2026 rank
Back Market, rank 31
- Rival 50 Score
- 3.58
- Differentiation
- 4.0
- Relevance
- 4.0
- Talkability
- 4.33
About Back Market
Back Market is a French online marketplace for refurbished consumer electronics, founded in 2014, that offers secondhand devices as a mainstream alternative to buying new.
Why it’s a challenger
Consumer electronics marketing treats new as always better and refurbished as second best. Instead of apologizing for being secondhand, the company built a brand voice and campaign system, including its “Uninvent” ads mocking planned obsolescence, that makes buying new look like the questionable choice. It closed 2025 with €3.5 billion in gross merchandise value, up 32% on the prior year.
This brand is in the Rival 50 2026 list. The report’s deep dives cover 14 of the top 20.
Reviewers’ view
Reviewers credited Back Market’s stance against buying new, presented in a way that feels cool and forward-thinking, along with different, memorable campaigns that smartly lean on eco-longevity. Consistent color patterns tie its advertising and activations together.