A fresh consumer survey commissioned by SmartPosti shows that Estonian consumers are very active in using second-hand goods. At least once a year, 68% of people buy used items. The share of regular buyers – those who purchase at least once every couple of months – is 48% in Lithuania and 45% in Estonia, while in Latvia the figure is somewhat lower at 27%.
In Estonia, the most popular second-hand purchases are clothes and shoes (52%). Also popular are furniture and home décor items (31%), electronics and household appliances (24%), as well as books and games (23%). A significant share of purchases is also related to children’s goods (20%) and sports and leisure equipment (10%), all of which are conveniently deliverable via parcel lockers.
In Latvia, clothes and shoes are likewise the most popular category (33%), followed by children’s clothing (26%), and books and furniture (16%). In Lithuania, the most frequently purchased second-hand goods are clothes and shoes (53%), followed by books and records (29%), furniture and home décor (24%), and electronics and household appliances (21%).
Commenting on the results, Sander Borodkin, Head of Sales at SmartPosti, said: “When nearly half of people regularly buy second-hand goods, it is no longer a modest niche trend but a major shift in consumer culture. It shows that the line between new and used is blurring, and what increasingly matters is the actual value of the item, not whether it was just bought from a store or previously owned by someone else.”
The survey results confirm that the popularity of reuse has grown in recent years. In Estonia, as many as 84% of respondents say they buy the same amount or more today compared with a few years ago. In Lithuania the trend is also strong, with 67% of people confirming that their habits have remained the same or become more active. This means that reuse is not only widespread but its share has been steadily increasing over time, indicating a notable shift in overall consumer culture.
The survey also highlights clear differences between target groups. In all three countries, the most active reusers are younger women in smaller towns with rather lower incomes. In Latvia, frequent buyers also include middle-aged men who purchase used household appliances or electronics. Meanwhile, older men in larger cities are generally more passive across all Baltic countries.
Borodkin adds: “Whereas buying second-hand goods used to be considered more of a necessity or a way to save money, today it is a conscious choice that adds practicality and environmental responsibility to price. For example, 15% of respondents mentioned environment and waste reduction as a reason for preferring second-hand goods. This value shift is most evident in Estonia and Lithuania, where reuse has become part of people’s everyday lifestyle. At the same time, the Latvian experience provides a useful comparison – reuse is present there as well, but often linked to larger purchases rather than smaller, everyday consumer goods.”
The survey commissioned by SmartPosti was conducted between 27.08–04.09.2025 and included 765 respondents in Estonia, 739 in Latvia, and 742 in Lithuania.