The growing interest of consumers in purchasing used/refurbished products also concerns the world of household appliances, highlighting a trend that is worth paying attention to. In particular, data on the second hand economy show that a change is underway. The propensity of end users to buy second hand household appliances is increasing, combining economic needs and sensitivity to environmental issues.
A constantly growing trend
The eleventh edition of the Second Hand Economy Observatory provides a snapshot of the evolution of second hand buying and selling in Italy. The research shows that buying second hand products is an increasingly widespread trend in consumer behavior, in line with the growing focus on sustainability and the circular economy. Examining the data, 63% of Italians (27.2 million people) have bought or sold used objects in 2024, an upward trend of 3 percentage points compared to 2023. The figure has been rising steadily since the first survey in 2014, when the percentage of those who had resorted to the second hand economy was 44%.
Considering the economic value generated, 2024 reached significant levels: €27 billion (€1 billion more than in 2023). Of the total, €14.4 billion (54%) came from the online activity.
Regarding the reasons that drive Italians to choose the second hand economy for their purchases, the Observatory shows that 61% see this channel as an opportunity to save money. In addition, 41% see it as a smart way to practice sustainable economics, while 38% believe in the reuse of objects.
The data show that the second hand economy is associated with values that go beyond mere economic advantage. “Giving value to things” was the top motivation in 2024 (55%), highlighting people’s desire to avoid waste. “Sustainability” (54%) follows. The number of respondents who consider the second hand economy a “current and smart choice” (49%) is also growing.
The second hand economy of the household appliances
Data from the Second Hand Economy Observatory show that the “Home and Person” category (which also includes appliances) is among the most significant in terms of value, ranking second in the overall ranking (after Vehicles and ahead of Electronics). The turnover it generated in 2024 (online and offline) was €7.3 billion (+3% compared to 2023).
But what is the profile of those who buy second hand appliances? “From the Observatory – explains Silvia Campanella, Head of Communication & Sustainability at Subito – it emerges that the second hand appliance market is cross-sectional, but with strong penetration among young adult graduates and senior men. In fact, looking at online purchases in detail, the main target is senior men (65-75 years old) and young graduates, most likely looking for products to furnish a recently purchased apartment”. The reasons behind the purchases are in line with general trends. “Among the main motivations are economic savings, environmental sustainability (especially important among young people), and convenience and accessibility which allow consumers to find functional appliances at reduced prices”, adds Silvia Campanella.
The analysis of “Un Anno di Subito”
Further information comes from “Un Anno di Subito 2024” (A Year of Subito 2024), an analysis that Subito carries out to take stock of the situation on the platform in terms of transactions, searches, categories that have performed better than others, most searched words, and prospects for the following year.
The “appliances” category ranks 14th among the most visited on the site. Besides, “it is among those showing the greatest growth in terms of traffic among the 38 categories of the platform (+11% vs. 2023), with refrigerators and washing machines in the Top 100 most searched words on Subito among almost 3 billion total searches”, Silvia Campanella points out. In addition to these two appliances, dishwashers, vacuum cleaners, and ovens were also among the most desired products in 2024.
