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Ikea, the global furniture giant, is expanding its digital footprint by launching a peer-to-peer marketplace, Ikea Preowned. This platform will allow customers to buy and sell secondhand Ikea furniture directly to one another. Initially, the marketplace will be tested in Madrid and Oslo through the end of the year, with plans for a global rollout if successful. This move positions Ikea as a direct competitor to established platforms like eBay, Craigslist, and Gumtree, signaling a significant shift in the company’s strategy.
A New Era for Ikea
For years, Ikea has been synonymous with affordable, flat-pack furniture, often purchased in sprawling out-of-town stores. However, the company has been undergoing a transformation, moving towards a more digital and service-oriented business model. This shift includes online sales, urban store formats, and services such as furniture assembly. Ikea Preowned is a natural extension of this evolution, reflecting the company’s ambition to become more than just a retailer—it aims to be a comprehensive home furnishing solution.
Jesper Brodin, the CEO of Ingka Group, which operates most Ikea stores, described Ikea Preowned as a “dream in the making.” Speaking to construction web Brodin emphasized that Ikea is now in a position to pursue “more advanced and cool stuff,” thanks to the confidence and momentum the company has gained through its digital transformation.
The Ikea Preowned Marketplace
The Ikea Preowned platform is a bold step into the growing secondhand market. Unlike Ikea’s previous initiatives, where the company bought back used furniture from customers to resell in stores, this new platform is far more ambitious. It allows customers to list their own Ikea items, complete with personal photos and a set price. Ikea’s AI-enabled database enhances these listings with promotional images and measurements, making it easier for potential buyers to assess the items.
Buyers arrange to collect furniture directly from the seller, with the seller having the option to receive either money or an Ikea voucher with a 15% bonus. This incentive is designed to keep customers within the Ikea ecosystem, encouraging them to return for more purchases.
Competing with Established Platforms
Ikea’s entry into the peer-to-peer marketplace is a direct challenge to platforms like eBay, Craigslist, and Gumtree. These platforms have long dominated the secondhand market, with millions of listings worldwide, including thousands of Ikea items. For example, Finn, a popular classified platform in Norway, already lists over 8,700 Ikea items in Oslo alone.
Brodin acknowledges the competitive landscape, noting that many digital classified ad services operate in what he describes as a “monopoly or oligopoly.” However, he is confident that Ikea Preowned can carve out a significant share of the market, leveraging Ikea’s brand strength and customer loyalty. Early listings on the platform include everything from large sofas priced at €600 to smaller items like a €4 toilet roll holder.
A Symbolic Fee for Listings
Currently, Ikea Preowned is free to use, but Brodin hinted that the company might introduce a “symbolic fee” in the future. This modest charge could help cover operational costs while keeping the platform accessible to a broad audience. Brodin is particularly interested in how customers use the platform, especially those who opt for the Ikea voucher with the 15% bonus, as this could be an effective way to re-engage with past customers.
Aligning with Sustainability Goals
The launch of Ikea Preowned aligns with Ikea’s broader sustainability goals. The company has committed to becoming “circular and climate positive” by 2030. This means reducing waste, reusing materials, and promoting the circular economy—a system where products are kept in use for as long as possible through reuse, repair, and recycling.
By facilitating the resale of Ikea furniture, the Preowned platform helps extend the lifecycle of products, reducing the demand for new materials and minimizing the company’s environmental impact. This initiative dovetails with other Ikea efforts, such as selling refurbished items and offering spare parts for repair.
Accelerating Digital Transformation
Ikea’s push into the secondhand market is part of a broader digital transformation that has been rapidly accelerated by the Covid-19 pandemic. In 2020, Ikea planned to roll out online shopping worldwide within three years, but the pandemic forced the company to achieve this goal in just six weeks. According to Brodin, this digital pivot was crucial for the company’s survival during a period when all physical stores were closed.
Now, Ikea is building on this digital foundation, aiming to develop a comprehensive platform that becomes “the go-to place for home furnishing.” The marketplace is envisioned as one of the most critical components of this platform, alongside services like home planning, finance, and, of course, shopping.
Editors opinion
Ikea Preowned represents a significant evolution in Ikea’s business model, bridging the gap between traditional retail and the growing demand for secondhand goods. By entering the peer-to-peer marketplace, Ikea is not only challenging established players like eBay and Craigslist but also reinforcing its commitment to sustainability. As the platform rolls out globally, it could redefine how consumers think about buying and selling furniture, positioning Ikea as a leader in both new and secondhand home furnishings
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