Table of contents
Inside the report
01
Synopsis
Preview02
Introduction
PreviewTrade-in
Optimising value
for established trade-in programs.
This report is primarily designed for OEMs, retailers and carriers with existing trade-in programs across all consumer electronics categories looking to lift uptake.
10 pages9 min readPublished on By the Alchemy research team
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Three findings at a glance
70%
of consumers say that staff-assisted in-store trade-in with instant payout is their most preferred experience.
38%
of consumers say trade-in improves brand perception because it makes a brand seem more environmentally responsible.
32%
of consumers don't trade in because the value they receive is too low.
Explore the data
Factors preventing consumers from trading-in
Region
Trade-in value too low35%
Trade-in value unclear22%
Unsure where to trade-in23%
I didn't realise older models still have value20%
Not worth the effort/hassle18%
It's completely non-functional11%
No in-store option13%
Keeping the old product as backup17%
Hassle shipping or packaging15%
Uncertain grading or fear of downgrade14%
Trade-in value too low27%
Trade-in value unclear22%
Unsure where to trade-in23%
I didn't realise older models still have value21%
Not worth the effort/hassle17%
It's completely non-functional14%
No in-store option17%
Keeping the old product as backup17%
Hassle shipping or packaging15%
Uncertain grading or fear of downgrade13%
Trade-in value too low39%
Trade-in value unclear24%
Unsure where to trade-in21%
I didn't realise older models still have value19%
Not worth the effort/hassle17%
It's completely non-functional17%
No in-store option16%
Keeping the old product as backup16%
Hassle shipping or packaging15%
Uncertain grading fear or fear of downgrade12%
Trade-in value too low26%
Trade-in value unclear18%
Unsure where to trade-in22%
I didn't realise older models still have value23%
Not worth the effort/hassle14%
It's completely non-functional13%
No in-store option18%
Keeping the old product as backup19%
Hassle shipping or packaging14%
Uncertain grading or fear of downgrade16%
Source: Alchemy proprietary research, n=11,218
Executive summary
What's inside this report
Discover how OEMs, retailers and carriers can optimize established consumer electronics trade-in programs to increase participation, conversion and customer value.
You'll learn
- Set trade-in values that balance consumer expectations with commercial objectives.
- Use price guarantees and flexible payout options to strengthen customer confidence.
- Reduce friction through smoother logistics.
- Improve in-store and online trade-in journeys to expand participation across channels.
For established trade-in programs, improving conversion requires more than simply making trade-in available. Programs must offer competitive values, provide greater certainty through price guarantees and flexible payment options, and remove friction through effective and convenient logistics. Trade-in should also be visible and accessible across online and in-store channels throughout the purchasing cycle.
An optimized trade-in program can deliver value beyond the recovered device. It can bring purchases forward, encourage customers to choose higher-end products, increase accessory and warranty sales, strengthen loyalty and improve brand perception. This report provides research-backed actions to help OEMs, retailers and carriers increase participation and maximize the commercial value of their existing programs.
The research was commissioned by Alchemy in August 2026. It comprises a quantitative online survey of 11,217 consumers across the UK, US, Germany and Poland, covering seven consumer electronics categories.
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