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Introduction to recommerce

6 minutes of reading
Introduction to recommerce
Category E-Commerce

The picture of online shopping has changed dramatically in recent years. The pandemic has accelerated the inevitable growth of online shopping, but it has also improved the purchasing awareness of customers. Today we are more and more aware of our decisions, we demand more from products and their producers. Zero waste and eco are no longer a fashion, but a broad attitude of the young generation. These two factors make recommerce constantly gaining popularity. What exactly is it, and what forms can such activity take? How does it relate to SEO optimization?


Understanding recommerce

The concept of recommerce dates back to the late 1990s, when eBay revolutionized the way people bought and sold goods online. Since then, the market has grown dramatically, with a variety of companies offering secondhand shopping opportunities both online and in physical stores. The recommerce market is estimated to be worth over $30 billion in 2022, and is expected to continue to grow in the coming years.

So, what is that? Recommerce, or “reverse commerce”, is the process of buying and selling secondhand goods online. It’s a growing trend that has seen exponential growth in recent years due to its many benefits for both consumers and the environment. It is different from traditional retail shopping in that it focuses on the reuse of pre-owned products rather than new ones. It allows people to access quality goods at a lower cost while extending the life of those items and helping reduce the amount of waste generated by the production of new goods.

How can recommerce activities affect the brand?

The benefits

The practice of buying and selling pre-owned items, offers a myriad of advantages. Perhaps the most compelling is the potential to save money. When you buy something used, you are typically getting it for a fraction of what it costs to purchase new. This is especially true for luxury items like designer clothes and jewelry. Additionally, you’re not just saving money – you’re helping to conserve resources by reducing the demand for new products.

It also helps protect the environment. Every time an item is resold rather than thrown away, it keeps that item out of landfills and reduces the amount of energy needed to produce new products. Furthermore, by purchasing second hand items, you can rest assured knowing that your purchases are not supporting inhumane labor practices or contributing to unfair economic systems.

Customer opinions are also important. Recommerce makes your brand more trustworthy and has more authority on the web. This practice demonstrates responsibility, which influences almost 80% of purchasing decisions. Therefore, recommerce activity is an element of good PR, increasing customer loyalty.

Increased environmental awareness of consumers when shopping allows them to give up the products they have purchased so far and look for better alternatives for them, more in line with their values. This is a great opportunity to introduce your company to them and offer your own services, thanks to recommerce activity.

Recommerce positioning

When it comes to positioning your business in the recommerce market, there are things you should consider.

  • First, you’ll want to focus on the customer experience. It’s also important to consider your target audience. Knowing who you’re targeting and how they’ll find your store can help you create an effective marketing plan.
  • Next, consider the sustainability aspect of your recommerce business. Can you make sure that your store is eco-friendly, and that your products are made from recycled materials or repurposed items? How will you ensure that customers understand why shopping secondhand is beneficial for both their wallet and the environment?

By taking into consideration all of these factors, you can create a successful positioning strategy that will help your business stand out from the competition and attract more customers.

How to plan a recommerce strategy?

When it comes to planning a good strategy, the first step is to identify what types of items you want to buy and sell. Think about the products that you already own and decide which ones can be resold. You may also want to look at what items are popular on other recommerce platforms and try to find ways to offer something similar.

The next step is to decide how you will acquire the items you want to resell. You can do this through physical stores, thrift stores, online marketplaces, or auctions. Each of these options has its pros and cons, so think carefully about which option would work best for you. You’ll also need to consider the cost of shipping, storage, and any additional fees associated with the purchase or sale of your items.

Once you have identified the items that you want to buy and sell, it’s time to create a marketing plan. Here’s where SEO and SEM come in. Consider using social media to get the word out about your recommerce business. You should also determine how much you plan to charge for your items and consider offering discounts or promotions to draw in customers.

Finally, you will need to set up systems for tracking your inventory, processing payments, and handling customer service inquiries. Make sure that all of your systems are well organized so that everything runs smoothly. Once everything is in place, you can start offering your items for sale.

Examples of stores that have implemented a recommerce strategy and enjoy higher profits

  • Zalando. The store launched the pre-owned service in 2020 and is gaining more and more new customers, especially those looking for high-end, luxury products. In return, they will receive credit in the form of funds to be used in the Zalando store. Items are valued by the system.
  • Apple. The company gladly accepts used products of its brand and renews them so that you can continue to enjoy them. Pre-owned copies can be purchased at a more favorable price, which is especially important in the era of rapidly consumable technologies.

Last thoughts

The recommerce industry is expected to grow significantly over the next few years as more and more people become aware of the environmental and economic benefits of buying secondhand items. This growth will be driven by an increase in online platforms, offering a larger selection of products from around the world, as well as better customer service and more competitive prices.

By planning your recommerce strategy and understanding the benefits of buying secondhand, you can benefit from the advantages of this movement and help reduce your carbon footprint. No matter what your goals are, whether it’s to save money, help reduce waste, or all of the above, recommerce can be a great way to do it. So get out there and start selling and shopping secondhand!

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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