Across global markets, consumers are buying more second-hand goods online than ever before. In many regions, a substantial share of buyers has already tried pre-owned items at some point. Data from Kantar Insights’ Ecommerce On study, which surveys 19 markets, shows that sustainability now appears in online shopping patterns as part of normal sales cycles, not just a niche interest. In Spain, 34% of online shoppers have purchased a second-hand item on a channel where the main categories are games, women’s fashion, and household goods. The rise of ultra-cheap fashion chains and their return policies, or lack thereof, has helped the pre-owned market grow. Platforms like Vinted have capitalized on this trend, especially where easy returns are not a factor. In electronics, major marketplaces have found profitable opportunities in selling packaged goods.
The trend is not restricted to Spain. Worldwide, Asia leads in online second-hand purchases, with Vietnam at the forefront at 62%. While Korea, Canada, and the United States show lower levels relative to these leaders, about one in five e-commerce buyers still buys second-hand goods online.
In Spain, younger shoppers are more active in buying used items online, with more than 40% of people under 34 purchasing some used goods. Across age groups, the trend continues to evolve. Currently, 22% of those over 55 have purchased second-hand goods online.
Cristina Pérez, Commercial Director of Kantar Insights, notes that the environmental footprint of shipments matters, and there is a second dimension to online shopping: the circular economy opportunities created by these platforms, which Spanish consumers have embraced enthusiastically.
People often assume online shopping is mainly for younger generations, but reality contradicts that stereotype. Research from E-Commerce Ten shows that in the United States, 64% of online shoppers are over 45. In contrast, in Saudi Arabia, the same percentage of online buyers is under 35.
In Spain, about half of online shoppers are over 45. There are clear category differences: the smallest share of online buyers is found among the youngest and oldest groups, with only about 7% and 6% respectively under 25 and over 65.
The study also highlights differences in device usage and sociodemographic factors. Sixty percent of online purchases are made via mobile devices, but the adoption rate varies widely by country, from 77% in Japan to just 7% in Indonesia. In Spain, 44% of online purchases come from mobile phones, a figure that aligns with France, the United Kingdom, and Germany, and sits slightly below Italy’s rate.