Samsung’s Trade-In Programs Boost Re-Newed Galaxy Sales

While the global pre-owned smartphone market saw growth in H1 2025, the story was different from one region to another. Mature markets like the United States, Europe, and Japan saw small change, while emerging regions such as Africa, India, and Southeast Asia reported stronger growth. Samsung’s Certified Re-Newed smartphones performed well (in terms of sales) in some markets thanks to its attractive trade-in programs.

Samsung’s performance in the global pre-owned smartphone market in H1 2025

Counterpoint Research recently shared the market performance of the pre-owned smartphone sales in the first half of 2025. Africa reported the strongest growth, with a 6% YoY increase. Samsung’s performance in the region remained solid (4% YoY). The company allowed users to score up to 50% trade-in value on the Re-Newed Galaxy S and Z series devices.

In India, the market grew 5% YoY in H1 2025, with Samsung leading the segment, even though its growth dropped to 1% YoY. The company’s refurbished Galaxy S22 and S23 series sold well during that period. Likewise, in Southeast Asia (5% YoY), Samsung saw a decline of 3% YoY despite its trade-in programs, partnerships with Laku6 (Carousell Group), and focus on after-sales engagement.

Speaking of mature markets, the pre-owned smartphone market in the USA remained volatile in H1 2025. Due to the possible policy changes, retailers and OEMs kept large stocks of spare parts. They also expand buy-back programs while working with value chain partners for clearing out stocks quickly.

In Europe, OEMs faced some challenges with profitability due to increasing operational costs and tighter regulations. Furthermore, uncertainty over tariffs from the US policies also dampened secondary smartphone activity. Meanwhile, in Japan, people became more familiar with certified pre-owned devices sold by carriers like NTT Docomo and SoftBank.

While Counterpoint Research didn’t share Samsung’s performance in the mature markets, it said that Apple’s iPhone 12 and 13 series dominated this space. The firm expects the refurbished Galaxy S series to perform well in select markets, such as the USA, in the coming months.