Ikea has launched a pilot program for an online marketplace named 'Ikea Preowned' in Madrid and Oslo, enabling customers to buy and sell second-hand Ikea furniture directly with each other. The platform allows users to upload images and set prices for their used items, supplemented by Ikea’s own product information. Sellers can choose between receiving payment via bank transfer or an Ikea gift card with a 15% bonus. This initiative, running until the end of the year, aims to expand globally and is part of Ikea's broader strategy to promote sustainability and circular business practices by 2030. The marketplace is seen as a competitor to platforms like eBay, Craigslist, and Gumtree.