Italy's second‑hand market hits €27.2 bn as 65% of consumers trade used goods

In 2025, 65% of Italians reported buying or selling used items, up two percentage points from 2024. The Ipsos Doxa "Second Hand Economy" observatory for Subito recorded that the market’s economic value remained stable at €27.2 billion, roughly 1.2% of the country's GDP, with 28.2 million people participating.

Digital adoption surpassed 70% for the first time, reaching 71% of the population, and online transactions accounted for €14.7 billion (54% of total market value). The e‑commerce‑like model is now used by 75% of participants, driven by motivations such as cost savings, speed, convenience and a broad selection. Frequency of activity rose, with 24% of buyers and 23% of sellers transacting at least monthly, and more than half engaging every six months.

The second‑hand sector has become Italy’s second most common sustainable behaviour after waste sorting, reflecting its role as a financial and ethical alternative amid rising living costs.