Purpose Recommerce, the buying and selling of pre-owned goods online, has emerged as a key business model in the US fashion retail sector. With projections indicating that this market could double in size in the next five years, there remains a notable gap in academic literature. This study utilized the Business Model Canvas to explore the core characteristics of current recommerce business models in the fashion industry. Design/methodology/approach An exploratory multiple-case study approach was employed for analysis to observe variations between business models and highlight the fundamental characteristics of different types of business models. Findings The findings underscore the significance of recommerce as a vital element in the shift toward more sustainable and circular economic practices. Key attributes such as value propositions, channels, sustainability efforts, key partners and key activities were identified as crucial factors in the business models. Originality/value This study is among the first to examine the recommerce market in the context of the fashion industry and provides key considerations for retailers seeking to enter the sector.
Johnson et al. (2026) studied this question.