Vodafone Ireland, the leading communications partner to Irish consumers and businesses, today reported a sharp 76% increase in its device trade ins in June, compared to June 2024.
Publishing the data today, Vodafone Ireland reported a ‘record month’ with more customers than ever trading in their old devices and its ‘best week ever’ – one in three customers buying a new handset traded in their old device during the last week of June, demonstrating a growing shift toward responsible tech ownership and more sustainable choices.
Devices are traded in to be recycled, refurbished and reused, while the average trade-in value currently received by customers is €150* per transaction. As a responsible communications partner, the Trade In service is part of Vodafone Ireland’s commitment to sustainability and supporting consumers to make sustainable choices.
Driving Affordability
The Trade-In service allows customers to release the residual value of their devices, which they can then use to reduce the price of a new device, gain store credit to purchase accessories, or opt for the price to come straight off their bill.
This service, pioneered by Vodafone Ireland – another Vodafone first – and launched in 2022, is available to consumers across Vodafone’s 80 retail stores nationwide, with all reporting strong uptake of the initiative. To date, Irish consumers have saved over €8 million through this e-waste service.
This initiative was established to address the increasing challenge of e-waste in Ireland. A recent study estimated that there are 7.3 million unused smartphones** in Irish households, demonstrating the opportunity for trade-in options to see these devices responsibly reused, recycled or repurposed rather than going to waste.
Trade-In
Consumers can trade in their phones, tablets, iPads and smart watches while Vodafone Ireland also accepts devices for responsible recycling, including laptops.
The service offers an effective and tangible solution to Ireland’s e-waste challenge, with every device traded in first securely wiped of data, and then either refurbished for reuse or responsibly recycled — with 0% sent to landfill.
This circular approach prevents valuable materials from going to waste and reduces the carbon footprint associated with manufacturing new devices. By making trade-ins simple and rewarding for Irish consumers, Vodafone Ireland is driving greater consumer participation in the shift towards sustainable and responsible tech ownership.
Earlier this month, Vodafone Ireland was named Best Mobile Operator for the 10th consecutive year by independent benchmarking organisation umlaut, achieving a record-breaking score. The recognition highlights Vodafone’s €500 million five-year investment in network and its role as the connectivity partner to 60% of Irish businesses.
Commenting today, Sabrina Casalta, CEO, Vodafone Ireland said:
“Trade in plays a critical role in driving Vodafone Ireland’s commitment to protecting the planet, as well as offering affordability for our customers. With one in every three customers across our retail stores trading in a handset, we’re delivering on our ambition to tackle e-waste and supporting the circular economy in Ireland. These results are commendable and testament to the efforts of our team, our retail colleagues and also to our customers throughout the country who are taking action.
‘We’ve invested heavily in this campaign since 2022 because we saw an opportunity to make a difference. We encourage Irish consumers to maintain this momentum and continue to support us in tackling e-waste through trading in their device for repair, recycle or repurposing. This is a tangible method to deliver change and make a difference for generations to come.”
Over 2,000 people work with Vodafone in Ireland across its Dublin HQ and 80 retail units across the country while the company has more than 2.3 million customers and growing.
