L. Yltävä
Research expert
Second-hand e-commerce in the Nordics - statistics & facts
Second-hand online shopping has become favored in the Nordics. To illustrate, almost a quarter of online shoppers regularly purchased second-hand items online in Finland in 2023. Even more so in Sweden, where over half of the shoppers bought pre-loved items from online marketplaces that same year. A variety of e-commerce channels are available, including browsing through online stores, using apps, or shopping via online marketplaces.
Tori has seen success in recent years, as the marketplace generated a revenue of 36.1 million euros in 2022, up from 9.6 million euros in 2020. EBay is another major leaguer; the company invested in the Norwegian mobile-only marketplace Tise in 2022. Tise is a fashion company with a strong foothold in all Nordic countries that seeks to expand further into the European market.
Marketplaces rule
Nordic consumers love online marketplaces for their second-hand offers. Around eight in ten Danish shoppers made their second-hand purchases via these platforms. The most popular marketplaces for pre-owned items are consumer-to-consumer (C2C) websites. On these sites, deals are made between private buyers and sellers — for instance via the Finnish site Tori.fi, the Norwegian Finn.no, and Danish site DBA.dk. In Sweden, the major circular markets are Blocket.se and Tradera.se. Big local players own and invest in most of these profitable marketplaces in the Nordic region. The Schibsted group owns Tori, Finn, DBA, and Blocket, while Tradera is owned by PayPal.Tori has seen success in recent years, as the marketplace generated a revenue of 36.1 million euros in 2022, up from 9.6 million euros in 2020. EBay is another major leaguer; the company invested in the Norwegian mobile-only marketplace Tise in 2022. Tise is a fashion company with a strong foothold in all Nordic countries that seeks to expand further into the European market.
