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Author's profile photo Santhosini K

The Sustainable Pathway to a Circular Economy – Hybrid C2C(Consumer to Consumer) Model


When it comes to parting with our beloved possessions, we experience a profound sense of fulfilment in giving them a new life by donating them to those in need. It is a beautiful act that resonates deeply with us to make a positive impact. However, when we shift our focus to the realm of purchasing, a different narrative often unfolds. We find ourselves attracted by the glossy allure of  brand-new items, disregarding the vast and diverse world of pre-owned treasures that await our exploration.

It is time for a transformative shift in our thinking. We must recognize the untapped potential and environmental benefits of embracing pre-owned items as a powerful and sustainable choice.

To increase the utilization of pre-owned items, a fundamental shift in mindset is paramount. I would like to draw inspiration from the success of our workplace “Circular Swap Event”- The one we proudly organized within our office team. This event made us to rethink the conventional norms of consumption. We began to realize that the joy of acquiring new things need not be limited to brand-new purchases alone.

To fully embrace the adoption of pre-owned items, a fundamental shift in mindset is crucial. However, we must also have suitable platforms that facilitate the buying and selling of these items.

In this blog, we will explore the fashion industry and talk about the various avenues available today, such as platforms like Poshmark – a pure C2C(Consumer to Consumer) marketplace and initiatives by brands like Patagonia – a B2C( Business to Consumer) approach , while also looking into a unique model that combines the best of both worlds.

Pure C2C ( Consumer to Consumer) Model

The current landscape offers several avenues for individuals to participate in the recommerce movement. Many C2C platforms have emerged as vibrant marketplaces where consumers can buy and sell pre-owned goods. However, with a pure C2C model approach, certain drawbacks need to be acknowledged.

Lack of Trust and Authenticity

  • In the absence of a standardized verification process, trust and authenticity become concerns in pure C2C models like Poshmark.
  • The authenticity of the products is not verified, and buyers have to rely on the information provided by the sellers, which can vary in accuracy and transparency.
  • Pricing lacks standardization, often varying significantly among sellers, leading to confusion and potential discrepancies in value.

The B2C ( Business to Consumer) Approach

Similarly,a few luxury fashion brands have embraced recommerce by allowing customers to trade in their used items. While this approach follows a B2C model and addresses trust and authenticity concerns to some extent, it introduces additional challenges.

Resource-Intensive Processes

  • Adopting a B2C recommerce model requires brands to invest in additional resources, such as inventory management, refurbishing facilities, and warehouse space.
  • The process involves significant financial investments and increased operational complexities, including the need for dedicated staff to manage the inventory and refurbishing operations.
  • Managing unsold second-hand inventory becomes a critical aspect, as it requires effective strategies to prevent waste and maximize the utilization of pre-owned items.

The New Hybrid C2C( Consumer to Consumer) Model

To address the limitations of existing approaches, an innovative model emerges that combines the strengths of C2C and B2C. Imagine a brand’s website where customers can select from their own purchase history and post items for resale directly. Here, authenticity is assured, as the brand’s existing relationship with customers adds a layer of trust. To calculate a fair price, a unique algorithm considers various factors, such as the product’s age, original price, questionnaire responses, and the pickup location. On the other hand unlike the B2C way , the hybrid model incorporates a more sustainable process.

Enhanced Trust and Authenticity: Customers can resell items directly on the brand’s website, ensuring trust and authenticity. Reliable payment options provide a secure transaction experience.

Streamlined Resale Process: Seller uploads product details and photographs on the brand’s website. Unique pricing algorithm calculates fair resale prices.

Authenticity Verification and Efficient Logistics: Trained personnel verify product authenticity during pickup. Direct pickup and delivery process ensures efficiency.

Reduced Carbon Footprint: Elimination of inventory management, warehousing, and photoshoots reduces carbon footprint.

Our hybrid C2C model offers unique features and advantages that enhances the recommerce experience. With direct customer interaction, streamlined processes, and enhanced scalability, we bring efficiency, trust, and sustainability to the forefront of fashion recommerce.

Unique Features

Direct Interaction: Customers can engage directly with each other, fostering a sense of community and enhancing the shopping experience.

Speed and Efficiency: The recommerce process is streamlined, allowing quick posting and direct purchases, eliminating delays.

No Extensive Refurbishment: Pre-owned items can be sold without the need for extensive refurbishment or waiting in a warehouse, resulting in faster transactions.

Scalability: The model facilitates scalability, enabling brands to handle larger volumes of recommerce transactions without significant investments in infrastructure.

Cost-effectiveness: By leveraging purchase history and eliminating the need for additional resources, costs associated with inventory management, refurbishment, and photoshoots are reduced.

Elimination of Unsold Goods: Direct transactions between customers minimize the challenge of managing unsold goods, reducing the risk of financial losses.

With these advantages, our hybrid C2C model offers a sustainable and efficient approach to recommerce in the fashion industry.


Let us continue to celebrate pre-owned possessions, knowing that with each exchange, we are not only reducing waste but also fostering a sense of community and shared responsibility.

The options available today, including marketplaces and brand initiatives, have their own merits but also face limitations. However, with the introduction of an innovative model that combines C2C convenience and B2C quality assurance, we can overcome these challenges.

By encouraging a shift in mindset and leveraging technology, we empower individuals to embrace pre-owned items, reduce waste, and contribute to a circular economy.

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      Author's profile photo Bruno Willequet
      Bruno Willequet

      the European equivalent for Poshmark is Vinted 👍

      Question is how should businesses react on this market trend? Could producers have there own profile and sell refurbished garments?

      Author's profile photo Santhosini K
      Santhosini K
      Blog Post Author

      The Producers should allow their customers to find new owners for their possessions from the respective producer, through their platform & Infrastructure

      Author's profile photo Preeti Sharda Sharma
      Preeti Sharda Sharma

      Great insights Santhosini. C2C business model can operate via e-commerce websites, social media sites, online auctions or even money transfer platforms. Future of Recommerce is indeed here!!