ReCommerce 2025: How Brands can engage with Gen Z Shoppers
The European recommerce market is on track to reach €120 billion in 2025, with Gen Z students at the forefront of this shift. Eco-conscious and value-driven, this influential demographic is reshaping retail by prioritising sustainability alongside affordability.
Yet, despite soaring demand, many brands still face hurdles in making recommerce models work. Profitability, logistics, and quality assurance remain key challenges. While platforms like Vinted and Depop have led the charge, fashion, homewares, and electronics retailers are also following suit, adapting their strategies to meet rapidly changing consumer expectations.
Our Recommerce 2025 guide takes a deep dive into how brands are successfully navigating these challenges, featuring current data and case studies that showcase the trends, strategies, and innovations driving success in the second-hand market. From IKEA’s buy-back program to Patagonia’s Worn Wear initiative, the guide reveals how today’s most influential shoppers are shaping the future of second-hand retail with real insights into their purchasing behaviours and expectations.
From Trend to Retail Standard: The Rise of Recommerce
Once seen as a trend, recommerce is now an integral part of the retail landscape. Consumers expect it, and brands that fail to integrate resale into their business models risk falling behind. Some have launched their own resale platforms, such as Burberry’s partnership with The RealReal, while others are leveraging Resale-as-a-Service (RaaS) tools like ThredUp to streamline second-hand sales.
As competition intensifies, the focus is shifting from simply making recommerce work to refining it for efficiency, accessibility, and trust.
Understanding the student psyche on second-hand
Gen Z students are driving the second-hand movement, but their motivations go beyond affordability. They’re looking for:
- Sustainability: Environmental concerns are a major influence on purchasing decisions, making recommerce a natural fit.
- Uniqueness: Second-hand shopping allows for self-expression through curated, one-of-a-kind finds.
- Community Engagement: Social platforms like TikTok fuel thrifting culture, with ‘haul’ videos inspiring others to join the movement.
- Seamless Digital Experiences: While thrift store hunts are fun, the majority prefer quick, convenient online platforms that match the ease of traditional e-commerce.
Understanding the student psyche on second-hand
Gen Z students are driving the second-hand movement, but their motivations go beyond affordability. They’re looking for:
- Sustainability: Environmental concerns are a major influence on purchasing decisions, making recommerce a natural fit.
- Uniqueness: Second-hand shopping allows for self-expression through curated, one-of-a-kind finds.
- Community Engagement: Social platforms like TikTok fuel thrifting culture, with ‘haul’ videos inspiring others to join the movement.
- Seamless Digital Experiences: While thrift store hunts are fun, the majority prefer quick, convenient online platforms that match the ease of traditional e-commerce.
Getting Recommerce Right: The Brand Imperative
To win over Gen Z, brands must master three core areas:
- Value – Competitive pricing and fair resale values are crucial for both buyers and sellers.
- Quality – Implementing rigorous quality checks, refurbishment programs, and authentication measures boosts trust.
- Convenience – Streamlining listing, purchasing, and returns makes the experience feel effortless.
With recommerce set for rapid expansion, brands that refine these fundamentals will stand out in an increasingly crowded space.
Elevating the customer experience
Many retailers make the mistake of overcomplicating recommerce with flashy tech features, but the key to success is keeping it simple. As highlighted in our guide, the best recommerce platforms prioritise seamless transactions, clear communication, and trust-building measures.
For student buyers, trust is paramount. They expect the same level of transparency and security when shopping second-hand as they do with traditional retail. This is where solutions like InAcademia come in.
How InAcademia supports recommerce success
InAcademia enables brands to seamlessly verify student status in real time, without the need for third-party platforms or manual documentation. This enhances trust, speeds up transactions, and reduces cart abandonment - all while safeguarding student data.
By integrating InAcademia, brands can:
- Engage students directly with targeted discounts.
- Build trust and loyalty among young, eco-conscious consumers.
- Drive the adoption of sustainable shopping habits through an enhanced customer experience.
Unlock the full potential of recommerce
As the second-hand market continues to grow, brands that get recommerce right will see significant rewards - gaining access to a highly engaged, value-driven audience.
Want the full insights? Download our brand new Recommerce 2025 guide to explore the trends, strategies, and tools that will define the future of resale retail.