What Wirkaufens does

Wirkaufens is an online re-commerce platform that purchases used consumer electronics from individuals and businesses, refurbishes them, and resells them through its affiliated brand asgoodasnew.de. The company operates the platform as a trading brand of asgoodasnew electronics GmbH, a privately held German limited liability company headquartered at Georg-Simon-Ohm-Straße 6 in Frankfurt (Oder), founded in 2008. The platform targets individual consumers (B2C, primary) and corporate bulk sellers (B2B, secondary) in Germany and Austria, with localized extensions into Spain, France, and Italy, and claims more than 3 million cumulative customers over its operating history.

The core product is a self-serve web portal that enables sellers to value a device via an online questionnaire, receive a fixed-price offer, ship the device free of charge using a provided label, and receive payment within 3–5 business days after professional inspection. The platform accepts smartphones (iPhone, Samsung, Google Pixel, Xiaomi, Huawei, and other Android brands), tablets (iPad, Samsung, Surface, Kindle, e-readers), Apple MacBooks and Mac desktops, digital cameras, lenses, camcorders, smartwatches, and gaming consoles. A dedicated B2B Ankaufsportal handles corporate bulk purchases of 20+ units with account management and VAT reverse-charge invoicing. The technology stack includes Blancco-certified automated data erasure (with unique per-device processing numbers), Sendcloud for shipping orchestration, OMQ for AI-based customer support, and the day-current pricing engine that benchmarks live market prices.

Wirkaufens generates revenue by purchasing used devices at a quoted offer price and reselling the refurbished units through the affiliated asgoodasnew.de marketplace, capturing the spread between acquisition cost and resale price. There are no listing, evaluation, or shipping fees charged to sellers; revenue is entirely transaction-based. Customer acquisition is driven by SEO, Google Ads, Meta, Criteo retargeting, AWIN-managed affiliate partnerships, eKomi third-party reviews, and sustainability messaging (DHL GoGreen, Ecogood, Deutsche Umwelthilfe). The company is led by Managing Directors Dr. Tim Seewöster, Stefan Groitl, and Niels Nüssler, and has received approximately $16M in disclosed funding since 2012 from Ventech, MCI Capital, SevenVentures, Munich Venture Partners, Investitionsbank des Landes Brandenburg, and BC Brandenburg Capital.

Name

Wirkaufens

Legal name

asgoodasnew electronics GmbH

Website

https://wirkaufens.de

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Wirkaufens is a German online re-commerce platform, operated by asgoodasnew electronics GmbH, that buys used consumer electronics (smartphones, tablets, laptops, cameras, consoles) from individual and corporate sellers in DACH and Southern Europe, refurbishes them in-house, and resells them via asgoodasnew.de, capturing the buy-to-refurbish-to-resell margin on a per-transaction basis.

Ownership category

akta.pro rank

Product category

Used Electronics Trade-In Services

NAICS

Used Merchandise Retailers (459510), Electronics and Appliance Retailers (4492)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Pre-Owned Electronics Buyback/Trade-In & Resale (CRACAJAE)

Keywords

• Used electronics buyback
• Device trade-in
• Smartphone resale
• Electronics refurbishment
• Re-commerce platform

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Technology or R&D, Personnel, Supply Chain, Infrastructure

Revenue model

1. Device Trade-In Margin: Wirkaufens purchases used electronics from consumers and businesses at a quoted offer price, then refurbishes and resells the devices through the affiliated asgoodasnew resale marketplace. Revenue is generated as the margin between the acquisition price paid to sellers and the resale price achieved on refurbished units. No listing fees, shipping costs, or hidden charges are passed to sellers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Wirkaufens operates an online re-commerce platform where consumers and businesses sell used electronics (smartphones, tablets, MacBooks, cameras, lenses, camcorders, smartwatches, and gaming consoles) in exchange for a fixed-price offer. After sellers ship the device using a free prepaid label, the company performs inspection, certified data erasure, and refurbishment at its German facility, then resells the devices through the affiliated asgoodasnew.de marketplace, earning a margin between acquisition and resale.

Product overview

Wirkaufens operates as an online re-commerce platform for selling used electronics, consisting of two main offerings: a consumer-facing platform (WIRKAUFENS) for individual sellers and a B2B Ankaufsportal for business customers. The consumer platform enables users to sell smartphones (iPhone, Samsung Galaxy, Google Pixel, Xiaomi, Huawei, Honor, Motorola, and other Android devices), tablets, Apple MacBooks and desktops, digital cameras and lenses, camcorders, smartwatches, and gaming consoles. The B2B portal handles bulk commercial purchases and larger inventory. Additional services include certified data erasure via Blancco, a sustainability program (Öko Effekt), and refurbished devices are resold through the affiliated brand asgoodasnew.de.

Differentiator

Problem solved

Functional benefit

Products and services

• WIRKAUFENS Consumer Trade-In Platform Self-serve online platform for individual consumers in Germany and Austria to obtain an instant fixed-price valuation for their used smartphone, tablet, MacBook, camera, lens, camcorder, smartwatch, or gaming console, ship the device free of charge, and receive payment within 3-5 business days of inspection.
• B2B Ankaufsportal (Corporate Trade-In) Dedicated corporate purchasing portal for businesses and retailers to liquidate bulk quantities (20+ devices) of used or returned smartphones, tablets, laptops, and surplus electronics, with dedicated account management, customized logistics, 48-hour response time, and reverse-charge VAT invoicing for orders over EUR 5,000.
• Blancco Certified Data Erasure Professional, fully automated, documented and irreversible Blancco Mobile Edition data deletion service applied to every accepted smartphone and tablet, assigning each device a unique processing number with no human access to data, ensuring GDPR-compliant destruction of personal information.
• Sustainability / Öko Effekt Refurbishment Program Closed-loop refurbishment program where 100% of accepted devices are regionally refurbished in Germany, saving up to 50kg of CO2 emissions per device versus new production, and resold to extend device lifecycle and prevent e-waste.

Quantifiable outcome

• Up to 50kg of CO2 saved per device refurbished through local German refurbishment vs. new device production
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• BlanccocoreTechnology or IntegrationBlancco is the global leader in certified data erasure and is described as the first online trade-in portal in Austria and Germany to offer this service. Each device is assigned a unique processing number and undergoes automated erasure with no human data access. Blancco Mobile Edition is specifically used for smartphones and tablets, and a fresh OS is reinstalled after erasure. The partnership ensures GDPR-compliant, documented, and irreversible data destruction.
• DHL GoGreencoreStrategic or Co-development PartnerWirkaufens participates in DHL's GoGreen climate protection program, which offsets shipping emissions. Over 6,000 tonnes of CO2 have been saved through this program since 2010. The GoGreen partnership is a key pillar of the company's environmental sustainability positioning.
• Deutsche UmwelthilfeminorStrategic or Co-development PartnerDeutsche Umwelthilfe (German Environmental Aid Association) is a partner in a joint mobile phone take-back campaign supported by Wirkaufens, reinforcing the company's sustainability and circular economy messaging.
• EcogoodminorStrategic or Co-development PartnerEcogood is a climate protection platform that awarded Wirkaufens as a 'Klimafreundliches Produkt für den Alltag' (Climate-Friendly Product for Everyday Life), recognizing the company's contribution to reducing electronic waste through re-commerce.
• AWINcoreGTM or Marketing PartnerAWIN is the affiliate marketing network managing Wirkaufens' partner program. The program offers tiered commissions (1.5% for content sites, 1% standard, 0.5% for coupon/cashback sites) with a 30-day cookie window. AWIN provides the tracking infrastructure, payment processing, and access to thousands of affiliate publishers.
• sparwelt.deminorGTM or Marketing PartnerAffiliate partner (content site) of Wirkaufens managed through AWIN. CEO Daniel Engelbarts is quoted praising the personal support and above-average conversion rates of the partnership.
• Smart Shopping and Saving GmbH (gutscheine.de)minorGTM or Marketing PartnerAffiliate partner (coupon/cashback site) operating under gutscheine.de. Key Account Manager Denise Thinius is quoted praising the fair commission, good support, and interesting product as positive aspects of the partnership.
• SendcloudcoreTechnology or IntegrationSendcloud handles shipping orchestration and Track & Trace functionality for order delivery updates. The service processes name, address, and order data in the EU and is used for shipping label generation and delivery status notifications to customers.
• CriteominorGTM or Marketing PartnerCriteo provides personalized retargeting advertising services. Using third-party cookies, Criteo serves targeted ads to site visitors on partner websites, apps, and email based on their browsing behavior on Wirkaufens.
• asgoodasnew electronics GmbHcoreStrategic or Co-development PartnerWirkaufens is a trading brand of asgoodasnew electronics GmbH (the legal entity). After devices are inspected and accepted, they are refurbished at the asgoodasnew facility and resold via the asgoodasnew.de marketplace. The company footer notes 'asgoodasnew electronics GmbH' as the operating entity. The asgoodasnew brand serves the buy-side of the re-commerce loop.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• reBuy: reBuy is one of Germany's largest re-commerce platforms for used electronics, media, and books, competing directly with Wirkaufens on consumer electronics buyback and resale. Both operate in DACH with a similar model of buying, refurbishing, and reselling used devices.
• asgoodasnew: asgoodasnew is the affiliated refurbished electronics marketplace operated by the same parent company (asgoodasnew electronics GmbH). It is the sell-side counterpart to Wirkaufens' trade-in flow and is therefore the closest internal peer for unit economics and pricing dynamics.
• momox: momox is a major German recommerce platform buying used books, media, and electronics from consumers. It overlaps with Wirkaufens on consumer electronics trade-in within Germany and competes for the same seller pool.
• Flip4New: Flip4New was a German online trade-in platform for used electronics (smartphones, tablets, consoles, cameras). Although it has operated under various ownership, it is a direct peer in the DACH consumer-electronics trade-in category.

Emerging players

• SellCell: SellCell is a price-comparison marketplace that aggregates offers from multiple buyback companies for used smartphones and electronics. It competes with Wirkaufens by routing seller demand to comparators and is a partial substitute for direct portals.
• Catawiki: Catawiki is a European online marketplace for special-interest and second-hand items, including cameras, lenses, and consumer electronics. It overlaps with Wirkaufens on the camera/lens side and represents an alternative resale channel for high-value used devices.

Broad incumbents

• Gazelle: Gazelle is a US-based recommerce platform that buys and resells used smartphones, tablets, and laptops. While focused on the US, it is a relevant benchmark for the trade-in/refurbish-and-resell model that Wirkaufens operates in DACH.
• ecoATM: ecoATM operates self-service kiosks for instant trade-in of used phones and electronics, primarily in the US. It is a different channel format (kiosk vs. online) but addresses the same seller need for instant, trusted device disposal.
• Apple Trade In: Apple's own Trade In program is a structural substitute for consumer trade-in demand, particularly for iPhones, MacBooks, and iPads. It is a broad incumbent offering that constrains Wirkaufens' pricing on the Apple portion of its catalogue.

Regional players

• ZOXS: ZOXS is a German/DACH online trade-in platform for used electronics and consumer devices. It directly competes with Wirkaufens in the same geography and similar product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/wirkaufens
• LinkedInlinkedin.com/company/asgoodas.nu-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wirkaufens