The UK’s refurbished consumer electronics market has yet to reach its full commercial potential, despite widespread consumer awareness and growing trust in established sales channels, according to research from circular technology company Alchemy.
The study, conducted in partnership with CCS Insight and based on a survey of more than 1,000 UK consumers, found that while refurbished technology has entered the mainstream, significant conversion barriers remain – creating opportunities for OEMs, retailers, and telecom operators to unlock new revenue streams.
Alchemy is a global circular technology company that helps businesses recover, process, refurbish and remarket electronic devices. Operating across 60 markets and working with more than 3,000 partners, the company focuses on extending product life, reducing waste and supporting more sustainable consumption models within the technology sector.
According to the study’s findings, 88% of UK consumers trust manufacturers most when purchasing refurbished devices, ahead of retailers (81%), telecom operators (75%) and online marketplaces (53%). However, the report argues that awareness alone is not enough to drive adoption and that confidence-building measures are essential to convert interest into sales.
Consumer appetite appears substantial. Some 72% of respondents said they would consider purchasing a refurbished device in at least one product category. Smartphones emerged as the strongest opportunity, with 41% open to buying a refurbished handset, followed by laptops, monitors and tablets at 34%. Another 23% said they would consider refurbished home electronics.
Yet despite this broad acceptance, only 40% of consumers familiar with refurbished devices have made a purchase.
Adoption is strongest among younger demographics, with 60% of consumers aged 18-24 having already bought refurbished technology. Purchase rates decline from age 45 onwards, highlighting what the research identifies as a key area for targeted communication and investment.
Price remains the leading motivator, with 70% of buyers citing affordability as the main reason for choosing refurbished. The findings indicate this trend spans income groups, suggesting consumers are driven by value rather than necessity. Half of respondents said they would expect around a 50% discount compared with buying new.
However, the report concludes that pricing alone will not accelerate market growth.
Warranty provision was identified as the strongest trust factor, with 70% saying it would increase confidence in refurbished purchases. More than half also highlighted clear returns policies (56%), battery guarantees or visible technical checks (55%), and access to grading reports before purchase (50%).
The research also pointed to confusion around existing grading terminology. Nearly all respondents associated the label “good” with visible signs of wear, despite grading systems often positioning it above “fair”. The report suggests more standardised grading supported by visual examples could improve understanding and trust.
Interest in buying directly from manufacturers was also pronounced, with 57% of UK consumers saying they would consider purchasing a refurbished device from an OEM at a discounted price.
Stephen Wise, director of global marketing at Alchemy, said there is no shortage of consumer demand but that confidence remains the deciding factor.
“There isn’t a demand problem for refurbished products – consumers understand refurbished, they’re open to it and many actively want it,” he remarked.
Ben Wood, chief analyst at CCS Insight, added that the industry now has clearer evidence of what is required to scale the market, particularly around quality assurance, warranties, returns, grading and seller credibility.
The research was commissioned by Alchemy and conducted by CCS Insight during Q4 2025, combining consumer research, focus groups and interviews with OEMs, retailers and carriers.
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