eBay’s resale market gets a new look thanks to brands like Hoover, Dirt Devil, and Philips, which will refurbish their own products to be re-sold on the platform.
eBay’s “Certified Refurbished” program will include labels on items that have been cleaned, inspected, and refurbished by their original manufacturer to be re-sold on the site. Brands will also include new packaging for the items as well as the option to include original or new accessories. The program features could help customers feel more comfortable buying “second-hand” home appliances and allows eBay to boost its image as a sustainable company. The program could also help meet consumer preferences for refurbished goods, as demand has skyrocketed since the beginning of the Coronavirus pandemic, particularly as more consumers shop online for home goods according to a Gartner report. Additionally, a recent survey by eBay found that 78% of shoppers would accept a refurbished home electronic gift, so launching the Certified Refurbished program at the start of the holiday shopping season could further sustain sales.
The Certified Refurbished program kicks off in the U.S. with plans to extend to Australia in early 2021. eBay is also adding additional appliance brands to the program, including KitchenAid, Ninja, Lenovo, and Microsoft. By teaming up with leaders in the homeware industry, eBay could help shift the market towards a more sustainable future and potentially inspire other brands to join its cause. eBay’s mission is similar to an initiative recently rolled out by Ikea, which takes in used furniture to revamp and resell at stores across the world. The sustainable mindset has also reached luxury fashion, including with Gucci, which recently partnered with The RealReal to sell its products secondhand. The focus across industries on consignment stems from rising consumer interest in secondhand shopping. Younger consumers in particular drive up demand, with 61% of Gen Z shoppers and 43% of millennials buying resale gifts in 2019. With the economic uncertainty of the pandemic and rising prominence of digital shopping, even more consumers could turn to resale this holiday season.
eBay’s Certified Refurbished program gives a new look and a new life to popular home appliances, allowing brands to re-engage with online shoppers and promote their own sustainable images. If successful, eBay could extend the program beyond home care and work with brands in apparel or furniture, allowing it to become an overall leader in refurbished goods.