Jiji has seen a significant rise in demand for pre-owned goods. Search results in Q1 2026 showed a 70% increase in used-item searches versus the same period in 2025. This represents over 14.7 million unique searches in Q1 alone. Thus, reflecting a sustained shift in consumer purchasing behaviour.
This growth outpaces 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 prioritizing 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. Food, transport, and housing have become the primary drivers of household expenditure growth.
The trend also shows a bigger shift toward circular commerce. More people are choosing pre-loved goods as their first option rather than just a backup. This reflects global trends in which affordability and sustainability are becoming increasingly important. According to the World Bank, rising living costs and constrained household incomes across emerging markets are accelerating demand for lower-cost alternatives. Consumers are adjusting their spending behaviour in response to ongoing economic pressures.
Speaking on the findings, Maxim Makarchuk, COO, 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. We’re connecting buyers and sellers more seamlessly and helping unlock more value from goods already in circulation across the country.”
– Maxim Makarchuk, COO, Jiji Africa
In the Cars category, buyers cite affordability and the ability to physically inspect vehicles before purchase as key drivers of confidence in their decision-making.
“I saw the car online, then went to inspect it in person before buying. This allowed me to confirm its condition myself and gave me confidence that I was truly getting value for my money.”
– David, buyer on Jiji Kenya
In the Electronics category, buyers highlight cost savings and access to higher specifications as major advantages of buying pre-owned goods online. 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 was new.”
– Kimani, buyer on Jiji Kenya
Increased digital adoption and improved access to online marketplaces are also supporting this shift. Kenya continues to be one of Africa’s most advanced digital economies. Many people now use mobile internet to access online platforms. According to the Communications Authority of Kenya, growth in mobile and internet connectivity has significantly expanded access to digital services. This includes e-commerce platforms that allow users to compare prices and make better choices.
Across the platform, categories like electronics, vehicles, and household goods remain very active. This shows the importance of online classifieds in helping people access affordable goods. As economic pressures continue, demand for pre-loved goods is expected to stay strong through 2026.
Jiji continues to focus on improving trust, user experience, and access within the growing circular economy across Africa.
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