Pre-loved shopping surges as thrift culture grows in Puerto Rico
By G. Torres and Michelle Kantrow-Vázquez
Recommerce has moved from niche to mainstream, research by online marketplaces and market research and data firms reveals. And Puerto Rico is no exception to that trend, with dozens of thrifting outlets big and small spreading across the island.
According to eBay’s 2025 Recommerce Report, 89% of global consumers surveyed expect to spend the same amount or more than last year on used, or pre-loved, goods in 2025.
“Recommerce is redefining how people shop, led by a new generation that values connection, purpose and sustainability,” eBay CEO Jamie Iannone said in a statement.
Recommerce, or reverse commerce, refers to the buying and selling of used and refurbished products, with the primary objective of extending the life cycle of products. It is gaining significant popularity as more consumers seek sustainable and budget-friendly options.
The U.S. recommerce industry is on track to grow 34% by 2030 to reach $306.5 billion and nearly 8% of total retail spending, online marketplace OfferUp reported, citing GlobalData’s 2025 estimates. However, these estimates are higher than those reported for the global recommerce market by MarkNtel Advisors: $201.4 billion in 2024, projected to grow at a compound annual growth rate of about 6.25% to reach $289.8 billion by 2030.
In the U.S., 93% of U.S. shoppers bought a secondhand item in the past year and 54% also sold a secondhand item, with 70% agreeing that the stigma around secondhand shopping has lessened in the past year, according to OfferUp’s “2025 Recommerce Report.”
Electronics, furniture, home goods, sports gear, car parts, and baby and children’s items make up the bulk of secondhand purchases, with clothing accounting for 25% of the market, OfferUp said, noting that 75% of resale is happening outside of apparel, “which is a reminder that recommerce is about far more than fashion.”
Younger generations fuel the recommerce trend
Gen Z and millennials are driving recommerce forward, with 59% of Gen Z and 56% of millennials surveyed planning to increase their spending on pre-loved goods this year, eBay reported.
More than one-third (35%) of all consumers buy pre-loved goods monthly or more often, highlighting how deeply integrated recommerce has become in everyday shopping behaviors, eBay said.
These consumers support recommerce because they prioritize sustainability, First Insight, which provides a cloud-based predictive analytics and experience management platform for the retail industry, reported in “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail.”
Kent Kramer, CEO of Goodwill de Puerto Rico, confirmed that trend.
“We’ve seen positive shopping trends in our stores over the last five years, especially with the younger demographic. Overall, we’ve experienced near double-digit growth in our stores the last two years,” he said.
“Thrift is definitely trending as a sector. We’re grateful for that because we use the proceeds from the goods sold in our stores to invest in programs that help people and communities,” Kramer said.
“Puerto Rico is a new market for us, with one store open and several others on the way, and the reception has been awesome. Our customers will tell you that Goodwill is one place where it’s cool to shop no matter your age,” he added.
Goodwill opened its first store in Puerto Rico in March and opened a second location today in Bayamón. A third location is planned to open early next year at the Los Colobos shopping center in Canóvanas.
“The response from the Puerto Rican community has exceeded our most optimistic projections,” Kramer said during the store opening. “Plaza Escorial has continued to grow in donations and sales in a short period of time. This success has enabled us to launch our mission programs, bringing critical services to our most vulnerable community members.”
Puerto Rico has dozens of thrift shops operating islandwide. The pre-loved goods community also hosts events where sellers and thrifters gather, such as the Vintfresh Market, El Thrifty Market and others.
Focus on sustainability boosts recommerce
According to First Insight’s report, 62% of Gen Z shoppers prefer to buy from sustainable brands and 73% are willing to pay more for sustainable products. Gen Z and millennials are the most likely to make purchase decisions based on personal, social and environmental values.
Retailers and brands must prioritize sustainability to meet the evolving demands of these next-generation consumers and remain competitive in the market, First Insight reported.
Sustainability and environmental benefits also ranked high among eBay customers, with 45% indicating these are good reasons for buying pre-loved goods.
“Recommerce has evolved into a global movement driven by purpose,” Renee Morin, eBay’s chief sustainability officer, said in a statement. “Today’s consumers are choosing pre-loved goods not just for value but to make more sustainable choices that benefit people and the planet.”
Pre-loved goods are more affordable
Saving money is the top reason consumers buy pre-loved goods, with 81% citing it as a key motivation, according to eBay’s survey. Other leading drivers include looking for a specific item they cannot find new (37%), seeking unique or collectible pieces (36%) and a dislike of fast fashion (17%).
Recommerce also fosters meaningful connections between buyers and sellers: 63% of consumers consider themselves part of a recommerce community, with that number rising to nearly 80% among Gen Z and millennials. Additionally, 65% of consumers enjoy the “thrill of the hunt” when searching for pre-loved items, and 56% agree that buying pre-loved goods allows them to express their personal style, eBay reported.
The Salvation Army in Puerto Rico also has several retail outlets in San Juan and Caguas that fuel the thrifting trend. News is my Business requested details about that aspect of the organization’s operation but had not received a response as of publication time.
Read more about this trend in today’s editorial here.
