- New research finds that 72% of UK consumers would consider buying a refurbished device, yet only 41% have done so
- 70% say affordability is the primary driver for buying refurbished, but price alone is not enough – 70% say a warranty and 56% say a clear returns policy would improve confidence
- 88% trust OEMs most to sell refurbished devices, followed by 81% for retailers, 75% for telecom operators and 53% for marketplaces
Alchemy, global leader in circular solutions for consumer electronics, today releases new research revealing that the full potential of the UK refurbished consumer electronics market is yet to be realised. OEMs, retailers and carriers have a clear opportunity to convert widespread awareness into significant new revenue, by reaching different audiences, addressing different needs and unlocking incremental market share that the new product range alone cannot reach.
Conducted in partnership with CCS Insights and based on a survey of more than 1,000 consumers across the UK, the research finds that consumer understanding of refurbished tech is firmly now mainstream. 88% say they trust manufacturers most to sell refurbished devices, compared with 81% for retailers, 75% for telecom operators and 53% for marketplaces. But translating that into purchases requires more than competitive pricing. It requires the right assurances, the right transparency and the right channel strategy for maximum conversion.
The intent is there – 72% of UK consumers say they would consider buying a refurbished device across at least one product category. Smartphones top the list, with 41% of consumers open to buying a refurbished handset, followed by laptops, monitors and tablets at 34%. A further 23% would consider refurbished home electronics, demonstrating that the opportunity extends well beyond mobile.
Despite this broad awareness and intent, only 40% of consumers who are aware of refurbished devices have actually bought one. Refurbished purchasing is strongest among younger consumers, with 60% of 18-24-year-olds having already bought a refurbished device, while adoption drops from age 45 onwards, highlighting where the strongest conversion opportunities lie and where targeted messaging and channel investment could have the greatest impact.
Where consumers are buying refurbished, affordability is the dominant driver, cited by 70% of buyers as the primary reason for their purchase. This motivation is evenly spread across income levels, confirming that demand is driven by perceived value – accessing a quality product at a meaningful discount versus buying new – rather than financial necessity alone. When asked what discount they would expect versus buying new, 50% of the market said a 50% discount would meet their expectations.
The research is clear that the brands best placed to grow refurbished sales are those that pair competitive pricing with the right assurances. The data shows a sizeable and receptive audience is there to be unlocked, and identifies exactly what it will take to reach them:
- Warranty: 70% say a warranty would increase their confidence in buying refurbished, making it the single most powerful conversion tool available to brands and a baseline expectation rather than a premium add-on
- Returns: 56% say a clear returns policy would make them more likely to buy, with 64% expecting at least a 30-day return window
- Battery health: 55% say battery guarantees or visible technical checks would make them more comfortable buying, reflecting the importance consumers place on transparency about the device’s condition
- Grading: 50% want to see the grading report before buying, and the research points to a clear opportunity for brands to differentiate through clearer, more standardised grading that uses visual examples rather than terminology alone
On grading specifically, the research finds that some of the most commonly used terms in the industry are not landing as intended. 97% of consumers associate ‘good’ with the most visible signs of use, when often it sits above ‘fair’ in the grading hierarchy. The result is that products can appear worse than they are, weakening perceived value at the point of purchase. Standardising grading language and pairing it with visual examples and clear descriptions would reduce confusion and make refurbished products easier to compare, easier to trust and easier to buy.
Consumer appetite for buying refurbished directly from OEMs in particular is strong and consistent across categories, with 57% of UK consumers saying they would likely buy a refurbished device from an OEM at a discounted price versus new. The top factors driving trust are reputation (23%), quality and accountability (20%), data security (14%), customer service (14%) and process transparency (11%).
Stephen Wise, Director of Global Marketing at Alchemy, commented: “There isn’t a demand problem for refurbished products – consumers understand refurbished, they’re open to it and many actively want it. What’s holding back conversion is uncertainty about the specific device in front of them, the warranty behind it and what happens if something goes wrong. Every one of those barriers is addressable with solutions available today. Brands that invest in building consumer confidence don’t just win the second sale; they unlock entirely new audience groups and purchasing moments that their new range cannot reach. The brands that take this seriously – starting with the fundamentals of quality, assurance and a coherent consumer experience – will be better positioned to grow as the market matures.”
Ben Wood, Chief Analyst at CCS Insight, added: “This research gives the industry a picture of where the refurbished market stands and what it will take to grow it at scale. The awareness and the intent are clearly there. The key factor here is consumer confidence in quality, battery health, grading, warranty, returns and seller credibility. Building that confidence requires a coordinated response across pricing, warranties, returns, grading and channel. For OEMs in particular, the findings are significant. More than half of consumers are ready to buy refurbished smartphones directly from the manufacturer, and that is a commercial opportunity the industry is only just beginning to fully grasp.”
For the full insight report, please visit: https://www.wearealchemy.com/report-unlocking-growth-in-the-refurbished-electronics-market
Alchemy commissioned CCS Insight to conduct independent research which was carried out in Q4 2025. The research combines insights from in-depth industry interviews with leading OEMs, retailers and carriers, a quantitative survey of more than 1,000 UK consumers, and focus group discussions exploring motivations and barriers around trade-in.
Visit www.wearealchemy.com for more information.
Learn more at: https://www.ccsinsight.com/
