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London, UK, February ninth, 2026, FinanceWire
EE, one of many UK’s largest cellular networks, has redesigned its trade-in expertise to help its enlargement past cellular into broader know-how and gaming classes, launching a totally built-in, in-journey answer throughout its app and web site.
As EE broadened its providing, trade-in emerged as a strategic alternative to assist prospects improve extra simply whereas unlocking worth from units they already personal. However, the corporate’s earlier trade-in mannequin was fragmented, onerous to scale, and disconnected from the principle buy course of.
By rethinking trade-in as a unified market function, EE has created a seamless expertise that hyperlinks trade-in on to the acquisition level, whereas lowering supply dangers and constructing a scalable base for future development.
“We saw trade-in as a way to make upgrading easier for customers, while supporting our expansion into new tech categories,” stated Daniel Boulton, Digital Product Manager at EE. “To do that, we needed a solution that could scale quickly and integrate directly into the customer journey.”
Turning Trade-In right into a Growth Lever
EE’s transfer comes amid rising demand for trade-in, pushed by cost-conscious shoppers and rising curiosity in sustainability. Research confirmed that greater than half of shoppers had unused units at residence, but many had by no means thought-about buying and selling them in — highlighting a big alternative to cut back friction when upgrading.
At the identical time, few retailers supplied a easy method to buy new know-how and obtain trade-in worth inside a single, trusted journey. EE recognized this hole because it expanded into further system classes past cellular.
Reusing Marketplace Capabilities to Move Faster
Rather than constructing a bespoke answer from scratch, EE recognized a key perception: trade-in follows the same operational sample to product returns, involving system consumption, logistics, and worth reconciliation.
Building on its current market infrastructure with Marketplacer, EE examined whether or not established market and returns workflows could possibly be tailored to help trade-in. A proof of idea validated the method, enabling EE to handle system catalogues, consumption, and settlement with out complicated, one-off integrations.
“Once we realised trade-in could follow the same pattern as returns, everything clicked,” stated Nagendra Kanakapura, Consumer Tribe Architect at EE. “It gave us a fast, low-risk path forward and allowed us to move with confidence.”
From Concept to Launch
EE labored throughout a number of inside groups, its trade-in accomplice, and Marketplacer to ship the brand new expertise. What started as a small core workforce scaled to greater than ten squads working in parallel, enabling quicker supply whereas sustaining management.
The answer launched concurrently throughout the EE app and web site, supporting six system classes from day one and delivering a constant, end-to-end trade-in journey throughout channels.
Results and Impact
The new trade-in expertise has delivered measurable advantages for each prospects and the enterprise.
For prospects, trade-in is now embedded straight into the buying journey, lowering friction and rising confidence when upgrading units. For EE, the mannequin gives full visibility into trade-in volumes, values, and commissions, whereas making a scalable platform aligned with its wider tech and gaming technique.
The method additionally helps sustainability targets by rising the refurbishment and accountable recycling of units and recovering worth from unused family know-how.
Looking Ahead
With trade-in now reside throughout digital channels, EE plans to increase into further system classes and lengthen the expertise into assisted retail environments. By treating trade-in as a core market functionality reasonably than a standalone service, EE has created a versatile basis to help evolving buyer expectations.
For additional particulars, learn the total EE trade-in case research.
About EE
EE is without doubt one of the UK’s largest cellular networks, serving thousands and thousands of consumers with cellular, broadband, and TV providers. Since 2010, EE has centered on delivering linked experiences that assist prospects get extra worth from their know-how — whether or not upgrading, buying new units, or buying and selling in objects they not use.
ee.co.uk
About Marketplacer
Marketplacer is a world SaaS platform that helps companies construct and scale on-line marketplaces at pace. With instruments for drop-shipping, vendor onboarding, and third-party vary enlargement, Marketplacer permits development with out stock. Over 100 marketplaces and 13,000+ companies belief Marketplacer to energy their subsequent stage of eCommerce.
marketplacer.com
Kate Packman
press@marketplacer.com
This web page was created programmatically, to learn the article in its authentic location you may go to the hyperlink bellow:
https://markets.businessinsider.com/news/currencies/ee-reimagines-trade-in-to-support-expansion-into-tech-and-gaming-1035801164
and if you wish to take away this text from our website please contact us
This web page was created programmatically, to learn the article in its unique location you…
This web page was created programmatically, to learn the article in its unique location you'll…
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This web page was created programmatically, to learn the article in its authentic location you…
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