From Vilnius to Europe: How Lithuanian Startups Are Leading the Recommerce Boom
The recommerce market is projected to capture up to 12.6% of the e-commerce market by 2025, showing the rising demand for sustainable shopping options. An industry expert explains the success of Lithuanian recommerce startups like Vinted, emphasizing that user-friendliness is key to transforming consumer habits and promoting long-term sustainability.
The Sort A Brick team
Recommerce is projected to capture 12.6% of the European e-commerce market by 2025, nearly doubling its share since 2020. Lithuania, particularly its capital Vilnius, has emerged as a notable contributor to loop-based retail solutions. Recognized as the European Green Capital 2025, Vilnius has gained acclaim for its startup ecosystem, a hub for sustainable innovation and entrepreneurship.
“Innovation is often seen as creating something entirely new, but in sustainability, it’s about reimagining and reusing what already exists,” says Ilya Malkin, founder and CEO of Sort A Brick, a service for sorting customers’ old LEGO® bricks into new sets. “I believe the resourcefulness of people in Lithuania is a key reason we have so many sustainable startups that help to make the most out of materials and goods we already have.”
Success in recommerce requires user convenience
Malkin explains the recommerce trend as the idea of reselling goods with the same convenience as traditional e-commerce. “People cannot afford to spend more time and money on sustainable alternatives. Sustainable solutions must be as convenient as linear retail, providing digital solutions, mobile optimization, and user-friendly services, such as seamless shipping options.”
A standout example of a successful recommerce platform is Vinted, Lithuania’s first unicorn, which has attracted over 100 million users with its peer-to-peer platform for secondhand clothing. Another promising player in the recommerce space is the Berlin-Vilnius-based startup Tingit, a zero-effort marketplace with the mission to make repairs “as easy as brushing teeth.”
“We’ve seen a significant rise in recommerce startups in recent years,” Malkin says. “Many of them begin by developing their ideas in the Lithuanian market, refining their business models, and then expanding to the broader European market.”
Recommerce gains ground beyond startups
According to Malkin, the environmental impact of user-friendly recommerce solutions goes beyond reducing waste. For instance, Vinted reports that 22% of its users have started opting for higher-quality clothing when purchasing new items. “This demonstrates that sustainable shopping options, when paired with the convenience of e-commerce, can encourage more responsible consumer habits. By moving people away from unsustainable practices such as buying fast fashion, recommerce startups are paving the way for a more sustainable future,” Malkin explains.
Moreover, Malkin notes that the growing demand for recommerce is now driving the supply of sustainable solutions, not only from innovative startups but also from major players in traditional retail. Recognizing the demand created by startups, these larger companies are increasingly integrating similar solutions into their business models. For instance, the Swedish furniture giant IKEA has launched its own online marketplace, enabling customers to resell furniture they originally purchased from the retailer.
Navigating opportunities and regulatory challenges
Malkin highlights that the shift to recommerce presents abundant opportunities for entrepreneurs. According to one report, recommerce businesses are growing 20 times faster than the broader retail market.
“There are still many niches that lack effective recommerce solutions,” Malkin explains. “For example, entrepreneurs could focus on developing platforms for electronic goods or luxury items, or tackle logistics challenges such as handling the collection, inspection, and redistribution of used goods—an area of increasing demand. Additionally, creating content around sustainable shopping or offering repair services could carve out a unique space in the market. It’s an exciting time to dive in because recommerce isn’t just about reselling—it’s about rethinking how we buy, use, and value products altogether.”
While the European Union is driving the transition to a circular economy by 2050, Malkin highlights that the EU could make recommerce more accessible by updating existing regulations. For example, the resale of toys is currently governed by stringent rules that could benefit from revisions to better align with the increasing demand for second-hand toys: “Updated regulations should include clear standards for inspection, cleaning, and packaging to build consumer trust. Further, the introduction of certification systems for resellers could enhance transparency and encourage more businesses to embrace this growing market.”
