It is no secret that the secondhand markets in Southeast Asia are one of the liveliest in the world. From apps like Carousell, carboot sales and Facebook groups trading everything from used strollers to secondhand motorcycles, buying secondhand is literally embedded in the retail culture of the region. In fact, Malaysia, Thailand and the Philippines are among the top importers of used clothing in Asia, reflecting both demand and deep-rooted thrifting culture.
These countries became top importers of used goods, particularly clothing and electronics, from wealthier nations, creating massive downstream resale markets. But the appeal of secondhand goes beyond affordability. It has long enabled access to quality products at a fraction of retail prices, especially for middle- and lower-income households navigating rising costs of living. The resale of used phones, laptops and gadgets has boomed across the region and often serves as a lifeline for digital access.
We explore the AI-driven future of ecommerce startups in Southeast Asia
In the Philippines and Indonesia, refurbished smartphones help bridge digital divides, while in Malaysia, companies like CompAsia have turned device recommerce into a mainstream business by offering quality-assured secondhand electronics with warranties.
But today’s resale boom is different. It’s not just about saving money but more so about sustainable choices, digital convenience and generational shifts in consumption. Gen Z consumers across the region are actively choosing secondhand for its eco-conscious appeal, affordability and individuality.
This brings us to the new wave of recommerce startups: tech-enabled platforms that are modernising the resale market across fashion, gadgets and lifestyle products while tackling long-standing challenges around scale, trust and convenience.
The digital rebirth of secondhand
One of the clearest signs of change is how secondhand is being brought online and not just onto marketplaces like Facebook and Carousell, but into dedicated platforms built for resale, complete with authentication tools, drop-off centres and sleek mobile apps.
Refash is a strong example. Though it began in Singapore, the brand has expanded into Malaysia and, more recently, Hong Kong. Refash streamlines the consignment process, sellers drop off their item,s and Refash handles pricing, merchandising and sales. The experience is designed to feel like shopping in a boutique, not rummaging through bargain bins.
In Indonesia, fashion recommerce is gaining traction through platforms like Tinkerlust, a curated luxury preloved marketplace. Meanwhile, across Vietnam and Thailand, social‑commerce giants like Shopee and local classified platforms such as Kaidee are hosting vibrant secondhand activity, showing how digital recommerce is evolving through regional consumer trends. Malaysia is also home to Thryffy, a youth-oriented app that promotes circular fashion by connecting sellers and buyers through a clean, easy-to-use interface. What makes it stand out is its emphasis on community-driven resale: users often share their thrift hauls and styling tips, which helps reinforce secondhand’s relevance not just as a transaction, but as a lifestyle.
And while clothing dominates the conversation, recommerce for electronics and tech is booming. CompAsia, based in Malaysia, is among the region’s most successful players in refurbished gadgets. It offers certified secondhand phones, laptops and tablets (often with warranties) making technology more affordable and accessible, especially for students and young professionals who may not have the means to purchase brand new items. With rising smartphone penetration and widening digital divides in rural communities, companies like CompAsia are helping to democratise tech access.
The hard part: What’s holding recommerce back?
Establishing a sustainable recommerce platform in Southeast Asia comes with a unique set of challenges, and the main problem among them is the issue of consumer trust. In categories such as luxury fashion and refurbished electronics, scepticism around authenticity and product condition remains high. Questions like “Is this designer item genuine?” or “Will this phone perform as promised?” are common and valid. In response, many platforms are investing in professional verification services, detailed grading systems and quality control mechanisms to enhance credibility, though these measures inevitably add to operational costs.
Logistics present another significant hurdle. Unlike conventional retail, secondhand platforms must manage highly fragmented inventory. With each item being one-of-a-kind, with its own condition, specifications and price point, makes warehousing, fulfilment and returns far more complex than with standardised e-commerce operations. Efficient backend systems and strong partnerships with last-mile delivery providers are essential, particularly in markets where infrastructure remains inconsistent.
Lastly, getting pricing right is crucial in Southeast Asia’s diverse consumer landscape. If resale prices are too low, sellers may see little incentive to participate. On the flip side, if prices are too high, value-conscious buyers may turn to budget retailers or grey market imports. To address this, platforms are experimenting with localised pricing strategies from algorithmic tools to reward systems and tiered product grading that aim to strike the right balance between supply and demand.
To address this, many recommerce platforms are adopting flexible, localised pricing strategies. Some use algorithmic pricing tools that factor in item condition, demand trends and regional benchmarks, while others rely on manual curation to better reflect perceived value. Platforms like Thryffy and Refash often offer bulk discounts or reward systems to encourage recurring purchases and customer loyalty. Others experiment with tiered product categories such as “like new,” “gently used,” and “well-loved” to provide more affordable entry points without compromising transparency.
What’s next?
The recommerce boom in Southeast Asia isn’t a passing trend or efforts to catch up to the west, it’s something that’s being built from the ground up, shaped by local habits, economic realities and the region’s long-standing culture of making things last. Therefore, startups across the region are trying to do more than just digitise recommerce shopping. They’re making secondhand easier, more trusted and appealing to a new generation that’s rethinking what it means to own, to spend and to create waste.