rebuy
rebuy is a Berlin-based recommerce marketplace operating across seven European countries where consumers buy and sell used electronics and media, with 630+ employees, proprietary 280-parameter grading technology, and a new B2B Shopify merchant product launched via Fluent in 2025.
- Company typePrivate
- Founded2004
- HeadquartersBerlin, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What rebuy does
rebuy (rebuy recommerce GmbH) is a Berlin-headquartered, privately held recommerce marketplace operating since 2004 that enables consumers to buy and sell used electronics and media across seven European countries (Germany, Austria, France, Netherlands, Italy, Spain, United Kingdom). The platform operates a two-sided model: consumers sell used items through a trade-in program with fixed-price quotes, free shipping, and guaranteed data deletion, and purchase professionally refurbished products through rebuy.de and regional storefronts (rebuy.nl, .it, .fr, .es), iOS/Android apps, and an idealo price-comparison listing. Headcount stands at 630+ employees concentrated across warehousing, grading, refurbishment, logistics, marketing, programming, and customer service, with operations facilities in Berlin and Poznan, Poland.
The core technical differentiator is a proprietary 280-parameter grading system that assesses each device on physical condition, functional integrity, and accessory completeness, executed by trained specialists supported by high-tech robotic inspection equipment. Refurbished items are restored (data deletion, factory reset, component replacement, cleaning) and resold under condition grades (exzellent, sehr gut, gut, stark genutzt) with up to 50% savings versus new retail prices and a 3-year warranty on electronics. Revenue is generated primarily through one-time unit sales of refurbished electronics and media, supplemented by a transaction-fee model from the May 2025 launch of Rebuy Monetize powered by Fluent, a post-purchase customer engagement product for Shopify merchants.
The customer base spans price-conscious consumers, sellers/trade-in users, collectors, and sustainability-driven shoppers, served through a direct-to-consumer go-to-market with digital channels (newsletter to 750,000+ subscribers, TikTok/Instagram/Facebook/LinkedIn, content marketing, mobile apps). Distribution runs exclusively through owned e-commerce storefronts and apps, fulfilled via partnerships with DHL, Deutsche Post, GLS, and DPD. The company has cumulatively served 6 million+ customers, processed 75 million+ trade-in products, and achieved 4.53/5 Trusted Shops ratings across 200,000+ reviews, with CO2-neutral operations since 2021.
rebuy firmographics
Firmographics- Name
- rebuy
- Legal name
- rebuy recommerce GmbH
- Website
- https://rebuy.de
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- rebuy is a Berlin-based recommerce marketplace operating across seven European countries where consumers buy and sell used electronics and media, with 630+ employees, proprietary 280-parameter grading technology, and a new B2B Shopify merchant product launched via Fluent in 2025.
- Ownership category
- akta.pro rank
rebuy industry classification
Industry- Product category
- Refurbished Consumer Electronics E-commerce
- NAICS
- Used Merchandise Retailers (45951)
- SIC
- Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Electronics & Tech Recommerce (Refurbished Devices) (CRAFAGAC)
- akta.pro secondary industries
- Certified Refurbished Electronics Retail (CRACAJAD), Reuse & Resale / Recommerce Operations (EUAIANAC), Electronics Refurbishment, Repair & Reuse (Remarketing/Resale) (BPALAIAD)
Keywords
Where rebuy is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
rebuy business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Resale of Refurbished Electronics: Primary revenue from one-time sale of professionally refurbished consumer electronics (smartphones, tablets, wearables, consoles, notebooks, cameras, audio equipment). Products sourced through trade-in/buy-back program and resold with warranty. Revenue is transaction-based with per-item margin.
- Resale of Refurbished Media: Secondary revenue stream from sale of refurbished books, music CDs, DVDs, video games, and films. Items graded by condition (excellent, very good, good) and resold at discounted prices versus new.
- Trade-In / Buy-Back Services: Consumer trade-in program where rebuy purchases used electronics and media from individuals. Sellers receive fixed price offers based on self-reported condition, with final price adjusted after grading. Payment via bank transfer or PayPal.
- Rebuy Monetize Partnership: Post-purchase upsell engine partnership with Fluent for Shopify merchants. The program enhances post-purchase customer engagement for e-commerce stores, generating incremental profit through monetization of checkout traffic.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Up to 50% savings vs. new retail prices across all product categories |
| Unit Pricing | Pay-as-you-go | Gift cards in denominations from €10 to €100 |
| Subscription | Annual | €5 welcome voucher for newsletter subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
rebuy product offering
Product offeringCore offering
rebuy operates a two-sided recommerce marketplace that purchases used electronics and media from consumers, professionally refurbishes them in its Berlin and Poznan facilities using a proprietary 280-parameter grading system, and resells the refurbished items at up to 50% below new retail prices with a 3-year warranty. Supporting offerings include trade-in buy-back services, iOS/Android mobile apps with barcode scanning, gift cards, and a post-purchase monetization product (Rebuy Monetize powered by Fluent) for Shopify merchants.
Product overview
rebuy operates a two-sided recommerce marketplace enabling consumers to buy and sell used electronics and media. The core offering consists of the Buy Platform for purchasing refurbished products and the Sell Platform for selling used items. Supporting services include the rebuy Mobile App (iOS/Android) for barcode scanning and browsing, rebuy Gift Cards (10-100 EUR denominations), the Trade-In Program offering 10% extra value, and the 3-Year Rebuy Warranty. An enterprise offering, Rebuy Monetize powered by Fluent, provides Shopify merchant integration for post-purchase customer engagement. Product categories span phones, tablets, cameras, wearables, consoles, MacBooks, audio equipment, books, movies, video games, and music, all with professional refurbishment and grading.
Differentiator
Problem solved
Functional benefit
Products and services
- rebuy Marketplace Two-sided recommerce marketplace enabling consumers to buy and sell used electronics (phones, tablets, cameras, wearables, consoles, MacBooks, audio equipment) and media (books, movies, video games, music). Items are purchased from consumers, refurbished, graded, and resold at up to 50% below new retail prices with a 3-year warranty on electronics.
- rebuy Gift Cards Digital gift vouchers in denominations of EUR 10, EUR 20, EUR 50, EUR 70, and EUR 100, valid for 3 years and redeemable across the entire product catalog. Delivered via email as PDF.
- 3-Year Rebuy Warranty Extended warranty covering all electronics purchases for 3 years, allowing customers to return and receive repair or replacement for defective items.
- Rebuy Monetize powered by Fluent Post-purchase customer engagement solution for Shopify merchants that monetizes post-checkout customer interactions, generating incremental profit for e-commerce stores.
Quantifiable outcome
- Up to 50% savings versus new retail prices
- +3 more outcomes
Companies that use rebuy
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
rebuy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
rebuy partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Fluent, Inc.coreRebuy Monetize powered by Fluent is a post-purchase customer engagement solution for Shopify merchants. Launched in May 2025, the partnership has shown rapid growth with over 700% increase in merchant adoption and revenue, generating significant incremental profit for Shopify stores.
- DHLminorPrimary shipping partner for domestic German deliveries. DHL handles package delivery for both consumer purchases and seller trade-in shipments.
- Deutsche PostminorSecondary shipping partner for German deliveries, providing additional delivery options for consumers.
- DPDminorShipping partner for seller trade-in collections, offering pickup and delivery services for returned electronics and media.
- GLSminorShipping partner providing parcel delivery services for both outbound sales and inbound trade-in collections.
- idealominorPrice comparison platform listing providing product visibility and discovery for price-conscious consumers researching alternatives to new retail purchases.
- Trusted ShopsminorCustomer review and trust certification platform providing independent verification of customer satisfaction and purchase protection for rebuy customers.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
rebuy competitors and assessment
Company assessmentDirect peers
- Back Market: Back Market is a Paris-headquartered global marketplace for refurbished electronics with deep European coverage. It directly competes with rebuy on certified refurbished devices, seller trade-in flows, and warranty-backed resale across rebuy's core European markets.
- Momox: Momox is a Berlin-headquartered recommerce company buying and reselling used books, CDs, DVDs, and games, with growing electronics activity. It overlaps with rebuy's media resale and trade-in supply, sharing the German buy/sell recommerce customer base.
- asgoodasnew: asgoodasnew is a German recommerce specialist selling refurbished smartphones, tablets, laptops, and consumer electronics with warranty. It is a direct German-market peer to rebuy with overlapping product categories, trade-in flows, and certified-refurbished value proposition.
- Rebuy: Self-reference omitted to avoid redundancy; included as anchor.
- Recommerce: Recommerce is a French specialist in refurbished smartphones and tablets with strong European carrier and corporate device take-back programs. It is comparable to rebuy on supply-side trade-in flows and on B2B/ITAD-style device refurbishment.
- Refurbed: Refurbed is a Vienna-based marketplace for refurbished electronics (smartphones, laptops, tablets, etc.) operating across Europe. It is identified alongside rebuy as a major German recommerce player and competes head-to-head on consumer refurbished devices, trade-in supply, and warranty-backed resale.
Broad incumbents
- MediaMarkt: MediaMarkt is a large European consumer electronics retailer now operating its own refurbished and trade-in programs. As a broad incumbent in rebuy's home market, MediaMarkt competes on both new-vs-refurbished price comparison and on the trade-in supply side.
- Zalando (Zalando Zircle / Pre-owned): Zalando operates a recommerce program (Zircle and Pre-owned) for fashion and is identified as a major German recommerce player. While primarily apparel-focused, it is a notable consumer-brand competitor for sustainability-minded German shoppers.
- Amazon Renewed: Amazon Renewed is Amazon's certified refurbished program covering electronics, computers, and consumer devices. As a broad incumbent marketplace with massive traffic and logistics, it competes with rebuy for both demand and supply of refurbished goods across Europe.
- Apple Trade In: Apple's first-party Trade In and Certified Refurbished programs compete with rebuy for both the supply of used iPhones, iPads, and Macs and for buyers of refurbished Apple devices. This is a structural competitor on rebuy's largest product category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
rebuy social profiles
Digital presencerebuy compliance and trust
Trust signalCompliance1 record
rebuy financial estimates
Financial estimateRevenue estimate
Valuation estimate
rebuy leadership team
Management profileNumber of profiles
Profiles4 records
rebuy funding detail
Funding detailFunding overview
Funding rounds5 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
rebuy M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about rebuy
What does rebuy do?
rebuy operates a two-sided recommerce marketplace that purchases used electronics and media from consumers, professionally refurbishes them in its Berlin and Poznan facilities using a proprietary 280-parameter grading system, and resells the refurbished items at up to 50% below new retail prices with a 3-year warranty. Supporting offerings include trade-in buy-back services, iOS/Android mobile apps with barcode scanning, gift cards, and a post-purchase monetization product (Rebuy Monetize powered by Fluent) for Shopify merchants.
Is rebuy a public or private company?
rebuy is a private company. It is classified as venture growth investor backed and is currently operating.
When was rebuy founded?
rebuy was founded in 2004. It employs 501 to 1,000 people.
Where is rebuy based?
rebuy is headquartered in Berlin, Germany, in the Europe region.
How does rebuy make money?
Four revenue lines are on record. Resale of Refurbished Electronics are the primary driver. The others are resale of Refurbished Media, trade-In / Buy-Back Services and rebuy Monetize Partnership.
Who are rebuy's main competitors?
Direct peers on record are Back Market, Momox, asgoodasnew, Rebuy, Recommerce and Refurbed. Broad incumbents are MediaMarkt, Zalando (Zalando Zircle / Pre-owned), Amazon Renewed and Apple Trade In.
Does rebuy have an API?
No public API is recorded for rebuy.
What industry is rebuy in?
rebuy's product category is Refurbished Consumer Electronics E-commerce. Its primary akta.pro industry code is CRAFAGAC, Electronics & Tech Recommerce (Refurbished Devices), with a secondary code of CRACAJAD, Certified Refurbished Electronics Retail. Its NAICS code is 45951 and its SIC code is 5734.