Why Gen Z Is Shopping Resale First

As Gen Z’s spending power continues to increase, so do their expectations of the brands they support. Affordability, sustainability, and authenticity are no longer nice to have values; they are shaping how this generation makes purchasing decisions. And increasingly, these values are changing where Gen Z shops first. 

Fifty-nine percent of consumers globally say they're likely to purchase secondhand in 2026, and nearly half choose to shop resale first. For brands still treating resale as a sustainability initiative or future consideration, that number should be a wake-up call.

eTail’s survey of 100 retail executives reveals three critical insights about Gen Z shopping behavior, and why resale is not only uniquely positioned to address all three but is also proving to be a brand differentiator.

Three Reasons Resale Attracts and Retains Gen Z Customers

1) Affordability

Price-sensitivity means Gen Z shoppers prioritize deal-seeking

Like Millennials before them, Gen Z shoppers are price-conscious, largely due to the rising cost of essentials like housing and food,but they also put a premium on product quality, durability, and longevity. More than half of the retailers surveyed said that increased price sensitivity and deal-seeking will have a significant impact on their business.

As a result, forward-thinking brands need to position price with stories tied to quality, purpose, or exclusivity. Resale reinforces that value narrative by giving consumers confidence that what they buy today will be worth something tomorrow. Brand-owned resale also creates a lower-cost entry point for younger shoppers who may not yet be able to afford mainline prices, building a pipeline of customers whose loyalty and purchasing power will grow over time.

2) Transparency

Supply chain transparency and sustainability are still top-of-mind

Survey data from eTail shows that 64% of retailers rate sustainability messaging as “very effective” at engaging Gen Z, making it one of the strongest performing strategies in the study. Gen Z customers want to understand product lifecycle information, and nearly half of brands identify this demand for credentials and transparency as an important business factor.

Resale addresses this demand while creating commercial value: it reveals real market demand for your products. According to the 2024 PMG State of Retail Survey, consumers rank quality as the most important factor when purchasing fashion—above price and value. When customers can see what your products sell for secondhand, it validates quality and durability claims in a way marketing can't.

Resale delivers this transparency not as a sustainability initiative, but as a profitable business model that meets environmental expectations—eliminating materials production (retail's largest carbon driver), encouraging durable products, and driving a circular business model.

3) Authenticity

Gen Z consumers want trustworthy messaging

Today's young consumers won't hesitate to walk away from brands that feel insincere, misleading, or performative. Forty-two percent of retailers in the eTail survey said that authentic brand values and social responsibility are critical to Gen Z when deciding where to shop. Claims need real proof backed by action, not just marketing.

Resale is that proof. When a brand launches a revenue-generating resale business, it's betting on quality claims being true. Recommerce only works if products can actually be resold, which requires genuine investment in durable materials and manufacturing. Gen Z shoppers know which brands can stand by their products for years and which deteriorate after a few wears.

Earning trust also means creating the conditions for authentic engagement. New Balance discovered this when an organic customer unboxing video from its Reconsidered program went viral on TikTok, reaching tens of thousands without paid promotion. Gen Z responds to peer recommendations and user-generated content, and resale programs naturally create those moments.

What this means for brands

Gen Z’s preference for secondhand isn’t slowing down, and the brands that act now will capture the advantage. 

Brands need to rethink not only what they sell, but how they show up, communicate, and compete in an increasingly values-driven marketplace. Retailers that don’t think through strategies for catering to Gen Z now risk paying up for customer acquisition down the line, especially in an environment in which the cost of gaining new customers is five times higher than retaining an existing one. 

Archive data shows that 50% of brand-owned resale shoppers are new to the brand, with 2-3x higher lifetime value than mainline-only customers. Resale isn’t just a way to meet Gen Z’s values, it’s one of the most cost-effective customer acquisition channels available.

The question for brands isn’t whether Gen Z will shop secondhand. It’s whether you’ll own that experience, or leave it to third-party marketplaces.

Key Suggestions For Resonating With Gen Z Through Resale

• Position your brand’s durability as a selling point, not a footnote. Customers are on the hunt for products that hold resale value over time. Use resale to reinforce your commitment to quality and durability, and highlight product qualities shoppers are looking for.
• Leverage brand-owned resale as your lowest cost channel for customer acquisition. Archive data shows 50% of resale buyers are new to the brand while keeping customers within your ecosystem.
• Let your customers tell the story. Gen Z trusts peer recommendations over brand messaging. Create the conditions for authentic content through thoughtful resale unboxing experiences, trade-in programs with shareable moments, and loyalty integrations that reward and recognize your community.

Want more?

Download eTail's full report on Gen Z consumer preferences to see the complete data, or contact our team to discuss how Archive helps brands build profitable resale programs that attract and retain Gen Z shoppers.