While Back Market was invented in France and does $2.4 billion worldwide, a Vienna startup beat them in German-speaking markets. The Austrian company hit €283 million GMV in Germany in 2024 - €90 million more than the French competitor. The market leader for refurbished electronics now comes from Austria.
These numbers come from E-commerce Germany News and they show a clear trend. While the Vienna-based platform grew by 38.6%, Back Market managed 10.8%. That's not a small gap.
The Numbers Side by Side: Refurbed vs. Back Market
| Metric | Refurbed | Back Market |
|---|---|---|
| Germany GMV 2024 | €283.4M | €193.1M |
| YoY Growth | +38.6% | +10.8% |
| Germany Ranking | #8 | #9 |
| Total Customers | 4 million | N/A |
| Devices Processed | 9 million | N/A |
Here's where it gets interesting: The Austrian platform is three years younger than Back Market and globally just a fraction of the size. Back Market does $2.4 billion GMV worldwide according to Sacra. Yet the Vienna startup dominates Europe's largest market for refurbished electronics. In our comprehensive retailer comparison, you'll find more about the differences between all major providers.
Profitability Achieved: A Rare Milestone
In March 2025, the platform achieved something almost nobody in e-commerce manages: real profitability. Not barely profitable, but with double-digit EBITDA margins. EU-Startups reported on the milestone.
If you want to learn more about Refurbed, you'll find details on product range, warranties, and current offers on our partner page. Peter Windischhofer, co-founder and CEO, told Impact Loop:
"This is proof that our business model is solid, and that there's enormous potential in the circular economy. While many companies continue to burn through capital in pursuit of growth, we're showing that it's actually possible to combine scalability with building a long-term profitable company."
While most startups keep burning through investor money, the company is writing black numbers after eight years.
€50 Million for UK and AI
In October 2025, the platform raised €50 million. The money came from Alex Zubillaga, who also backed Spotify, Fever, and Wallapop, along with Orilla, the fund behind Vinted and Cabify. Vestbee covered the details.
Where's the money going? UK expansion and AI-driven personalization. What "AI-driven personalization" actually means, the company keeps vague. Probably personalized product recommendations, dynamic pricing, or automated quality checks. We don't know yet - but with €50 million in the bank, we'll find out soon.
Why the DACH Region Became Home Turf Advantage
The reason is simpler than you'd think: The Vienna-based platform focused on German-speaking markets from day one. While Back Market expanded globally, the team concentrated on Austria, Germany, and Switzerland - the countries with the highest sustainability awareness in Europe. More about Back Market in detail with all product categories and warranty terms can be found on our partner profile.
The numbers confirm this: According to E-commerce Germany News, 71.5% of German buyers cite sustainability as a reason for buying refurbished - but 54.5% admit they simply can afford more through used goods. Sustainability alone doesn't sell. The wallet decides too.
The CEO put it well:
"Sustainability on its own isn't enough for many customers. It might work if you're doing something niche, but not if you want to reach the mass market. Being sustainable alone is often not enough. The price also needs to be attractive, and the whole experience has to be good."
What the Vienna Platform Does Differently
Here's where it gets surprising: The refurbished platform doesn't own a single workshop. Zero. Instead, it works with about 400 vetted partners who handle the actual refurbishing. The real work? Quality control and kicking out partners who deliver bad products.
Windischhofer explains: "We're super strict when it comes to quality. If we see that a seller doesn't have good feedback, we don't allow them to resell."
That sets the platform apart from a pure marketplace. There's a minimum 12-month warranty, and the condition grades for refurbished devices are clearly defined. And sellers who underperform get removed.
The Environmental Impact in Numbers
The company publishes environmental metrics - with the usual caveats for corporate figures. According to Vestbee, they've avoided:
350,000 tons of CO2
1,136 tons of e-waste
116 billion liters of water
Is the calculation method watertight? Hard to say. But the direction is right: Buying refurbished devices has measurable environmental advantages over new ones. An independent analysis of the environmental benefits of refurbished electronics can be found in our comprehensive sustainability guide. You can debate the exact numbers, but not the principle.
What This Means for Buyers
What does this mean for you if you're looking for an iPhone or MacBook right now? More choice, sharper competition, better prices. If you're shopping for a refurbished device, you have more options than ever. If you're still unsure about what refurbished actually means and what to look for, our comprehensive guide can help. The German refurbished electronics market was worth $2.94 billion in 2024 according to Expert Market Research. Market Research Future projects growth to $10.2 billion by 2034.
In practical terms: More players, more competition, better prices and warranties. You can now compare refurbished iPhone prices across all providers and find the best deal for your desired device. The Austrian platform and Back Market undercut each other, both extend warranties, both improve their platforms.
For us buyers, that's a win. Five years ago, refurbished was still a niche for nerds and penny-pinchers. Today it's mainstream - with warranties that are sometimes better than the electronics store around the corner.
