Kenyans are buying more second-hand goods online, and they are doing it fast. According to new data from Jiji, Africa’s largest online classifieds platform, searches for pre-owned items on its Kenyan marketplace jumped 70% in the first quarter of 2026, compared to the same period last year. That translates to over 14.7 million unique searches in just three months.
The numbers tell a story bigger than one platform’s growth. Demand for used goods is now growing faster than interest in new items on Jiji, which the company says points to a “structural change” in how Kenyan consumers think about value.
Why the shift?
The answer starts with money. Kenya’s inflation rate has hovered between 4.3% and 4.6% since mid-2025, according to data from the Kenya National Bureau of Statistics. While that sits within the Central Bank’s target range, the pressure is felt most in categories that eat into household budgets: food, transport, and housing. These three expenditure groups account for over 57% of the total consumer price index weighting.
For a population where the median income still sits well below the cost of brand-new electronics or vehicles, pre-owned goods offer a practical alternative. A used laptop at half the retail price, or a second-hand car that can be physically inspected before purchase, is not a compromise for many Kenyan buyers. It is the smarter financial decision.
“I found a laptop at almost half the retail price. It was in good condition, and I was able to get better specifications than I could afford if it was new,” said Kimani, a buyer on Jiji Kenya, in a statement shared by the company.
Part of a global pattern
Kenya is not alone in this pivot. The global second-hand products market was valued at roughly $475 billion in 2025 and is expected to cross $535 billion this year, according to The Business Research Company. The growth is being driven by a mix of affordability concerns, sustainability awareness, and the convenience of digital platforms that make buying and selling used items far less cumbersome than it used to be.
In emerging markets particularly, the World Bank’s January 2026 Global Economic Prospects report noted that constrained household incomes are pushing consumers towards lower-cost alternatives. Per capita income growth in low-income countries, while projected at 2.8% annually in 2026-27, remains insufficient to meaningfully reduce poverty.
Kenya’s version of this global trend has its own texture. The country has long had a robust second-hand culture. From the mitumba (imported used clothing) markets in Gikomba to the used-car lots along Mombasa Road, buying pre-owned is deeply embedded in how Kenyans trade. What is new is the scale at which this is moving online.
Digital access is the enabler
Kenya’s digital infrastructure plays a central role. Smartphones are the dominant gateway to the internet in the country, with the Communications Authority of Kenya reporting that the majority of internet users access online platforms via mobile devices. Over 56% of Kenyans are regular internet users, with the 15-34 age group leading adoption.
This is the same demographic driving the pre-loved economy online. Platforms like Jiji benefit directly from this mobile-first consumer base. The ability to browse listings, compare prices, and contact sellers via a phone makes the classifieds model particularly well-suited to Kenya’s market.
The company has also been investing in building out its ecosystem beyond just listings. Last year, Jiji launched “Zero to Profit,” a free business course developed in partnership with Mount Kenya University, aimed at turning side hustlers into profitable business owners. It was a move that made Jiji’s incentive clear: more successful sellers means a more active marketplace.
What is selling?
Electronics, vehicles, and household goods are the top-performing categories on the platform. In the cars segment, buyers say the ability to inspect a vehicle in person before committing gives them confidence. David, a Jiji buyer, noted: “I saw the car online, then went to inspect it in person before buying.”
In electronics, the value proposition is straightforward. Buyers access higher-spec devices at lower prices. For a market where smartphone affordability remains a major concern, as tech-ish has previously explored in depth, this makes pre-owned electronics a natural growth category.
Beyond bargain-hunting
Jiji’s COO, Maxim Makarchuk, frames the trend as more than just consumers looking for deals. “Kenya has historically been a second-hand driven market, with pre-owned goods forming a critical layer of everyday trade,” he said. “What’s emerging now is accelerated growth within this segment, underpinned by a more discerning and economically aware consumer base.”
There is some truth to the idea that this is not purely about pinching pennies. The circular economy movement, where products are kept in use for longer rather than being discarded, is gaining traction globally. In Kenya, the KEPRO Circular Economy Accelerator Programme launched in early 2026, offering SMEs funding and strategic support to build businesses around reuse and sustainability.
For platforms like Jiji, the opportunity is clear. If the pre-loved economy continues growing at this pace, online classifieds could become as central to Kenyan commerce as mobile money is to payments. The company says it is focused on improving trust, user experience, and accessibility across its African markets.
Whether that translates into a truly sustainable marketplace model, rather than just a reflection of economic pressure, will depend on how well platforms like Jiji can solve the trust and quality assurance problems that have long plagued online second-hand transactions in Kenya. For now, though, the data is unambiguous: Kenyans are choosing pre-loved, and they are doing it in record numbers.
