Stefan Öberg, CEO of Tradera, talks about online shopping of circular electronics in Sweden. In the interview, Stefan highlights key trends within circular electronics and the main challenges in paving the way for a circular future for electronics.
This case is part of the Circular Electronics Day 2021 best practices series. Multiple organizations stand behind this initiative that takes place on January 24 with the aim to encourage organizations and consumers to take a more responsible approach to electronics.
What is Tradera?
Tradera is Sweden’s leading marketplace for circular online shopping and the company’s mission is to play a leading role in driving the transition to circular shopping in Sweden.
With over five million visits a week and 1000 new listings per hour, Tradera sees items swapping owners every three seconds. You can find anything from vintage fashion, accessories, interior design, and antiques, to toys, consumer electronics and collectibles on Tradera. The largest categories on Tradera are fashion and interior design products, but electronics is one of the fastest-growing segments.
How has the circular consumer electronics market developed on Tradera?
The market for consumer electronics has grown exponentially in the past few decades. New versions of electronic gadgets are released more and more frequently – and customers will go out and buy them even though the previous model often is far from worn out. Hence, a new market for used electronics has gradually grown in size at Tradera. The largest segment is used mobile phones.
The second-largest category is computers and reading tablets. A lot of TVs, sound/Hifi systems and smart home products are also sold on Tradera
Why is the reuse of electronics so important from an environmental perspective?
Certain components of electronic products contain toxic substances, which can be a threat to the environment as well as to us humans. For instance, TVs and computer monitors normally contain hazardous materials such as lead, mercury, and cadmium.
Equally important, electronics are made of components that contain valuable raw materials. Recycling old devices saves energy. It also means that fewer raw materials need to be drawn from nature to create new devices. As a result, energy is saved, pollution is reduced, and there are fewer greenhouse gas emissions released into the atmosphere.
How are circular electronics doing on Tradera?
Used electronics is one of the fastest-growing segments on Tradera. In the year 2000, used electronics sales amounted to almost 40 million Euros on Tradera, and increased by 20 percent compared to the year before. More than 2100 electronic gadgets switch homes every day thanks to Tradera.
Top selling electronic products are mobile phones, computer components and portable computers, but the fastest-growing consumer electronics category is TV/console gaming.
Why is the market for circular electronics growing so quickly now?
It is a combination of a growing environmental conscience and a more uncertain economy in the wake of the pandemic. There are also new target groups and new needs.
When people upgrade their home office to be able to work more from home, many choose circular alternatives. Digitization among the elderly has increased and thus a growing need for electronic tools. For those with a limited budget, circular alternatives are attractive. Also, a growing number of parents choose circular electronics for their children, out of both economic and environmental concerns.
What are the key challenges for circular shopping of electronics going forward?
Circular players need to offer a hassle-free, super-easy and convenient shopping experience. This includes an attractive product offering, intuitive user-interface, immaculate product presentations, smooth payments and delivery options in a safe and clean setting. It is only when this is in place, that we can become an attractive alternative to newly-produced goods.
Tradera has been pushing circular consumption for 20 years, but the topic has never been more relevant than today. In a time when new electronic gadgets are becoming both cheaper and more accessible, Tradera´s part in promoting a sustainable way of shopping is more important than ever, he concludes.
About Tradera
Tradera is the leading market place for circular shopping in Sweden. The company has more than five million visits per week and 1000 new listings per hour, which means that used items swap owners every three seconds via Tradera. For over twenty years, Tradera´s focus has been circular consumption. In a time when newly produced goods are so cheap and consumers are buying more new things than ever before, Tradera’s role in providing a circular alternative is more important than ever.
