Resale growth to outpace firsthand market up to three times by 2027

Value and uniqueness fuel resale market acceleration.

The resale market will outpace firsthand market growth by two to three times in 2027, with consumer interest in value and unique products driving the sector, according to Gemma D’Auria, a senior partner at McKinsey's Milan office.

"The business model is becoming much more sustainable for players in the space," she said. "Brands have started to embrace this channel, and some of the early concerns—about authenticity and lack of control over product—have abated."

D’Auria also cited a survey showing that 85% of consumers in the United States, 77% in China, and 66% in the United Kingdom use resale to explore brands for future purchases. Consumers in the United States and China associate resale volume with brand demand.

Brands choose between creating internal platforms or forming partnerships, with initial efforts focusing on high-value and iconic items, she noted.

"Consumers see resale as a channel where they can look for value and uniqueness," D’Auria said. "As it becomes more accepted and more part of brands’ strategic priorities, it is very important for you as a brand to define your resale strategy."