Electronics, vehicles and household items attracting highest interest New data from online marketplace Jiji shows searches for used goods jumped 70 per cent in the first quarter of 2026 /AI GENERATED A growing number of Kenyans are abandoning the allure of brand-new products and turning to second-hand goods as tight household budgets force families to stretch every shilling.
Whether it is a used laptop for school, a refurbished smartphone, a second-hand sofa or a pre-owned car, consumers are increasingly opting for cheaper alternatives as the cost of everyday living continues to eat into disposable incomes. New data from online marketplace Jiji shows searches for used goods jumped 70 per cent in the first quarter of 2026 compared with the same period last year, painting a picture of how economic pressure is reshaping spending habits.
The platform recorded more than 14.7 million unique searches for pre-owned products between January and March, with electronics, vehicles and household items attracting the highest interest. The surge suggests that for many households, buying second-hand is no longer driven by preference but by necessity.
“Kenya has historically been a second-hand driven market, but what we're seeing now is accelerated growth within this segment, underpinned by a more economically aware consumer. We're making this ecosystem more efficient by connecting buyers and sellers and helping unlock value from goods already in circulation," said Jiji Africa chief operating officer, Maxim Makarchuk.
The findings offer fresh evidence of the strain facing consumers even as headline inflation also continues to strain households. This has seen families continue to spend a larger share of their income on essentials such as food, transport, rent and school-related expenses, leaving less money for discretionary purchases.
As a result, many shoppers are choosing to own quality products they could not otherwise afford if bought new. According to data by the marketplace, the trend is especially visible in electronics, where buyers are increasingly searching for used laptops, smartphones and televisions that offer better specifications at a fraction of the retail price.