Ingka Group vs Westwing

IKEA Opens Flagship Store on Douyin in China

IKEA, operated by the Ingka Group, has launched an official flagship store on Douyin, China's leading social commerce platform owned by ByteDance. The move offers over 6,500 home furnishing products across 179 categories, with delivery to 301 Chinese cities. This expansion aims to integrate entertainment, inspiration, and direct purchasing, targeting customers during their discovery phase. IKEA views Douyin as a key channel to understand Chinese consumer behavior and to gather insights for its global omnichannel strategy. The store complements existing channels like physical stores, the IKEA website, app, and WeChat. While sales targets were not disclosed, the initiative is part of a broader digital strategy that includes AI-driven customer care and digital planning tools like IKEA Kreativ.

• IKEA launched a flagship store on Douyin, ByteDance's social commerce platform.
• The store offers more than 6,500 products across 179 categories.
• Delivery is available to 301 cities in China.

IKEA to test direct offers to sellers through its second-hand marketplace as the platform expands to the UK and Ireland

Ingka Group, the largest IKEA retailer, is taking the next step in developing the IKEA second-hand marketplace. IKEA will test integrating its Buyback service in...

IKEA Expands Second-Hand Marketplace to Germany in October

IKEA's parent company Ingka Group is expanding its second-hand marketplace to the UK, Ireland, and Germany. The platform, which allows users to buy and sell used IKEA furniture, will launch in Germany on October 14, 2026, marking the ninth market. The marketplace has already attracted 15 million visits and 95,700 product listings across its first six markets. Ingka is also testing integration with its buyback service in Portugal and Spain, where sellers can receive direct offers from IKEA. Additionally, the company is partnering with TippTapp in Portugal and Sweden to facilitate transportation of larger furniture. Used products are priced on average 60% cheaper than new items, and the platform helps IKEA re-engage customers, with 25.5% of users being new or reactivated IKEA Family members.

• IKEA's second-hand marketplace will launch in Germany on October 14, 2026, expanding to the UK and Ireland simultaneously.
• The marketplace has recorded 15 million visits and 95,700 product listings across its first six markets as of August 2026.
• Used IKEA products are priced on average 60% cheaper than comparable new items.

Westwing opens two-floor flagship store in Munich

Westwing, a German home and living e-commerce company, has opened a new flagship store in Munich, Germany, located at Residenzstraße 24. The two-story store spans more than 400 square meters and replaces a previous temporary location near Odeonsplatz. This flagship is the first to implement Westwing's new 'Store Concept 3.0', which emphasizes modular product presentations and clearly defined product categories. The store integrates physical and digital shopping by allowing customers to purchase items in-store and also access the full product range via iPad stations. It also features an expanded design consulting service. Westwing plans to use this Munich location as a testbed to refine the concept and potentially expand further.

• Westwing opened a new flagship store in Munich, Germany, on September 16, 2026.
• The store is located at Residenzstraße 24 and covers over 400 square meters across two floors.
• It replaces a previous temporary store near Odeonsplatz.

Westwing GMV Up 15% in Q2 2026

Westwing reported double-digit growth in the second quarter of 2026: Gross Merchandise Volume (GMV) rose 15% to €127 million and revenue increased 14% to €113 million. Adjusted EBITDA reached €5.4 million but profit margins were pressured by higher transport costs and one-off effects from migrating order and warehouse systems. Free cash flow was negative €9.4 million, primarily due to payouts related to stock option programs, while net liquidity remained at €68 million. Westwing said active customers grew double-digit, it now operates in 26 countries, and it confirmed full-year revenue guidance of €470–495 million with management targeting the upper end of the range.

• Gross Merchandise Volume (GMV) rose 15% year-on-year in Q2 2026 to €127 million.
• Revenue increased 14% year-on-year in Q2 2026 to €113 million.
• Adjusted EBITDA was €5.4 million in Q2 2026, up on the prior year but impacted by macro factors and one-off system migration costs.