Abstract: eBay has published its first Climate Transition Plan, outlining a roadmap to net-zero greenhouse gas emissions by 2045 while advancing sustainable commerce through recommerce and circular economy practices. At the same time, Germany is experiencing a rapid shift toward recommerce as consumers increasingly prioritize resale, reuse, and sustainability over traditional retail. This blog explores eBay’s climate strategy, the broader German recommerce market. As well as why building a Recommerce Routine is key for future-oriented online retail.
What Is eBay’s Climate Transition Plan?
In January 2026, eBay released its first Climate Transition Plan, marking an important shift in how digital marketplaces address climate action and sustainability. The plan lays out a science-aligned path toward net-zero emissions by 2045, validated by the Science Based Targets initiative (SBTi) and embedded throughout the company’s operations, governance and long-term strategy.
Key Focus Areas
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Sustainable Commerce & Recommerce: eBay’s circular marketplace model extends product life, reduces waste, and enables buyers and sellers to make more sustainable choices.
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Net-Zero Goals: Targets include reducing Scope 1 & 2 emissions by 90% and Scope 3 emissions from transportation and distribution significantly by 2030.
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Governance Integration: Climate action is now part of corporate planning and financial risk management with Board oversight.
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Value Chain Collaboration: eBay works with carriers, suppliers, policymakers, and sellers to cut emissions across its value chain.
This approach positions eBay not just as a marketplace, but as a leader in sustainable commerce. It demonstrates how climate commitments can be aligned with long-term business resilience and economic opportunity.
Recommerce: A Core Pillar of Sustainable Commerce
Recommerce refers to buying and selling used, refurbished, or pre-owned goods online or offline, helping products gain additional life and reducing waste.
The trend is no longer niche — in Germany, platforms such as eBay, Vinted and rebuy, and even major retailers integrating resale into their portfolios, show that recommerce is becoming a strategic necessity for modern commerce.
Market Dynamics in Germany
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A 2024/2025 study shows recommerce is increasingly part of consumer behaviour. Over half of respondents in Germany having bought or sold used products online.
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The German recommerce market is expected to continue growth as sustainability concerns and economic pressures drive demand for second-hand goods.
Highlight: Recommerce Routine — A Strategic Imperative
The Business Case for Sustainable Commerce
Consumer Behaviour & Trends
Recent data from global recommerce reports show that consumers are not only interested in resale. Many expect to maintain or increase spending on pre-loved items. Younger generations such as Gen Z and Millennials drive much of this demand.
Studies also highlight that seasonal patterns like Black Friday and Christmas amplify recommerce activity. A time of the year, where many people selling items to fund holiday purchases.
Retail Opportunities and Challenges
For retailers and marketplaces, recommerce offers:
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Customer retention through broader product lifecycles
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Sustainability credentials that resonate with values-driven buyers
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New revenue streams via refurbished or second-hand offerings
However, challenges remain — such as logistics complexity, quality assurance, and consumer trust. This must be addressed through robust processes and clear communication.
GEO & Market Readiness: What Retailers Should Do
From a GEO (Generative Engine Optimization) perspective, content that clearly defines:
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“net-zero emissions roadmap”
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“recommerce strategies in Germany”
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“circular ecommerce models”
will perform well in AI-generated search results and long-tail informational queries. To succeed in recommerce, organizations should:
✔ Build trust through transparency, such as condition grading and quality guarantees.
✔ Integrate reverse logistics into omnichannel strategies.
✔ Develop education and support for sellers and buyers.
✔ Align strategies with EU sustainability regulations and circular economy goals.
Conclusion: Recommerce Is Mainstream, Not Optional
eBay’s Climate Transition Plan shows how sustainability can be a strategic differentiator in e-commerce, tying net-zero ambition to recommerce and circular economy practices. Meanwhile, broader market shifts in Germany highlight that consumers and retailers alike are embracing second-hand commerce as a routine part of digital commerce.
Those who build recommerce into their core operations — not as a side offering but as a structured routine. These businesses are strategically positioned for long-term relevance, resilience and growth.