How much you save by buying a refurbished iPhone (or iPad).

Refurbished phones are no longer just the cheap alternative to new smartphones and are becoming a more mature consumer choice, in which convenience, quality and sustainability are starting to have equal weight. This is the trajectory indicated by Jussi Lystimäki, Global CEO of Swappie, a European platform specialized in the sale of refurbished electronic devices, after 2025 closed for the first time with a positive ebitda of 2.5 million euros.

In 2025, Swappie, founded in 2016, sold approximately 650 thousand devices and recorded an increase in the average value of orders, a sign of growing consumer confidence in higher-end refurbished products. A change which, according to Lystimäki, can only be consolidated if the entire industry continues to keep the promise of quality.

Swappie closes 2025 with a positive EBITDA of 2.5 million euros: is this a turning point for the company or the beginning of a new phase of more disciplined growth?

2025 certainly represented the demonstration that a circular business model can be not only sustainable, but also profitable and scalable. At the same time, we consider this important milestone the beginning of a new phase: more disciplined and structured growth, based on operational solidity, attention to unit economics and long-term value creation for consumers and the environment.

What was more important in achieving profitability: the increase in volumes, the improvement in operational efficiency, the average order value or the increased consumer confidence in refurbished products?

This achievement is the result of a combination of factors. We have certainly benefited from improved unit economics and greater discipline in operations. But a key element was the evolution of demand: in 2025 we not only sold around 650,000 devices, but we also saw an increase in the average order value. This means that consumers have more and more trust in the world of refurbished products and are therefore willing to invest in high-quality devices.

How far is refurbished still from becoming a truly mainstream choice in the European smartphone market and that refurbished is no longer perceived only as a cheap alternative to new?

Our mission has always been precisely this: to make refurbished products a mainstream choice. The results we achieved in 2025 reassure us but there is certainly still a long way to go. The most significant change is qualitative: refurbished products are no longer seen only as an economic alternative, but as a reliable choice capable of combining convenience, quality and sustainability. It is a structural change in consumption habits, and for us it is the most important signal. However, there is an important aspect to keep in mind, this growth is due to consumer confidence in refurbished products which comes from the maintenance of the promise of quality by all the players in the industry. Only by delivering on this promise can the industry continue to grow and become truly mainstream.

In Europe, over half of consumers still keep their old smartphones at home. What is the main obstacle that prevents people from reselling or putting their devices back into circulation?

Based on what emerges from our analyses, there is a component linked to the awareness and simplicity of the process; many consumers do not fully understand the economic value of their device or find it difficult to resell it. Over half of Europeans still keep old smartphones at home and only a minority decide to resell or recycle them. Our goal is precisely to transform this “passive possession” into active participation in the circular economy, offering a simple, transparent and reliable experience. Looking more specifically at the behavior of Italians, however, it is the emotional component that imposes itself: one in three Italians declares that they feel a real emotional connection with their smartphone, which for 70% of the population represents an ally against boredom and for 56% even to combat loneliness. This emotional bond means that, when changing phones, the old device almost always remains in the drawer. In particular, 77% of Italians keep old devices for “security”, for fear of losing information, or even out of nostalgia. Almost 2 in 5 Italians admit that they feel uncomfortable at the idea of ​​parting with them, and 1 in 5 keep them out of affection.

Italy recorded profitability growth of 98% year-on-year. What characteristics make the Italian market so promising?

Italy is an extremely interesting market for us, as well as very important in terms of business. In 2025 we saw profitability growth of 98% year-on-year, a sign of very strong demand. On the one hand there is great sensitivity to value and convenience, on the other the strong connection with the smartphone emerges, which for many Italians is a central personal object in daily life. This makes it even more important to offer quality and reliability, fundamental pillars of our proposal that have allowed us to stand out from the competition in this market.

Refurbishing is often presented as a sustainable choice. What is, concretely, the environmental impact of extending the life of a smartphone compared to purchasing a new device?

The impact is very concrete. The production phase of a smartphone is the one that generates the majority of emissions and resource consumption. Extending their life, through reconditioning, means significantly reducing the environmental footprint: fewer raw materials extracted, fewer emissions and less electronic waste. It is a tangible contribution to a more sustainable consumption model. The impact of Swappie’s model is very concrete: up to 2024 it has convinced over 2 million European customers by avoiding over 123,000 tons of CO₂ — the equivalent of seven thousand trees grown in ten years.

What is the average saving for a family that chooses a refurbished device over a new one, while maintaining high quality standards?

There is no single answer, because the savings depend a lot on the model, the year of release and the condition of the device. What we can say with certainty is that our refurbished products offer a significant economic advantage without compromising on quality, thanks to very rigorous control and certification processes. To give a concrete example, on more recent models that are directly comparable with the new one, such as an iPhone 15, today we can talk about an average saving of around 30–35%: we are talking about around 600 euros on the new market versus around 400 euros on Swappie. But the true value of refurbished products goes beyond simple comparison with new ones. It also allows you to access models that are no longer available on the market, at extremely competitive prices. Let’s think about an iPhone 13, launched in 2021 at 939 euros: today on Swappie it can be found around 249 euros. It is a saving of around 690 euros, not directly comparable with today’s new ones, but it represents a very concrete response to the issue of technological obsolescence. In summary, the savings can vary approximately from 30% to even over 70%, but the real benefit for families is being able to choose more flexibly, accessing high quality devices at a much more sustainable price.

How do you respond to those who fear that a refurbished device is less reliable, less safe or less durable than a new one? What technical checks and what guarantees distinguish a high-quality refurbished product from a simple used one?

For us, reliability and safety are priority and fundamental issues. A high-quality refurbished device is very different from a simple used one. In our case, each device is subjected to rigorous technical tests and standardized processes before being put on sale; Our refurbishment process involves several stages in which non-compliant components are replaced. Added to this are clear guarantees and transparent policies. It is precisely this level of control and reliability that makes the difference and actively contributes to changing the perception that consumers have of refurbished products.

In 2025 you expanded the offer to iPads and in 2026 you will also focus on AirPods, already available in Italy since March. Entering new categories brings different challenges in terms of quality control, batteries and product hygiene. How do you manage these aspects, especially for devices like AirPods?

Opening up to new categories represents a natural evolution for us, which will extend further in the coming months, but which at the same time requires even more specific procedures and standards. In 2025 we introduced iPads and in 2026 we are further expanding the offer with AirPods, already available in Italy since March. For these products, especially regarding hygiene and batteries, we have developed dedicated processes to guarantee quality, safety and reliability. The goal is to replicate the same level of trust that we have built on smartphones on these new categories.

What role can European regulation, right to repair and circular economy have in the development of your business model?

European regulation plays a decisive role for businesses like ours. Initiatives such as, for example, the right to repair or circular economy policies go in the direction of encouraging models like ours. A regulatory context that encourages reuse and repair can further accelerate the diffusion of refurbished products, making it an increasingly common choice for consumers, incentivized to adopt sustainable purchasing behavior at both an environmental and economic level.

Looking to 2026, what are the key objectives: volume growth, new categories, new markets, higher profitability or greater measurable environmental impact?

For 2026 we have ambitious goals on several fronts. We will continue to grow both in terms of volumes and by expanding the offering to new product categories. At the same time, we want to consolidate profitability and further strengthen consumer confidence. Our mission remains clear: to make refurbished technology an increasingly mainstream choice, combining quality, convenience and sustainability.