Price gets consumers looking. Confidence closes the sale.
75% of consumers would buy refurbished, but only 44% have. The gap isn't price or awareness - it's confidence and this blog breaks down exactly what closes it.
According to Alchemy's research, 75% of consumers would buy a refurbished device in at least one category, but only 44% actually have. Price made them consider it, yet something else stops them from buying.
In our Unlocking Growth in the Refurbished Electronics Market report, we found that awareness is not the barrier.
77% of consumers correctly understand what “refurbished” means, and affordability is the leading reason they buy - spread evenly across income groups, which shows this is a value decision rather than one made out of necessity. People choose refurbished because it's the smart choice, not because they have no other option.
This means that the gap between intent and purchase is down to confidence, rather than price or awareness.
Price gets a shopper interested, but the moment they focus on the specific device in front of them, is when deeper thought takes place. Is the battery any good? Are the parts genuine? What if it arrives worse than described? 41% worry about quality or hidden defects and 36% worry about battery health. These are not objections to refurbished as a concept. They are anxieties about a device they’re already interested in buying.
Figure 1: Reasons preventing people from buying refurbished
Each of those doubts has a concrete answer: a clear battery health report with a published minimum, such as “minimum 85% capacity”, a statement confirming genuine parts, proof the device passed hardware and software testing, and above all, a warranty. In our research, we found that 70% of consumers say a warranty alone would make them more confident buying refurbished.
Figure 2: Consumer assurances for buying refurbished devices
For OEMs, retailers and carriers, the implication is clear. Competing on price is necessary but not enough. The refurbished shopper has already accepted the trade-off between cost and risk. Now they just need the risk side of the equation made smaller and clearer. Pair a competitive price with visible, specific assurances and the second sale becomes far easier to close.
This data is explored in depth in our Unlocking Growth in the Refurbished Electronics Market report
Convert interest in refurbished tech into sales with the right pricing, the right assurances and the right channel strategy.
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