UK mobile network builds scalable trade-in capability into core customer journey, supporting omnichannel growth across technology and gaming
EE has repositioned trade-in as a central feature of its marketplace platform, embedding the functionality directly into its purchasing flow and creating a scalable framework designed to underpin its continued expansion into technology and gaming sectors.
The development addresses a growing consumer trend: many households retain unused devices rather than monetising them through trade-in schemes. Against a backdrop of rising living costs and increasing sustainability expectations, EE recognised the opportunity to deliver a unified experience where customers can both upgrade and trade in devices within a single journey.
Rather than layering a separate trade-in service on top of its systems, EE redesigned its infrastructure to make trade-in native to its marketplace environment. This approach reduces friction for customers while providing the business with real-time visibility over volumes, valuations and commission performance across multiple categories.
EE’s digital product and architecture teams identified that trade-in shares structural similarities with product returns, encompassing device collection, logistics coordination and financial reconciliation.
Working alongside Marketplacer, its marketplace platform partner, EE assessed whether existing returns and marketplace processes could be adapted for trade-in. A successful proof of concept demonstrated that the company could manage device catalogues, intake and settlement using current workflows, avoiding costly one-off integrations.
“Once we realised trade-in could follow the same pattern as returns, everything clicked,” said Nagendra Kanakapura, Consumer Tribe Architect at EE. “It gave us a fast, low-risk path forward and allowed us to move with confidence.”
The solution was implemented at pace. An initial core team expanded into more than ten squads operating simultaneously, enabling EE to roll out the feature across both its app and website while retaining strong governance over delivery.
At launch, the trade-in platform supported six device categories, ensuring a consistent digital experience. Customers receive instant quotes during checkout, with the trade-in value automatically deducted from their purchase price, streamlining the upgrade process.
“We saw trade-in as a way to make upgrading easier for customers, while supporting our expansion into new tech categories,” said 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.”
From a commercial perspective, the embedded model provides enhanced data transparency. EE can now track trade-in performance across its product portfolio, supporting informed decisions around inventory management, pricing and customer engagement strategies.
The approach also aligns with environmental objectives by encouraging refurbishment and responsible recycling while recapturing value from unused household technology.
By making trade-in a fundamental marketplace capability rather than an external add-on, EE has established a model that can scale across channels and new product areas. Plans are in place to broaden device coverage and introduce the service into assisted retail environments, strengthening omnichannel integration.
The initiative illustrates how retailers can leverage existing platform architecture to accelerate innovation while reducing implementation risk. By adapting workflows already embedded within its systems, EE delivered a new service without the delays associated with fully bespoke development.
For marketplace operators, the case underscores the importance of flexible system design. Infrastructure originally supporting returns and third-party seller operations has been repurposed to power a consumer-facing trade-in function, enabling faster deployment and sustained operational oversight.
With trade-in now live across digital touchpoints and fully integrated into the purchase journey, EE has reinforced its broader strategic ambitions in technology and gaming. The scalable structure ensures responsiveness as consumer behaviours evolve and additional product categories are introduced.
The model also enhances loyalty potential, as customers engaging in trade-in are demonstrating clear upgrade intent and deeper engagement with EE’s expanding ecosystem.
For further details, read the full EE trade-in case study.
