Trade-in

The commercial
power of refurb.

Smartphone trade-in is widely recognised, but the gap between awareness, intent and action means you might still be leaving demand, customer value and revenue on the table.

28 pages18 min readPublished on By the Alchemy research team

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Three findings at a glance
55%

of consumers said they would consider switching to a competing supplier for a high-quality refurbished option.

60%

of consumers said buying refurbished enabled them to upgrade sooner.

52%

of consumers said that cost savings on a primary device purchase made them more likely to spend on accessories, warranties, or other additional products.

Explore the data

Products that consumers have bought refurbished

Region
Smartphone29%
Smartwatch12%
Tablet or e-reader13%
Laptop or desktop computer21%
Gaming and home entertainment16%
Beauty and personal care10%
Floor care10%
None of the above39%
Source: Alchemy proprietary research, n=11,218
Executive summary

What's inside this report

Discover how refurbished consumer electronics can help sellers acquire customers, unlock premium purchases and increase customer lifetime value. Based on research with more than 11,000 consumers across the US, UK, Germany and Poland, this report explores the commercial opportunity beyond simply offering a lower-priced alternative to new.

You'll learn
  • Where gaps between consumer awareness, consideration and availability are limiting refurbished product sales.
  • Why the risk of losing customers to competitors may outweigh concerns about new-product cannibalisation.
  • How to price refurbished electronics according to product age and condition.
  • How refurbished products can create upselling, cross-selling and earlier-upgrade opportunities.
  • How a trusted refurbished experience can improve retention, encourage repeat purchases and attract new customers.
  • Why refurbished strategies should differ across product categories, markets and age groups.

Against the backdrop of increased affordability pressures for consumers around the world, this research explores how brands can further stimulate demand, accelerate replacement, strengthen loyalty and unlock incremental revenue across the smartphone universe, whilst protecting the brand and limiting use of discounting, through the successful use of trade-in programs.

This report outlines the growth levers enabled by trade-in, the benefits it delivers across the customer lifecycle, and the key barriers that limit consumer adoption and how to overcome them. Drawing on various insights, it highlights trade-in strategies and sets out clear actions businesses can take to improve performance.

The research used in this report was commissioned by Alchemy and conducted by CCS Insight in Q4 2025. It combines qualitative interviews with industry leaders across various consumer electronics sectors, with detailed focus groups and a quantitative online survey of over 3,000 consumers in the US and UK.

Table of contents

Inside the report

01

Synopsis

Preview
02

Introduction

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