Recommerce 2025: What the eBay report means for watches, jewelry and the luxury market

The eBay Recommerce Report 2025 – one of the world's largest studies on secondhand and pre-loved consumer behavior – clearly shows how firmly pre-loved offerings have become established in everyday consumer life. The current edition is based on the responses of approximately 27,000 consumersinside and eBay sellersinside worldwide and provides for the first time a clear picture of how naturally recommerce is used today.

The data makes it clear: For consumers, pre-loved products are far more than just a cost-saving model – they are an expression of a changed understanding of values.
For jewelers and retailers in the luxury segment Recommerce, in turn, is not a threat but an opportunity: it brings young buyer groups back to brick-and-mortar stores, strengthens trust in expertise, and expands the product range without loss of quality.

Recommerce from a consumer perspective

For buyers, pre-loved goods today represent financial relief, sustainable practices, and the opportunity to find special pieces – especially in categories like watches and jewelry, which rely heavily on rarity and lasting value.

• 34% of German consumers buy pre-loved products every two to three months.
• 89 % want to keep their spending the same or increase it.
• 59% of Gen Z and 56% of Millennials plan to invest more in pre-loved products in 2025.

This makes it clear: Recommerce has become an integral part of modern consumer culture.

A key classification is provided Dr. Saskia Meier-Andrae, Managing Director of eBay in Germany:

„"Pre-loved has long since become mainstream and is more relevant this season than ever. More and more people are using eBay to sell things they no longer need, thus creating financial leeway for new desires. This is smart, sustainable, and an expression of a modern, self-determined attitude towards consumption."“

Recommerce from the perspective of jewelers and retailers

For specialist retailers, who typically offer newer products – especially jewelers and watch specialists – recommerce is fundamentally changing the business model. Pre-owned is becoming the Entry point for younger target groups, who would otherwise shy away from high initial investments. At the same time, brick-and-mortar retailers are gaining in importance because trust, authenticity, and expertise are essential in the luxury segment.

While fashion retailers primarily benefit from large order volumes, pre-owned products offer a different approach in the watch and jewelry sector. value-oriented expansion: tested vintage models, trade-in programs, restored gemstone pieces or certified collector's watches create new relevance – without diluting the premium image.

For brick-and-mortar retailers, recommerce is therefore less of a competitor and more of a partner. Service needs, which buyers actively demand.

From trend to transformation: The key findings of the report

1. Recommerce is becoming global mainstream

The report shows that pre-loved products are now deeply embedded in everyday consumer life:
• Worldwide, 89% of respondents plan to keep their spending the same or increase it.
• Gen Z and Millennials in particular are driving growth.
• In Germany, clothing, technology/electronics and toys are among the most common pre-loved purchases.

This dynamic forms the basis for the strong pre-owned boom in the luxury segment, which benefits from value stability, demand for rare pieces and increasing price sensitivity.

2. Recommerce in fashion and luxury

While fashion has dominated the recommerce market for years, a different usage pattern is evident in the luxury segment.

Fashion: Trend logic and self-expression

Recommerce in fashion is fast-paced, impulsive, and diverse. It's about:
• Style, self-expression, individuality
• High-frequency trends
• affordable prices

Watches & Jewelry: Value, Rarity, Emotion

Other factors play a role here:
• Durability and repairability
• Value development and need for security
• History and origin of a piece
• Shopping experience instead of bargain hunting

While fashion purchases are often driven by the "thrill of the hunt," luxury goods are predominantly characterized by [other factors]. Trust, expertise and authenticity – Aspects that particularly strengthen brick-and-mortar retailers.

3. The motives: Financial reasons, sustainability, and emotional search.

The reasons for buying pre-loved items reflect the cultural shift:

• 81 % want to save money.
• 45 % want to consume more sustainably.
• 37 % They specifically search for items that are no longer available new.
• 36 % Looking for unique items or collector's items.
• 17 % want to consciously avoid fast fashion.

Especially in watches and jewelry, the emotional dimension is particularly pronounced – vintage models, historical gemstones or rare designs have a meaning that goes far beyond their pure material value.

4. Recommerce is becoming an economic force

Pre-loved is not just a consumer trend, but also an economic strategy:
• 86 % of the eBay sellers come from private collections.
• Many consumers use recommerce to fulfill new desires.
• Pre-owned allows for budget-friendly access to luxury goods.

For retailers, this means: trade-ins, purchases, and inspected pre-owned items can increase frequency, customer loyalty, and sales – and ultimately also promote the consumer's desire to be the first to own and love a piece!

Our conclusion: Recommerce is changing the luxury market – and opening up new opportunities

Recommerce in the watch and jewelry sector is not a "second market," but rather a second gateway to luxury. Consumers gain more choice, greater sustainability, and greater financial freedom. Retailers reach new target groups, can fully leverage their consulting expertise, and expand their portfolio without compromising quality.

While fashion shows, how fast Recommerce is growing, as shown by the luxury market., how valuable Recommerce can be.

Together, these two developments are shaping a future of consumption that is more conscious, personal, and long-term than ever before.

Source: eBay Recommerce Report 2025