Emerging Markets Boost Used Phone Sales

The global pre-owned smartphone market saw a clear divide in H1 2025. Mature regions such as the U.S., Europe, and Japan remained flat, growing around 1% year-on-year due to market saturation, rising costs, and longer replacement cycles. 
 
In contrast, emerging markets—including Africa, India, Southeast Asia, China, and Latin America—grew about 4% YoY, driving global momentum, according to Counterpoint Research.
 
Africa led with 6% growth, supported by organized refurbishers and government programs like Bridge by Digital Africa. Apple grew 7% YoY, while Samsung gained 4%, boosted by Galaxy S and Z series trade-in deals.

India’s pre-owned market rose 5%, with Apple up 19% on strong demand for iPhone 13 and 14 models. Samsung retained the top spot through continued S22 and S23 sales and retailer-led exchange programs that enhanced consumer trust in refurbished devices.

Southeast Asia matched India’s 5% growth, driven by online C2C platforms and improving supply chains. Apple captured nearly half the market, led by Indonesia, while Samsung pushed sustainable trade-in partnerships with Laku6.

Across regions, iPhone 12 and 13 dominated refurbished sales, while Samsung’s S series is expected to gain traction in the U.S. later in 2025.