Consumption

Second-hand online, worth 2.5 billion in Italy. Affecting is the cost of living

The country is growing less than Europe, where two out of three people choose second-hand cars. Young people, more sensitive to sustainability issues, drive purchases

by Camilla Colombo and Camilla Curcio

21 July 2025

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3' min read

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Buying opportunities that would otherwise not have existed and that are motivated by a combination of three factors: counteracting the rising cost of living; being more aware of the ethical and environmental impact of one's purchases; and having a greater variety of products available on online platforms that are considered increasingly reliable.

The picture taken by the new Second chance impact report, produced by Cebr (Centre for economics and business research) and commissioned by Amazon, shows the maturity of a sector, that of second-hand products, which finds solidity in numbers. The online market for used and returned products in Europe reached EUR 21.6 billion in 2024 - and is expected to increase by a further two in 2025 - with two out of three people buying second-hand products online, giving new function and destination to 740 million clothes, accessories, games, digital devices, small household appliances and other items for home and office. On the Amazon platform alone, used goods sales exceeded EUR 2 billion in 2024 between Europe and the UK.

The Italian market

In our country, in 2024, the online second-hand market contributed to the national economy, generating an added value of 1.4 billion. By choosing second-hand products - including used, reconditioned and returns with open packaging - 63% of Italian consumers spent 2.5 billion euros and saved 3.2 billion last year. By 2025, the value of the sector is estimated to reach 2.6 billion.

"These figures speak of a solid and maturing market that has gone from niche to mainstream. And these products are no longer considered a second choice," explains Pushpin Singh, Cebr's managing economist. "Basically, this change has been driven by two reasons. On the one hand, the affordability of second-hand items in a period of high inflation and stagnating wages: for technology, for example, 52% of the sample stated that they would hardly choose a new product if thesecond-hand alternative was not available precisely for reasons of savings. On the other hand, the study shows that today, in Italy, there is more availability of second-hand alternatives and a wider range of categories. This, too, has probably contributed to improving the overall perception of the sector, strengthening its attractiveness'.

I PRODOTTI SECOND-CHANCE ACQUISTATI ONLINE IN ITALIA

But if the growth path is clear, in comparison with the other European markets examined (from Spain to Germany, passing through the United Kingdom and France) Italy still seems to be slow in terms of purchases and consumption. Influencing these rhythms are the compressed incomes, which hold back spending, and a still not so extensive knowledge of the segment.

"Since 2019, real income growth in Italy has been worse than in the other states surveyed in the report, which has obviously weakened consumption. Between 2019 and 2024, in fact, the country recorded a real consumption growth of 0.4 per cent, better than Germany (0.3 per cent) but well below France and Spain, which exceeded the 3 per cent threshold," Singh points out. "Although a lower income should theoretically push shoppers towards cheaper options such as second chance - and this partly happened - awareness of the used products available is among the lowest in the sample analysed." Also digital skills, of course, have an impact: "The gap with the rest of Europe implies lower penetration rates due to less familiarity with the use of online platforms".

Youth in the lead

Looking at the target groups involved, it is the new generations that are driving the business, and not only because they are more accustomed to shopping online but also because they are more permeable to the consequences (positive and negative) of a fast-changing world and the progressive evolution of sensitivity on certain issues. As Singh clarifies, "young people are definitely more exposed to narratives about sustainability through school, social and social networks. Not only that, they are also more often affected byeconomic burdens (rent and precarious jobs) that make the issue of affordability even more urgent. And then there seems to have been a big cultural change, especially in fashion: among boys and girls, second-hand articles are no longer stigmatised and, in certain contexts, have become trendy'.

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