Generation Z and millennials are changing the market: 68% of young shoppers actively buy items on the resale market.
Key preferences of the younger generation
According to the study, 68% of Zoomers and Millennials made purchases in the resale sector over the past year. The main motivations for the younger generation were finding good deals, environmental friendliness, and access to a unique selection.
At the same time, premium brands in the resale market are twice as popular as in the new-clothing market.
The Russian resale market is showing impressive momentum:
The share of resale in the total e-commerce volume reached 14%
The Russian e-commerce market grew by 33% in 2024
The Fashion category accounts for 27% of all transactions on the largest marketplaces
Trend toward local brands
Among young people, interest in Russian premium brands in resale is growing. The top 10 most in-demand brands included 12Storeez, Monochrome, and Ushatava.
Youth as a driver of entrepreneurship:
22% of new entrepreneurs on marketplaces are teenagers aged 14–18
Young people successfully combine studying with running a business
Minimal starting capital (from 10,000 rubles) allows projects to be launched quickly
Promotion tips from experts:
Create simple but meaningful content
Be authentic — “people buy from people”
Don't chase expensive production — the idea and style matter more
Use marketplaces' built-in tools for promotion
Generations Z and Millennials are not only changing consumer habits but are also actively shaping a new economy where conscious consumption and entrepreneurship are becoming an integral part of youth culture, reports volga.news.
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Generation Z and millennials are changing the market: 68% of young shoppers actively buy items on the resale market.
The new generation of consumers is radically changing the rules of the game in the Russian market. According to research, almost 70% of Generation Z and millennial consumers consciously choose to buy secondhand items, shaping a new trend of conscious consumption.