Ikea trials second-hand marketplace for direct customer sales

Ikea Preowned launches in Madrid and Oslo with plans for global expansion by December.

IKEA is moving to own the secondary market in its own products rather than cede it to third-party resale platforms. IKEA Preowned, a peer-to-peer marketplace launched on a trial basis in Madrid and Oslo, lets customers buy and sell used IKEA furniture directly with one another.

Sellers create the listings, while IKEA’s system fills in the product details, including dimensions and the original retail price. That structure keeps both the transaction and the resale data inside IKEA’s own ecosystem, rather than on Vinted, Facebook Marketplace, or local classifieds, where most used IKEA furniture currently changes hands.

The platform aligns with IKEA’s reuse and waste-reduction commitments, extending the life of products that would otherwise be discarded. It also gives IKEA a direct relationship with second-hand buyers, a segment it has historically had no visibility into, as resale of furniture, apparel, and equipment continues to grow.

The trial builds on in-store resale programs IKEA already runs in some markets and reflects a wider tilt toward digital channels. IKEA said it would assess the results of the Madrid and Oslo pilots at the end of 2024 before deciding on further rollout.