One in 10 UK consumers are now mainly buying non-grocery items via resale platforms, as second-hand shopping continues to reshape the retail landscape, according to new data from KPMG UK.
The research found that eight per cent of consumers across all age groups said reselling sites such as Vinted and eBay had been their main way of buying non-grocery goods so far in 2026, rising to 15 per cent among 18 to 24-year-olds and 11 per cent among those aged 25 to 34.
KPMG also found that a third of consumers have sold at least one item through a resale platform so far this year, with an average of 5.5 items sold per person.
Selling activity was highest among younger groups, with 18 to 24-year-olds leading the way, while a further 18 per cent of respondents said they had not yet sold anything in 2026 but planned to do so later in the year.
Despite that rise, traditional retail channels still account for the largest share of non-grocery purchasing.
Some 21 per cent of consumers said they had mainly bought non-grocery goods online from UK marketplaces or retailer websites so far this year, while 19 per cent said they had mainly shopped in-store with well-known UK retailers.
A further 14 per cent said well-known UK retailers were their main online destination.
Only five per cent of shoppers said they had mainly bought non-grocery items online from international marketplaces such as Shein or Temu, according to the poll.
Linda Ellett, head of consumer and retail at KPMG UK, said: “Second-hand has been first-choice for one in 10 consumers so far in 2026, rising to 15 per cent among younger age groups.
“The growth of consumer-to-consumer selling platform use is shaking up the UK retail landscape, with a combination of factors increasing the popularity of buying and selling pre-loved goods.”
She added that affordability, sustainability, product quality and convenience were all driving demand, and said the shift was already influencing purchases of new items on the high street.
Ellett said some retailers were now responding to that demand by launching their own resale and reuse offers, giving shoppers alternatives that can include added reassurance around refurbishment and authenticity.
“With the cost of living remaining high and sustainability a consumer priority, reuse growth looks set to continue,” she said.
The findings suggest resale is becoming a more established part of how consumers shop, particularly as pressure on discretionary spending continues across the wider market.
Earlier KPMG consumer research found that shoppers were already entering 2026 in a cautious mood, with many continuing to rein in non-essential spend.
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