Significant shift to circular consumption is reflected by the new pan -European research presented by Solid Havas, conducted by the Havas Commerce, with Greece standing out among the 13 countries for increasing acceptance and use of used products.

With 1 in 2 Greeks declaring that it has purchased used or repaired products in the last 12 months, the country is taking 6th place in the world, surpassing markets such as Germany and Belgium.

This shift is of strategic importance to the future of retailing and consumer tendencies in the post-Covid era, as consumers’ attitude shows that the preference for used is a very conscious, economical choice and not just a lifestyle trend.

Greece: Strong culture of circular consumption – champion in “Exchange”

Greece has the most common culture of exchange and borrowing between all countries of research:

  • 34% of Greeks have exchanged products with others, compared to 19% internationally (the highest position of all countries).
  • Only 26% have no involvement with circular practices, below the average of 31%.

Economy, Authenticity and Ecology The basic levers

The strongest incentive for “second -hand” markets in Greece is the economic reasons (50%), the highest percentage among the countries involved in the survey. Other key motivations are access to unique or premium products, as well as ecological consciousness, which is mainly highlighted by younger generations.

Dominant categories: electronics, cars, clothing

Electronic products are the top category of used markets in Greece (32%, above the global average).

Cars: Greece, along with Brazil, holds the highest rates of used markets in the industry (35%, compared to 23% worldwide).

Clothes and books/video games also have a high frequency, though with slightly lower rates than the international average.

Digital first choice for the Greek consumer

The used market in Greece is mainly a digital experience:

  • 71% of consumers prefer online advertising for information and 58% social media, well above television or radio.
  • 88% make ‘second -hand’ purchases through special applications and marketplaces, with physical stores and social media to follow.

Price dominates decisions

72% of Greeks choose used products mainly for their price (compared to 59% internationally).

Second most important criterion: state/quality of the product and the existence of guarantees.

The most ‘intensive’ users are… the older age

The main age group moving the used market in Greece is 56-65 years old, not the young. They are mainly driven by the need for economy, and not by environmental incentives.

However, there is also increasing penetration in Gen Z & Millennials, mainly through digital channels.

Confidence & Security: The Requirement

8 out of 10 consumers say they are considering a product very carefully before buying it.

Only 3% buy without any warranty.

Most important ‘security’ factors:

  • Site/Platforms ratings
  • High quality photos
  • Return and warranty policies

Used Market has a future: Opportunity for Innovation & Strategic Integration

83% of consumers want to see used products next to the new stores.

The Greeks are seeking a structured market experience and its professionalism, such as:

  • Resale professional platforms
  • Stores Repair Services
  • Special corners used in natural points of sale
  • Transparency tools (eg control of authenticity, digital “historical” products)

51% believe that used preference will extend to all product categories in the future, while 38% believe that market growth will be limited to specific categories, such as luxury, rare or vintage.

Only 9% consider it to be reduced due to cheap brand such as shein or demu.

The overwhelming majority of participants (81%) indicate a positive market experience, while 9 out of 10 are willing to participate in return or exchange programs that will enhance viability.

Business Challenge and Opportunity to buy used in Greece

The Greek used market is no longer a “need for an emergency”, but it is transformed into a structural element of modern consumer behavior and has come to stay. The digital maturity of the “second-hand” market in Greece, the shift to sustainable consumption and the need for reliable solutions create a new field of action for brands, retailers and e-commerce businesses, for technological development and startup solutions.