Historic First for Swappie as it Achieves Full-Year EBITDA Profitability in 2025

Swappie, Europe’s leading online destination for high-quality refurbished electronics, has announced that it has achieved EBITDA profitability of €2.5 million for the full year 2025. This milestone marks a significant turning point in Swappie’s journey to build a viable, long-term business that is good for both customers and the environment. While the company remained profitable across Europe, locally Swappie’s profit in Ireland saw a significant growth of more than 350% YoY.

Full-Year EBITDA Profitability

The company’s profitability reflects disciplined execution, improved unit economics, and a clear shift in consumer behaviour. In 2025, Swappie sold close to 650,000 refurbished devices, with a noticeable increase in average order value signalling that consumers are not only choosing refurbished more often, but are also increasingly willing to spend more on high-quality refurbished devices.

This trend highlights a broader mindset shift: consumers now view refurbished devices as a reliable and trusted alternative to new, combining affordability with quality and sustainability.

“Reaching full-year EBITDA profitability is not just a financial milestone. It proves that circular business models can scale profitably,” said Jussi Lystimäki, CEO of Swappie. “Consumers are choosing refurbished when it’s affordable, trustworthy, and high quality. That’s exactly what we aim to deliver and we’ll continue expanding into new categories to meet that demand.”

Building a Trusted Consumer Supply Engine

Swappie’s growing Consumer-to-Business (C2B) operations played a pivotal role in strengthening its circular supply chain in 2025, as consumer awareness around both the financial and environmental value of used electronics continues to rise.

This shift is also reflected at a broader European level. According to Eurostat1 more than half (51%) of Europeans still keep their old smartphones at home, while only 18% sell or give them away and just 11% recycle them. This highlights a significant untapped opportunity to bring millions of unused devices back into circulation.

Against this backdrop, Swappie is seeing a clear behavioural change. In 2025, the company’s online selling webpage reported a +12% year-on-year growth compared to 2024 and over +23% growth compared to 2023 in sell-back queries. This growing interest in checking the value of old devices signals a shift from passive ownership, keeping devices in drawers to actively recognising their resale value and reusability.

At the same time, almost a quarter of a million people sold their phones to Swappie in 2025. This momentum underscores rising consumer trust in Swappie’s transparent diagnostics, fair pricing, and fast payouts. It also reflects a broader transition toward circular consumption, where consumers are increasingly motivated not just by sustainability, but by convenience and financial return.

Localised Consumer Behaviour in Ireland

While the broader European trend shows that over half of consumers (51%) keep old smartphones at home, local data reveals important differences across Swappie’s core markets highlighting both challenges and opportunities for circularity. In Ireland, it’s reported that over 69% of Irish consumers are keeping old phones at home, the highest proportion in the EU. 15% are sold or given away, and a further 9% are recycled.

Strong Momentum in Ireland

Swappie has seen continued commercial momentum in Ireland. Year on year, returning customers grew by more than 9%, and average order value grew by 5%, signalling a growing level of consumer trust in the refurbished electronics category, solidifying refurbished tech as not just a “cheaper option,” but as a true alternative to brand-new devices.

On the consumer-to-business side, Irish customers selling their old phones to Swappie rose by 11% year-on-year, reflective of growing confidence in Swappie’s secure and reliable sales process.

Scaling into New Categories: iPhones and beyond

Last year, Swappie expanded beyond iPhones by launching refurbished iPads, tapping into broader consumer appetite for affordable, sustainable electronics. In 2026, the company is introducing more refurbished categories, starting with AirPods, providing customers with a broader range of high?quality refurbished products with the same trust and reliability which they adhere to Swappie.

Swappie’s 2025 performance underlines its readiness to scale with purpose, combining operational excellence, sustainability, and consumer-first innovation. The company remains committed to making refurbished electronics a mainstream choice for consumers combining sustainability with quality, value, and trust.

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