3 reasons why incorporating resale boosts sales of your new stock

One of the biggest myths about resale is that it cannibalises new sales. The reality is that resale doesn’t compete with new stock; it drives revenue growth. Offering a resale programme directly on your website can unlock new ways to engage customers, increase conversions, and build loyalty.

Here are three key ways resale can fuel your business growth:

1. Resale drives repeat purchases through store credit incentives

When introducing resale, you can offer store credit as your payout method. This incentivises your customers to return to your store and gives them the funds to buy more. In fact, customers using store credit spend 2.8X more on average.

This approach benefits everyone: customers trade their previous purchases while upgrading to something new, and you benefit from the combined value of their marketplace sale and increased spending. By introducing resale, you’re turning single transactions into repeat business.

The reality is that your customers are likely already engaging in resale, but via other avenues. Customers sell your items on third-party platforms such as Vinted and use the cash to buy new items either from your brand or elsewhere. By controlling the resale process with store credit, you ensure these customers return to you.

2. Resale acquires new customers who engage with your brand

Resale attracts shoppers who may not have previously converted with your brand too. Aspirational buyers who are fans of your brand but can’t buy at full price can use resale as an avenue to purchase. These aspirational shoppers are already coming to your website but aren’t converting and are likely turning to third-party sites for resale - this is a prime opportunity to turn them into engaged customers.

When these shoppers buy from your resale programme rather than via a third-party site, you gain access to valuable customer data - and the opportunity to build lasting relationships. Once you gather more data about these previously unknown buyers, you can send targeted email marketing campaigns to reengage them post-purchase, send them offers on your new stock, invite them to brand events, and turn them into long-term fans.

Plus, resale customers tend to be extra valuable. On average, 43% of resale buyers are new to the brand, so you can introduce new products to a broader, fresh audience. These customers are also highly engaged, spending on average 1.9X more on new products than those who haven’t engaged in resale.

3. Demonstrating resale value boosts conversion rates

Demonstrating resale value can transform hesitant browsers into confident buyers. For higher-priced or luxury items, knowing there’s a straightforward, authenticated way to resell later reduces the barrier to purchase.

For example, you can use resale value to aid your abandoned cart emails. By reminding your customers that they can resell the item at a certain price, you can increase the likelihood of a conversion. Similarly, displaying the resale value as a widget on your product page helps to steer customers towards purchasing.

When customers view their purchase as an investment they can resell for value, they’re more likely to proceed with the transaction. This drives higher conversion rates, particularly for premium items, while reinforcing trust in your brand.

Resale: A long-term growth engine for your brand

Incorporating resale doesn’t just boost your bottom line - it strengthens your brand, builds loyalty, and promotes sustainable shopping practices. By introducing resale, you’re not just making a sale - you’re engaging with a loyal customer who’s more likely to return and shop again.

Ready to turn resale into your growth engine? Talk to the team today.