Jiji Africa has recorded a significant rise in demand for pre-owned goods, with search activity in Q1 2026 increasing by 70% compared to the same period in 2025. This translates to over 14.7 million unique searches in just the first quarter—reflecting a sustained shift in consumer purchasing behaviour.
This growth is outpacing interest in new items, signalling a structural change in how consumers approach value, affordability, and utility in their purchasing decisions.
Across categories such as electronics, vehicles, and home essentials, buyers are increasingly prioritising functionality and cost-effectiveness. This shift comes amid continued pressure on household budgets. According to the Kenya National Bureau of Statistics, inflation has remained between 3–5% through 2025 and into early 2026, with food, transport, and housing emerging as the primary drivers of household expenditure growth.
The trend also points to a broader transition toward circular commerce. More consumers are now choosing pre-loved goods as their first option rather than a fallback. This aligns with global patterns where affordability and sustainability are becoming key purchasing drivers. According to the World Bank, rising living costs and constrained household incomes across emerging markets are accelerating demand for lower-cost alternatives, prompting consumers to adjust their spending behaviour.
Speaking on the findings, Maxim Makarchuk, COO of Jiji Africa, said:
“Kenya has historically been a second-hand-driven market, with pre-owned goods forming a critical layer of everyday trade. What’s emerging now is accelerated growth within this segment, underpinned by a more discerning and economically aware consumer base. At Jiji, we’re making this ecosystem more efficient and accessible by connecting buyers and sellers more seamlessly and unlocking more value from goods already in circulation across the country.”
In the cars category, buyers cite affordability and the ability to physically inspect vehicles before purchase as key factors boosting confidence in their decisions.
“I saw the car online, then went to inspect it in person before buying. This allowed me to confirm its condition and gave me confidence that I was getting value for my money,” said David, a buyer on Jiji Kenya.
In the electronics category, cost savings and access to higher specifications stand out as major advantages. One buyer, Kimani, noted:
“I found a laptop at almost half the retail price. It was in good condition, and I was able to get better specifications than I could afford if it were new.”
Increased digital adoption and improved access to online marketplaces are also driving this shift. Kenya remains one of Africa’s most advanced digital economies, with widespread mobile internet usage enabling more people to access online platforms. According to the Communications Authority of Kenya, growth in connectivity has significantly expanded access to digital services, including e-commerce platforms that allow users to compare prices and make more informed decisions.
Across the platform, categories such as electronics, vehicles, and household goods remain highly active—highlighting the role of online classifieds in improving access to affordable products.
As economic pressures persist, demand for pre-loved goods is expected to remain strong through 2026. Jiji continues to focus on enhancing trust, user experience, and accessibility within Africa’s growing circular economy.
