Gen Z is Fueling the Secondhand Economy, But Trust Remains a Key Unlock for Future Growth, Seel Report Shows

Seel, the agentic post-purchase platform, today published findings from its 2026 Gen Z Shopping Confidence & Loyalty Report showing that Gen Z has become the engine of secondhand commerce, and that building consumer trust is the defining growth lever for the future of retail. Seel's survey of 1,100 U.S. consumers analyzed online purchase behavior over the past 12 months, and the top purchase considerations across age groups. For a copy of the full report, visit: seel.com/blog/gen-z-shopping-report 

The findings arrive at a pivotal moment for resale. The U.S. secondhand apparel market is expected to  reach $78.8 billion by 2030, growing 7.3% annually, with the U.S. market growing nearly four times faster than the broader retail clothing market. 

"Gen Z is already buying secondhand in record numbers,” said Laura Huddle, Chief Revenue Officer of Seel. “But the category's next phase of growth will be won by platforms and retailers that invest in trust. The brands that win customer loyalty long-term aren’t going to be the ones with just the best product selection - they’re going to be the ones that make it easy to come back if a return or exchange needs to be processed.” 

Gen Z Leads Secondhand Shift, But Approximately 60% Have Stopped Shopping with a Brand Following Poor Return Experiences 

Gen Z is buying secondhand at rates that outpace every other generation. 57.4% of Gen Z respondents bought secondhand or resale online in the past 12 months, compared to 52.8% of Millennials and just 26.2% of Gen X. 

As Gen Z's purchasing power continues to grow, that gap has direct implications for where the resale market goes next, and the report found poor return or refund experiences are directly costing brands both conversions and long-term loyalty.

• 61.2% of Gen Z respondents say they have decided not to buy something online because of the return policy and 57.1% of Gen Z respondents say they have stopped shopping with a brand because of a poor return or refund experience
• 54.1% of Millennials say they have stopped shopping with a brand because of a poor return or refund experience, and 58.3% say they have decided not to buy something online because of the return policy.
• 42.4% of Gen X respondents say they have stopped shopping with a brand because of a poor return or refund experience, and 51.7% say they have decided not to buy something online because of the return policy.

Secondhand Purchasing Motivations Are More Practical Than Commonly Assumed

The motivations driving secondhand adoption are consistent across generations: purchases are driven by practicality as much as principle. Among active secondhand buyers of all ages, the top motivations are lower price (54.8%), better value for premium or branded items (39.9%), and positive past experience (38.1%). Environmental or sustainability reasons, while meaningful, rank lower at 27.8%.

Among non-buyers, the top barriers are uncertainty about seller or platform reliability (24.0%), a preference for new items (24.5%), and concerns about product quality or condition (23.2%). The gap between buyers and non-buyers is, in large part, a trust gap, and for platforms that close it, the growth opportunity is significant.

Trust is Made or Lost After Checkout

The report found that building confidence and trust starts with the experience after the sale. For 35% of Gen Z, customer reviews are among the top factors that build confidence in a secondhand purchase, and reviews are only as good as the experiences behind them. That cycle starts with speed. 86.3% of Gen Z respondents expect an issue to be resolved within two to three days or faster, and just 1.1% say longer than a week is acceptable. Across all ages surveyed, consumer electronics, and fashion are the top 2 categories for post-purchase protection demand, with nearly three in four (76.5%) saying checkout protection increases purchase likelihood. 

A brand that delivers on post-purchase earns the reviews that win the next customer. The loop is self-reinforcing, and it makes post-purchase performance not just a customer service metric, but a top-of-funnel growth driver. Platforms that resolve issues quickly and reliably create the conditions for confident first-time buyers, and loyal customers. For platforms competing in resale, that expectation leaves little room for error.

The full 2026 Gen Z Shopping Confidence & Loyalty Report is available at seel.com/blog/gen-z-shopping-report.