New Marketplace: Ikea launches “Ikea Preowned,” a peer-to-peer platform for buying and selling secondhand furniture, challenging giants like eBay and Craigslist.
Global Expansion: Currently testing in Madrid and Oslo, Ikea plans to roll out the platform globally by the end of the year.
Sustainability Commitment: This initiative aligns with Ikea’s goal to be “circular and climate positive” by 2030.

Ikea has launched “Ikea Preowned,” a peer-to-peer marketplace that allows customers to buy and sell secondhand Ikea furniture directly to each other. This move marks Ikea’s entry into the secondhand market and positions it as a direct competitor to established platforms like eBay, Craigslist, and Gumtree.

“This has been a dream in the making for a while,“ said Jesper Brodin, Chief Executive of Ingka, the main operator of Ikea stores. “We are in a place in Ikea where we can do more advanced and cool stuff. There is an incredible confidence in the company evolving on digital.“

The platform is currently being tested in Madrid and Oslo, with plans for a global rollout by the end of the year. Through “Ikea Preowned,” sellers can list their furniture by uploading photos and setting a price. Ikea’s artificial intelligence-enabled database will automatically add promotional images and measurements, enhancing the listings. Buyers collect items directly from sellers, who can choose to receive payment or an Ikea voucher with a 15% bonus.

Brodin points out the strategic importance of this move: “Very often there is a monopoly or oligopoly on platforms that operate,” referring to competitors like eBay and Gumtree. The Preowned platform aims to break this hold and capture a significant share of the thriving secondhand market, where Ikea already has a higher market share than in new furniture sales.

The initiative is part of a broader digital transformation for Ikea. Over the past few years, the company has shifted from its traditional out-of-town retail model to a modern business offering online sales, city-center stores, and services like furniture assembly. This transformation was accelerated during the Covid-19 pandemic, which pushed Ikea to rapidly expand its online shopping capabilities. “We were 100 percent closed. The digital transformation saved us,” Brodin said.

The move into secondhand sales aligns with Ikea’s sustainability goals. As part of its aim to become “circular and climate positive” by 2030, Ikea has previously tested selling new furniture on third-party platforms like Alibaba’s Tmall in China. However, “Ikea Preowned” marks its first significant foray into the secondhand market.

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As Ikea continues to test and expand the platform, Brodin remains optimistic about its potential impact. “If a lot of people use the offer to get a discount with Ikea, it’s a good way to reconnect with customers. I am very curious. I think it makes business sense,“ he added.

Looking forward, Ikea aims to make “Ikea Preowned” a central component of a comprehensive platform that will become the “go-to place for home furnishing.” Future expansions could include additional services, financing options, and home planning, further solidifying Ikea’s position in the market.