The growth of second-hand trade has exploded to 1400 million euros in two years – Fast fashion and cheap goods threaten to clog second-hand channels

The sale of used goods in Finland has grown tremendously in two years, by a total of 56 percent.

Chief Economist of the Trade Union Jaana Kurjenoja estimates that circular trade in Finland has already grown in value to almost 1400 million euros.

As late as 2023, the circular trade market was worth approximately 900 million euros.

Sales increased by 106 percent

Here, second-hand shopping refers to the sale of used goods, second-hand clothing, and unsold products.

The figure includes consumer-to-consumer (c2c) peer-to-peer sales at physical retail locations such as flea markets and online shopping platforms such as Tori.fi and Vinted, but also business-to-consumer (b2c) sales at stores' own outlet departments for used goods or unsold products or online.

The figure does not include cars, apartments, or the sharing economy.

In terms of euros, the largest circular trade product categories are fashion, interior design, electronics and hobbies.

"Growth has been very rapid, especially in the second-hand trade in the b2c sector, which has grown by 106 percent in two years," Kurjenoja points out.

Sales at physical flea markets have only increased by six percent over the same period.

Young people in particular buy used

Finland has emerged as one of the world's leading countries for buying second-hand goods.

As many as 66 percent of respondents to the survey data compiled by Kurjenoja said they had purchased used products in the past year.

"The popularity of second-hand shopping has grown, especially among young people under 30. 81% of them already buy used products," Kurjenoja sums up.

Kurjenoja presented her study, partly funded by the Finnish Specialty Retailers' Association Etu ry. “Second-hand consumer and circular trade market in Finland 2025” In a webinar organized by the Federation of Finnish Commerce and Etu ry on September 18, 2025.

Kurjenoja has used Statista's international consumer survey database as the main source for consumer comparison.

Second-hand sections in stores

If we look at the circular economy channels where goods end up for sale to consumers, either through donations or b2c organizations, the Helsinki Metropolitan Area Recycling Centre is by far the most popular place to buy used goods. SPR Kontti is second on the list, with second-hand shops third.

However, among women under 30, UFF overtakes the Recycling Center in popularity. Among young men, the most popular channels are Gigantti Outlet and Swappie.

“The growth in B2C circular trade has come from new and growing companies that have expanded their range with circular trade products alongside new products. For example, electronics stores now increasingly have their own outlet section for unsold or returned products or a second-hand section.”

Traditional new product marketplaces have emerged among the popular circular economy channels. Ikea's Löytöpiste, Gigantti Outlet, Swappie, Fonum, Suomalainen Kirjakauppa, Varusteleka and Marimekko are seeking new business from the circular economy.

For example, Partioaita now has nine stores offering second-hand products under the slogan "From equipment to hikers".

Vinted sues Tori.fi

New marketplaces on peer-to-peer platforms have grown in popularity.

Photo: Finnish Trade Federation/ Jaana Kurjenoja. Tori.fi is maintaining its position as the most popular peer-to-peer sales platform for circular commerce among other age groups except women under 30.

The traditional number one is still Tori.fi, but it and especially Facebook groups have received challengers from, for example, Vinted, Huuto.net, Sellpy, Emmy, Tine and Finlandiakirja.

The C2C peer-to-peer online shopping market has grown by a total of 57 percent in two years.

Lithuanian used fashion peer-to-peer trading platform Vinted has become the most popular peer-to-peer sales platform, especially among young women. Vinted has already surpassed Tori.fi as a sales platform among young women.

According to Kurjenoja's review, there is a lot of fast and cheap fashion available on Vinted's platform.

“As the second-hand market continues to grow, is the supply of high-quality and sustainable products in the circular economy sufficient?” Kurjenoja asks.

Donations are flooded with poor quality

It seems that people under 30, who often buy used clothes, also make a lot of donations to organizations that accept used clothes and goods.

“The series donors include not only families with children, but also people under 30. Among them are young people who buy and sell used fashion products up to once a week.”

Kurjenoja points out that around 80 percent of under-30s who buy used clothes also buy fast fashion. Part of the reason is the purchasing power of this consumer group and the low prices of the products.

Buyers of used clothing are also more spontaneous buyers than those who only buy new products.

Does the kräää block the channels of circular trade?

“So there are people who buy a lot of fast fashion, and when they can't sell it, they donate it,” Kurjenoja interprets the data.

Kurjenoja raises concerns:

"There is a huge supply of fast and cheap fashion and so-called China junk in the world. However, its resale value is low. Will the avalanche of cheap sales start to clog various circular trade channels and bury other offerings from peer-to-peer online shopping, flea markets or second-hand stores?"

Even used goods can be overused.

"37 percent of students say they buy used products at least once a month or more often, especially clothes. 90 percent of them justify their purchases precisely by saving money, even though they shop constantly," Kurjenoja states and adds:

"Second-hand shopping has become just one more shopping channel for consumers. You can justify to yourself that you are being responsible when you buy second-hand."

However, responsibility may be an illusion. Almost a fifth of second-hand clothing buyers are more likely to buy new or used clothes that they never even wear.

Text: Elina Saarinen, Uusiouutiset-magazine

Photos: Finnish Chamber of Commerce/Jaana Kurjenoja. The graphs in this article are from a presentation given by Jaana Kurjenoja on September 18.9.2025, 2025, in which she reported on her study “Second-hand consumer and circular trade market in Finland XNUMX”.