The United Kingdom is at the forefront of a global shift towards second-hand shopping, with pre-loved fashion increasingly shaping cultural style trends—particularly among Gen Z and Millennials. The findings come from eBay’s fifth annual Recommerce Report, which surveyed 27,000 consumers and eBay sellers worldwide to assess attitudes and behaviours around the resale economy.
According to the report, clothing tops the list of the most commonly purchased second-hand items, cited by 72% of respondents, followed by shoes at 43%. UK consumers stand out as “global leaders” in the sector, with nearly half (46%) buying pre-loved goods at least once a month—more frequently than shoppers in any other market surveyed. A large majority, 92%, say they intend to maintain or increase their spending on second-hand products over the coming year.
Saving money remains the most significant driver for UK consumers, with 79% identifying it as a key motivation for buying pre-loved items. Sustainability and environmental considerations follow closely at 47%, underscoring the growing alignment between budget-conscious and eco-conscious shopping habits.
The report highlights that Gen Z and Millennials are accelerating global recommerce trends, with 59% of Gen Z and 56% of Millennials worldwide planning to increase their spending on pre-loved goods this year. While second-hand fashion is firmly established, refurbished technology has emerged as a fast-growing category, now purchased by more than a third (35%) of UK consumers. This makes refurbished tech one of the top recommerce segments after fashion and books.
Consumers choosing refurbished items over new ones are saving up to 50% on fashion and everyday technology from trusted brands, while also contributing to a more circular and resource-efficient economy.
eBay UK’s General Manager, Eve Williams, said the UK was playing a leading role in rethinking global retail norms. She noted that shoppers increasingly viewed second-hand as a first choice for value, quality and environmental responsibility. Williams commented that the thrill of finding something “vintage, restored or reimagined” remained a major part of the appeal, adding that with 71% of Britons saying it feels good to give an item a second life, smarter shopping is proving to be “shopping with heart.”
