How ReCommerce is reinventing the relationship between products and customers in home improvement and DIY stores

The DIY sector is undergoing significant transformation, driven by evolving consumer expectations and increasing environmental awareness. The rise of ReCommerce is disrupting traditional models and redefining industry practices. Retailers are now encouraged to rethink their approach by offering more sustainable consumption options. Second-hand products are becoming a credible and valued alternative. This article explores the challenges of this transformation, the strategies adopted by market players, and changes in purchasing behaviors.

ReCommerce: A new era for the DIY sector

Understanding ReCommerce and its challenges

ReCommerce encompasses the resale, refurbishment, and reuse of previously used products. In the DIY sector, this includes tools, materials, home improvement equipment, and other devices. The challenges for businesses are multifaceted:

• Economic, by capitalizing on customer returns and unsold items;
• Ecological, addressing consumers who are increasingly concerned about the environmental impact of their purchases and delivery services;
• Strategic, to stay competitive, especially against specialized second-hand marketplaces.

The impact on home retailers

For companies specializing in home equipment, ReCommerce opens the door to new growth opportunities. It expands the offering to customers who are more price-sensitive and concerned about the environmental impact of their purchases. 

However, integrating ReCommerce requires organizational adjustments. Businesses need to rethink their logistics to manage reverse flows, sort, evaluate, and sometimes refurbish products.

Consumers amid the ReCommerce revolution

Customer purchase motivations

By 2024, 75% of French consumers will have bought a second-hand product, and 51% of online buyers are opting for second-hand items. The primary motivation for turning to ReCommerce is economic, with 75% of buyers looking to reduce costs during inflationary times by purchasing tools or devices at a lower price. Additionally, a growing number of buyers are motivated by environmental values, aiming to reduce waste and extend the product’s lifespan, resonating especially with younger generations and households committed to responsible purchasing practices.

The rise of ReCommerce also stems from a shift in perspective. Once associated with lack of means, it has now become a deliberate, even militant choice for 42% of buyers.

The importance of customer satisfaction in the process

Buying a second-hand product, even from a reputable company, involves some doubt regarding the product’s durability or after-sales service quality. To reassure customers, retailers must offer an impeccable customer experience, ensuring transparency and reliability in refurbishing processes. Customer satisfaction also involves creating a smooth and rewarding shopping experience. Providing usage advice, inspirational content, or educational journeys helps establish a lasting relationship.

Innovations and strategies of e-commerce players

New web offers and services

Online, various offers and engagement programs are emerging. Companies integrate dedicated sections on their e-commerce sites, highlighting reconditioned products from the first navigation screen. Others invite their most engaged customers to become members of a community focused on circular consumption. Some retailers, like Kiabi with Kidkanaï in the fashion sector, have pioneered hybrid customer journeys, including remote estimation, clothing drop-off at network stores, coexisting second-hand and new product sections, and dedicated second-hand checkouts.

Our ReCommerce solution enables retailers to attract new customers and optimize product lifecycles while promoting a sustainable approach. Discover how our solution helps transform second-hand products into a commercial performance driver, both online and in-store!

Growth levers for businesses

ReCommerce provides new growth levers for businesses, particularly through the diversification of offerings. By adding second-hand or refurbished products to their new product catalog, retailers can reach a broader customer base. ReCommerce also offers the opportunity to breathe new life into unsold, returned, or slightly damaged products, reducing logistical costs and improving margins. Implementing a repair workshop service, integrated into the customer journey, extends the product’s longevity and enhances store loyalty. Finally, ReCommerce represents a differentiation axis, strengthening the perception of the company as a committed player. This positioning can become a strong attractor, especially in CSR communication.

The future of the market: opportunities and challenges

Anticipating ReCommerce trends

One upcoming trend is the rise of web platforms specializing in highly qualified second-hand products, offering verified items, classified by condition, with integrated delivery and after-sales services. The model will also hybridize, with resale coexisting alongside equipment rental, especially for technical or infrequently used tools. Mutualization systems between neighbors, supported by retailers, may emerge. The future of ReCommerce will also involve better data integration. With IoT and predictive analysis, retailers will better identify product lifecycles and anticipate returns.

Solutions to optimize the customer experience

For this trend to sustainably prevail, the customer experience must be rethought around three key axes:

• Transparency on product condition: offer detailed sheets with real photos, clear classification, and reconditioning information, much like for reconditioned phones;
• Provision of suitable guarantees: for 77% of French consumers, buying a second-hand product involves risk. Offering a warranty, simplified return service, or technical support helps create a framework of trust;
• A well-crafted omnichannel journey: users should be able to switch seamlessly between channels.

Additionally, it’s crucial to facilitate product searches, especially in fashion sectors where references are numerous. Guided search tools, with filters and recommendations, enhance the shopping journey. Saniweb adopted Orisha Commerce’s Tweakwise solution to make its complex offering more accessible. Simplifying navigation has strengthened web engagement and conversion.

ReCommerce profoundly transforms how businesses approach sales, usage, and product end-of-life. By offering resale, repair, or rental solutions, they respond to the growing demand for more economical and sustainable alternatives. To support this evolution, every element of the customer journey deserves particular attention: making the offering clear, ensuring product quality, and offering suitable services.