* Includes "prefer second-hand/vintage fashion" and "user experience of websites has improved significantly".
** 500 respondents in the UK, 506 respondents in Germany, and 508 in the Netherlands. Only among consumers who answered they bought more second-hand in the past six months compared to the previous six months.
To the question: "Why are you buying more second-hand items than before?"
Citation formats
Reasons to buy more used goods online in Europe 2021
A set of surveys conducted in June 2020 and February 2021 revealed that most consumers in Germany, the Netherlands, and the United Kingdom primarily purchased second-hand items online to save money. Up to ** percent of German consumers and ** percent of British respondents reported that saving money was their main reason for buying second-hand goods online.
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McKinsey & Company. (September 23, 2021). Reasons for consumers in selected European countries to buy more second-hand items online as of 2021 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1308182/reasons-european-consumers-buy-more-secondhand/
McKinsey & Company. "Reasons for consumers in selected European countries to buy more second-hand items online as of 2021." Chart. September 23, 2021. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1308182/reasons-european-consumers-buy-more-secondhand/
McKinsey & Company. (2021). Reasons for consumers in selected European countries to buy more second-hand items online as of 2021. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1308182/reasons-european-consumers-buy-more-secondhand/
McKinsey & Company. "Reasons for Consumers in Selected European Countries to Buy More Second-hand Items Online as of 2021." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 23 Sep 2021, /statistics/1308182/reasons-european-consumers-buy-more-secondhand/
McKinsey & Company, Reasons for consumers in selected European countries to buy more second-hand items online as of 2021 ÌÇÐÄÆƽâ°æ, /statistics/1308182/reasons-european-consumers-buy-more-secondhand/ (last visited July 27, 2026)
Reasons for consumers in selected European countries to buy more second-hand items online as of 2021 [Graph], McKinsey & Company, September 23, 2021. [Online]. Available: /statistics/1308182/reasons-european-consumers-buy-more-secondhand/
