What: Ikea has introduced a peer-to-peer marketplace, Ikea Preowned, allowing customers to buy and sell used Ikea furniture directly to one another.

Why it is important: This initiative aligns with the growing demand for sustainable and secondhand goods, reflecting Ikea's strategic shift towards digital innovation and circular economy practices. By facilitating a direct exchange between customers, Ikea not only enhances its digital presence but also strengthens customer loyalty through incentives like a 15% bonus voucher.

Ikea has launched a new peer-to-peer marketplace called Ikea Preowned, initially testing the platform in Madrid and Oslo with plans for global expansion. This platform enables customers to sell their unwanted Ikea furniture directly to each other, with Ikea offering additional features like AI-generated promotional images. Sellers can choose to receive payment or a voucher with a 15% bonus. This move is part of Ikea's broader transformation strategy, emphasizing sustainability, digital growth, and new business models that resonate with modern consumer demands.

Ikea Launches Secondhand Peer-to-Peer Marketplace: Ikea Preowned