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/ Jemaine Jacobs
IKEA

IKEA's Preowned Marketplace

Company: IKEA (external)

Role: Lead Product Designer

Goal: Create a white label Marketplace platform

Platforms: Mobile Apps, CMS

Team: C-Level Product Strategy team, Development Team

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Objective

The existing IKEA Preowned Marketplace allows customers to buy and sell lightly used IKEA products through an interface that feels just like Ikea’s regular site.

However, the current platform lacks the scalability and functionality needed for a full market rollout, limiting its effectiveness in supporting IKEA’s broader sustainability and circular economy goals.

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Platform Requirements

To replace the Preowned website that’s currently live, IKEA needed a full-force concept that contains everything you need to become a powerful marketplace:

  • Serves both buyers & sellers

  • Chat functionality

  • User Dashboard

  • Data Dashboard to track conversion

  • CMS to track orders

  • Integration for external payment provider

  • CRM for customer retention and activation

  • Custom branding & UI

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The Screens

Homepage

The personalized homepage kicks off with the iconic Swedish “Hej!” followed by the user’s name, creating a warm and friendly vibe.


With a clear “Sell” call-to-action alongside featured listings, it’s instantly clear to users that the platform is for both buying and selling.

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Highlighted personalised collections keep the homepage fresh and engaging, encouraging users to come back and explore more.

 

On top of that, IKEA’s visual assets can be combined with its iconic brand identity to give the entire platform that unmistakable IKEA feel.

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Creating an ad

Quickly create a listing in just 2 minutes and use the IKEA AI Assistant to fill in all the details even faster. The AI uses the title and photos to pull info like brand, colour, material, category, and condition.

Tweak the ad however you like and put it online right away.

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Product Detail Page

Browse real user photos, read all about the item and its condition, and save your favourites for later.

Go for convenience with a courier, or choose the eco-friendly option and pick it up yourself from the seller. There’s a solution for every budget.

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Hassle-free shopping

From a KALLAX to a BILLY, you’ll find it all through the easy-to-browse categories.
Save your search and get notified when something that matches pops up.

Pick your favourite payment method and enjoy a safe transaction every time, with Stripe as the trusted middleman.

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​Result

With over 6 years of experience building a secondhand marketplace, handling all the operational and technical challenges, we’ve created a solid White Label platform.

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Thanks to the tech behind Whoppah, we can now easily offer a super effective system for any brand or organisation.

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