How we did it

The calculation of the climate savings from Schibsted’s eight participating marketplaces have been developed in close collaboration with IVL The Swedish Environmental Research Institute. By collecting and processing the 2016 sales numbers from the marketplaces, and processing customer surveys together with total energy consumption for the eight marketplaces whole operations we have been able to extract the result.

The work has been conducted with a fundamental question as the starting point:
How much pollution can potentially be saved annually through secondhand trade, if each secondhand product replaces the production of a new one?


The method of calculating the potential climate benefit of secondhand trade is based on the assumption that each sold used product replaces the production of a new, equivalent product and the waste management of the product. This means that if someone is buying a used dining table on one of Schibsted’s sites, rather than buying a new one, there’s no need for producing a new table and a used table does not need to be disposed of.

The study is thus based on two fundamental assumptions:
• Whoever purchases a used item refrains from buying the corresponding new product and the emissions associated with new production are avoided.
• Each sold used item doesn’t have to be disposed of and the emissions associated with the waste management are avoided.

This is a simplification of reality and corresponds to a ”best case” scenario in order to demonstrate the potential climate benefit compared to no recycling whatsoever.


The product categories included in the calculation of climate benefit have been selected based on the criteria that they; 1) represent a large part of each site’s total volume of private ads, 2) include products that are reasonably similar, so that the material partition and its climate data are representative of the entire category.

Only private individuals’ ads have been taken into account. Moreover, advertising of pets, services, concert tickets, travels, and accommodation has been excluded since they do not involve the recycling of material goods.

In total, the study covers approximately 50 percent of all private ads on the eight participating Schibsted sites. The limitation is set according to available climate data and the ability to appreciate the materials that the average product is made of.

The calculations are based on the ads that lead to sales.