The European recommerce sector continues to gain momentum as Refurbed, the Vienna-based marketplace for refurbished products, has surpassed €3 billion in cumulative gross merchandise volume (GMV) and announced a major expansion across Europe. Refurbed was founded in 2017 in Vienna by three entrepreneurs: Peter Windischhofer, Kilian Kaminski, and Jürgen Riedl. 

The company is using this milestone as a launchpad to enter more than a dozen additional European markets, significantly broadening its reach and reinforcing its position as one of the largest refurbished product marketplaces in the region.

For the broader e-commerce industry, this development highlights a growing shift toward circular commerce and sustainable consumption, trends that are reshaping how Europeans buy electronics and other consumer goods.

What Refurbed is and how the marketplace works

Refurbed is an online marketplace specializing in professionally refurbished electronics, household appliances, and sports equipment. The platform connects consumers with certified refurbishers who restore used products to near-new condition before resale.

Founded in Vienna in 2017, the company has become one of Europe’s fastest-growing recommerce platforms.

Products sold on the platform typically undergo extensive refurbishment, often involving dozens of testing and repair steps to ensure functionality and quality. These items are then sold with warranties, typically at significantly lower prices than new products.

This model allows the marketplace to combine several value propositions:

Sustainability through extended product lifecycles
Lower prices compared with new devices
Quality assurance through certified refurbishers

The result is a rapidly growing e-commerce segment that sits between traditional retail and secondhand marketplaces.

Reaching €3 billion GMV

The latest milestone represents a significant acceleration in Refurbed’s growth trajectory.

According to company figures, the platform has now sold more than 10 million products across Europe, contributing to a cumulative GMV of €3 billion.

The milestone was reached less than a year after the company crossed €2 billion in GMV, indicating strong year-on-year growth of more than 40%.

A key driver behind this growth is the rising demand for premium refurbished brands, which now account for around 90% of the platform's total GMV.

This trend reflects a shift in consumer behavior: refurbished products are no longer perceived as inferior alternatives but as reliable and sustainable options.

Expansion into new European markets

Alongside the €3 billion milestone, Refurbed announced an ambitious plan to expand its geographic footprint significantly.

The company is entering more than a dozen additional European markets, including large economies such as:

• United Kingdom
• France
• Spain
• Poland

as well as several Central and Eastern European countries.

With this expansion, the platform will operate in around 24 European markets and reach an estimated 486 million potential consumers across the continent.

This move effectively doubles the marketplace’s coverage and positions Refurbed as one of the most widely available refurbished-product platforms in Europe.

Investment and profitability fueling growth

Refurbed’s rapid expansion is supported by strong financial momentum.

In 2025, the company secured approximately €50 million in new funding to accelerate European expansion and strengthen the platform’s infrastructure.

The company also reached profitability during 2025, an important milestone for a marketplace operating in the competitive recommerce sector.

Achieving profitability has allowed Refurbed to scale its operations more aggressively while maintaining a sustainable business model.

The rise of recommerce in European e-commerce

Refurbed’s growth reflects a broader shift in the European digital commerce landscape.

The refurbished electronics market is expanding rapidly as consumers increasingly prioritize:

Lower prices during periods of economic pressure
Sustainability and reduced electronic waste
Longer product lifecycles for technology devices

Research suggests that millions of unused smartphones and electronic devices in Europe are suitable for refurbishment, creating a significant supply base for recommerce platforms.

By aggregating this supply and connecting it with consumers, marketplaces like Refurbed are helping build a more circular electronics economy.

Competitive landscape in the refurbished market

The European recommerce sector is becoming increasingly competitive as consumer demand rises.

Major competitors include specialized refurbished marketplaces such as Back Market & Swappie. These platforms operate similar marketplace models, connecting professional refurbishers with consumers seeking more affordable technology products.

Despite the competition, Refurbed’s rapid expansion suggests that the market is large enough to support multiple players as refurbished devices move into the mainstream.

Why this milestone matters for European e-commerce

The €3 billion GMV milestone is significant not only for Refurbed but for the broader European e-commerce ecosystem.

It demonstrates that:

• Circular business models can scale profitably
• Consumers increasingly accept refurbished products
• Recommerce is becoming a major category within online retail

As more marketplaces integrate refurbished or pre-owned categories, the line between traditional e-commerce and circular commerce will continue to blur.

For retailers, marketplaces, and technology brands across Europe, Refurbed’s expansion signals that sustainable consumption is no longer a niche trend but a structural shift in the e-commerce market.

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