Africa’s Recommerce Boom: How Second‑hand Markets Are Redefining Access
Why resale matters—and how brands can respond in electronics, fashion & mobility
A quiet revolution is taking place in Africa’s consumption economy—driven not by excess, but by access. Recommerce (the resale of previously owned goods) is booming, reshaping how African consumers access technology, fashion, and vehicles.
🔹 A $2.6 Billion Market by 2025
According to the latest Globenewswire intelligence report, the African recommerce market is growing at 14.2% CAGR, projected to hit $2.6 billion in 2025, with a diverse landscape spanning classifieds (like Jiji), refurbished platforms, and social resale on WhatsApp.
🔹 Mobile-first, Informal-first
Most recommerce happens through mobile phones and informal channels. Trust in peer-to-peer transactions remains high, but platforms that offer guarantees or digital payment integration are gaining momentum—especially in Kenya, Nigeria, and Ghana.
🔹 Brand Opportunity: Own the Resale
Brands like Samsung are entering the refurbished space directly in Africa, offering certified pre-owned models. Fashion brands are testing “Re-loved” collections. This is a space not just for value—but for loyalty and ESG relevance.
Brand takeaway:
Don’t ignore resale. Embrace it. Build recommerce into your offering, especially for price-sensitive youth who seek trust and sustainability in every purchase.