Ikea like Vinted: the platform for exchanging second-hand furniture is launched: how it works and who can use it

Ikea has launched a new platform aimed at challenging established players like eBay and Vinted in the secondhand market, marking a strategic shift into the resale sector. The initiative, called Ikea Preowned, will initially operate in the United Kingdom and will allow customers to buy and sell used IKEA furniture directly with one another. This move comes after successful pilot programs in Spain and Norway, which demonstrated the potential of a peer-to-peer marketplace for secondhand goods. While no official launch date has been announced, the service is expected to become available within the coming months. The platform will be accessible exclusively to members of IKEA’s loyalty program, IKEA Family. Users will have the ability to connect locally and complete transactions without the involvement of IKEA itself. The system will feature tools designed to streamline the process, such as pre-filled product descriptions and pricing guidance, similar to features found on other secondhand marketplaces. Additionally, sellers who choose to receive gift cards instead of cash can earn a 15% bonus on their sales, while buyers must pay a 5% transaction fee, akin to the structure used by Vinted. In Spain, the initial tests showed that users could benefit from these automated features, reducing the time required to create listings. The inclusion of incentives for both buyers and sellers aims to encourage participation and ensure a balanced flow of activity on the platform. These measures reflect IKEA's broader strategy to enhance user engagement and maintain customer loyalty through additional value-added services. Currently, there is no equivalent platform operating in Italy, although IKEA does offer an “Angolo della Circolarità” in its stores, where secondhand items such as refurbished products, returns, or display pieces are sold. However, this space operates independently from the digital marketplace and lacks the interactive elements that the new platform promises. The absence of a national online presence suggests that IKEA is focusing its expansion efforts primarily in markets where it already has a strong foothold, such as the UK. This initiative aligns with IKEA’s environmental goals, including becoming “climate positive” by 2030. Extending the lifespan of products helps reduce waste and minimizes the need for new manufacturing, supporting sustainable practices. By integrating the secondhand market into its ecosystem, IKEA is not only addressing consumer demand for sustainability but also tapping into a growing trend among shoppers looking for affordable, eco-friendly options. According to research firm Straits Research, the global secondhand furniture market is projected to reach approximately $75 billion by 2032, with an annual growth rate close to 8%. This indicates a substantial opportunity for companies willing to invest in this segment. IKEA’s entry into the market positions it to capitalize on this expansion, leveraging its brand reputation and existing customer base to gain a competitive edge over traditional platforms like eBay and Vinted. As the project progresses, further details regarding availability in other regions and specific operational guidelines are likely to emerge.