The Growth of the Second Hand Market in Sweden

Sweden’s pre-loved market continues to soar to new heights. According to Svensk Handel’s Pre Loved Indicator, August 2025 saw a record-breaking month with a total turnover of SEK 1.9 billion, the highest monthly figure since the indicator was launched. Within fashion alone, sales reached SEK 496 million, confirming that second-hand has become an integral part of everyday shopping habits for many Swedes.

Three in ten Swedes bought second-hand during August, and among those consumers, one in two chose fashion items. “Reaching the highest monthly turnover in the history of the Pre Loved Indicator is a clear confirmation of the strength of the second-hand market,” said Maria Mikkonen, Chief Economist at Svensk Handel. “After a relatively weak spring, it is encouraging to see such strong summer sales. Consumers’ demand for sustainable options continues to grow, and we are convinced that this interest will remain. Acting sustainably has become a competitive advantage for retail businesses.”

Online sales leading the way

The figures also show how online retail has become a major force in driving the second-hand boom. In August alone, online second-hand sales reached SEK 1.4 billion, underlining the power of digital platforms in making resale mainstream. “E-commerce companies play an important role in introducing second-hand products to the public,” Mikkonen explained. “Through attractive prices and clear sustainability benefits, they are reaching consumers of all ages. But physical stores also remain vital, both channels growing side by side shows that online and in-store sales can coexist and thrive.”

After August’s record, second-hand sales in September settled at SEK 1.3 billion, roughly in line with the same month last year. However, the share of consumers who bought second-hand rose slightly. Across the third quarter, overall sales grew by 8%, driven almost entirely by the strong August performance.

“There are no signs that interest in second-hand is fading, quite the opposite,” said Mikkonen. “We see more and more players entering the market and making pre-loved products available to the wider public. This development could accelerate even further if policymakers seriously addressed the issue of lowering VAT on second-hand goods. The time has come.”

Fashion takes the lead

When it comes to categories, fashion remains the hottest sector in 2025. Not only is it the largest in absolute terms, but it also shows the strongest growth. In September, fashion sales were nearly 30% higher year-on-year, and for the third quarter, growth exceeded 33%. For the year to date, up to September, sales in the category have grown by around 7%.

“More Swedes are seeing the possibility of consuming sustainably, and often at lower prices,” said Mikkonen. “Consumers now expect sustainable and long-lasting products, and Swedish retailers are working intensively to meet these needs. Active sustainability efforts are today an enormous competitive advantage.”

The rise of online resale

Online resale remains the dominant channel. In September, e-commerce sales increased by 4% compared with the same month last year, reaching nearly SEK 1 billion. The online channel’s share of total second-hand sales rose by four percentage points, to 75%. From January to September, total online resale sales amounted to SEK 8.3 billion, showing modest year-on-year growth of just under 1%.

A growing force for sustainability

The continued growth of Sweden’s second-hand market highlights how sustainability and economic value can go hand in hand. What began as a niche movement has become a mainstream habit, reshaping both shopping culture and retail business models.

With policy discussions now focusing on how to further support circular markets, including proposals to lower VAT on second-hand sales to 6%, the future of pre-loved fashion in Sweden looks more promising than ever.

As Mikkonen concludes:

“Consumers expect sustainable, long-lasting products, and Sweden’s retailers are responding. The demand for circular fashion is here to stay.”