unexpected gems with another 55% stating they routinely acquire sought-after pieces they couldn’t find or afford new
• 38% of shoppers perceive shopping for resale or secondhand items as “trendy”
• Over the past year, 35% of shoppers had embarked on their first resale journey—an 8% year-over-year increase in new participants

Secondhand shopping: a burgeoning trend

The report highlighted how secondhand shopping has transformed from a cost-saving measure into an enjoyable and emotionally rewarding activity.

According to the report, as societal values continue to evolve the stigma once associated with secondhand shopping has markedly diminished, with 61% of respondents attributing this to changing views on consumption and waste.

This shift is driving greater appreciation for the environmental and economic advantages of resale. Additionally, the report found that 46% of shoppers feel more connected to their communities through resale, and 20% say it helps reduce loneliness.

The report also emphasised the financial benefits, with 74% of shoppers selling items on resale platforms to earn extra income. In the current economy, resale has become a "crucial financial strategy" for many, with 50% treating it as a side hustle and 1 in 3 using profits for debt repayment or everyday expenses.