Jiji has seen a significant rise in demand for pre-owned goods. Search results in Q1 2026 showed a 70% increase in used-item searches versus the same period in 2025. This represents over 14.7 million unique searches in Q1 alone. Thus, reflecting a sustained shift in consumer purchasing behaviour.
This growth outpaces interest in new items, signalling a structural change in how consumers approach value, affordability, and utility in their purchasing decisions.
Across categories such as electronics, vehicles, and home essentials, buyers are increasingly prioritizing functionality and cost-effectiveness. This shift comes amid continued pressure on household budgets. According to the Kenya National Bureau of Statistics, inflation has remained between 3–5% through 2025 and into early 2026. Food, transport, and housing have become the primary drivers of household expenditure growth.
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The trend also shows a bigger shift toward circular commerce. More people are choosing pre-loved goods as their first option rather than just a backup. This reflects global trends in which affordability and sustainability are becoming increasingly important. According to the World Bank, rising living costs and constrained household incomes across emerging markets are accelerating demand for lower-cost alternatives. Consumers are adjusting their spending behaviour in response to ongoing economic pressures.
Speaking on the findings, Maxim Makarchuk, COO, Jiji Africa, said:
“Kenya has historically been a second-hand driven market, with pre-owned goods forming a critical layer of everyday trade. What’s emerging now is accelerated growth within this segment, underpinned by a more discerning and economically aware consumer base. At Jiji, we’re making this ecosystem more efficient and accessible. We’re connecting buyers and sellers more seamlessly and helping unlock more value from goods already in circulation across the country.”
– Maxim Makarchuk, COO, Jiji Africa
In the Cars category, buyers cite affordability and the ability to physically inspect vehicles before purchase as key drivers of confidence in their decision-making.
