Jinmao Tell You The Promising Future of the Used Shoes Business in Southeast Asia

Southeast Asia’s used shoe market is emerging as a dynamic and high-potential sector, driven by a confluence of demographic, economic, and technological factors. With a young population obsessed with sneaker culture, a burgeoning middle class seeking affordable quality, and a digital ecosystem that fuels peer-to-peer trade, the region offers substantial opportunities for entrepreneurs and investors. This article examines the growth drivers, market dynamics, challenges, and future trajectory of the used shoe business in Southeast Asia, highlighting why it is poised for sustained expansion in the coming years.
Market Size and Growth Trajectory
The Southeast Asia sneaker resale market, a core segment of the broader used shoe sector, is experiencing robust growth. Valued at $1.613 billion in 2021, it is projected to nearly double by 2033, reaching $2.899 billion with a steady compound annual growth rate (CAGR) of 5.01%. This growth is part of a larger regional trend: the Asia Pacific secondhand goods market hit $47.8 billion in 2025 and is forecast to grow at a 9.1% CAGR until 2035, with sneaker reselling as one of its most visible components. Key markets include Indonesia, the Philippines, Vietnam, Malaysia, and Thailand, each with unique consumer preferences but shared growth drivers. For example, Indonesia’s young population (over 50% under 30) and rising disposable incomes make it a hotbed for used sneaker demand, while Vietnam’s expanding middle class is increasingly embracing secondhand luxury and premium footwear.
Core Growth Drivers
Demographic Dividend and Sneaker Culture: Southeast Asia is home to over 650 million people, with a median age of 30. Gen Z and millennials, who form the majority of consumers, are passionate about sneaker culture—viewing shoes as both fashion statements and status symbols. Limited-edition releases, athlete endorsements, and streetwear trends drive demand for pre-owned premium brands like Nike, Adidas, and Jordan, which are often more affordable than new pairs. In the Philippines, for instance, used basketball shoes from these brands sell at 40-60% off retail prices, appealing to budget-conscious sports enthusiasts.
Economic Factors and Value Sensitivity: The region’s growing middle class seeks quality products at accessible prices. Used shoes offer an attractive value proposition, allowing consumers to own branded footwear without the premium cost of new items. Economic uncertainties and rising living costs further boost the appeal of secondhand goods as a cost-effective alternative. Additionally, the circular economy trend—fueled by environmental awareness—positions used shoes as sustainable choices, aligning with younger consumers’ values.
Digital Transformation and E-commerce: Southeast Asia’s digital infrastructure has expanded rapidly, with high internet penetration and widespread adoption of mobile devices. E-commerce platforms like Shopee, Lazada, Carousell, and Facebook Marketplace dominate the used shoe trade, enabling peer-to-peer transactions and reaching a broad audience. Live-selling on TikTok and Facebook Live has become a game-changer, allowing sellers to showcase products in real time, answer questions, and build trust with buyers. Mobile payment systems like GCash (Philippines) and Momo (Vietnam) streamline transactions, while reliable courier services (J&T Express, GrabExpress) ensure efficient delivery.
Key Challenges and Mitigation Strategies
While the market potential is significant, several
The future of the used shoe business in Southeast Asia looks bright, with several trends shaping its growth:
Niche Market Expansion: Beyond sneakers, demand for used casual, formal, and outdoor shoes is rising. Niche segments like vintage sneakers for collectors or durable work boots for laborers offer untapped potential.
Brand Partnerships: Collaborations between used shoe platforms and brands could drive growth, with initiatives like certified pre-owned programs enhancing credibility and expanding customer bases.
Sustainability Integration: As environmental concerns grow, businesses that emphasize eco-friendly practices (e.g., shoe repair, recycling) will gain a competitive edge.
Cross-Border Trade: Regional integration (e.g., ASEAN Free Trade Area) and improved logistics will facilitate cross-border sales, allowing businesses to access larger markets and diversify their customer base.
Conclusion
The used shoe business in Southeast Asia is at an inflection point, with strong growth drivers and expanding opportunities. By leveraging demographic trends, digital platforms, and consumer value preferences, entrepreneurs can tap into a market poised for long-term expansion. Success will depend on addressing challenges like counterfeiting and regulatory compliance while building trust through transparency and quality assurance. As the region’s middle class grows and digital adoption deepens, the used shoe sector is set to become a significant contributor to Southeast Asia’s circular economy and retail landscape.