IKEA expands retail strategy with second-hand marketplace and youth focus

IKEA is evolving its business model to address changing consumer behaviors and sustainability through new digital and circular economy initiatives. In India, the retailer is shifting its focus toward younger consumers, particularly those under 35 who are navigating urban transitions such as moving for new jobs or renting homes. The company aims to integrate more deeply into the everyday lives of these customers by moving beyond a traditional big-box retail approach to one centered on digital discovery and personal life stages.

Globally, IKEA has launched a second-hand marketplace for its own furniture and homewares, positioning itself against platforms like eBay and Vinted. The service allows IKEA Family loyalty members to list eligible pre-owned items, with prices averaging 60% lower than new products. The platform provides automated tools for sellers, including recommended pricing and professional photography. To encourage the circular economy, sellers can choose to receive proceeds as IKEA gift cards with a 15% top-up. The marketplace will begin trialing the integration of its existing Buy Back scheme in Spain and Portugal in late December.