New data from Jiji, a leading online classifieds platform, has revealed a dramatic surge in demand for pre-owned goods across Kenya, with search volumes for used items jumping 70% in the first quarter of 2026 compared to the same period in 2025. The figure represents over 14.7 million unique searches in Q1 alone, signaling a structural change in consumer behaviour as buyers increasingly prioritise affordability, functionality, and value over brand-new purchases.
The growth outpaces interest in new items across categories such as electronics, vehicles, and home essentials, reflecting a sustained shift toward circular commerce. According to the Kenya National Bureau of Statistics, inflation has remained between 3% and 5% through 2025 and into early 2026, with food, transport, and housing driving household expenditure growth. The World Bank has also noted that rising living costs across emerging markets are accelerating demand for lower-cost alternatives.
Brandspur Brand News Desk reports that Maxim Makarchuk, Chief Operating Officer of Jiji Africa, described Kenya as a historically 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,” Makarchuk said. “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.”
Buyer testimonials underscore the drivers of this trend. In the cars category, David, a buyer on Jiji Kenya, cited affordability and the ability to physically inspect vehicles before purchase as key confidence builders. “I saw the car online, then went to inspect it in person before buying,” he said. “This allowed me to confirm its condition myself and gave me confidence that I was truly getting value for my money.” In electronics, another 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.”
Increased digital adoption and improved mobile internet access are supporting this shift. Kenya continues to rank as one of Africa’s most advanced digital economies, with the Communications Authority of Kenya confirming that growth in connectivity has significantly expanded access to e-commerce platforms. As economic pressures persist, demand for pre-loved goods is expected to remain strong through 2026, with Jiji focusing on improving trust, user experience, and access across the continent’s growing circular economy.
