While global sales of new smartphones decline by 4% annually, the used smartphone market is growing at 12% per year and is projected to reach $130B by 2030. Yet more than 600 million devices are discarded or left unused each year, generating over 58 million tons of e-waste, 105 million tons of CO₂ emissions, and hundreds of billions of dollars in lost economic value. Doji was created to unlock this trapped value—transforming idle electronics into purchasing power through seamless trade-in solutions that expand access to technology and retail goods while strengthening circularity.

 

2025 marked a year of structural transformation. Doji consolidated operations in Brazil and evolved from a C2C marketplace into a B2B retail infrastructure platform, enabling retailers to accept used smartphones as payment through an end-to-end trade-in ecosystem integrating pricing intelligence, grading, logistics, payments, and a competitive B2B buyer network. The company surpassed 300 active physical retail stores and built a network of over 500 active buyers, strengthening liquidity and pricing depth. The launch of Doji Intercept further expanded demand-side competition, increasing consumer payouts and reinforcing the ecosystem flywheel. From a climate perspective, thousands of smartphones were reintroduced into circulation—avoiding the production of more than 9,000 new devices and directly advancing electronics circularity.

 

The main challenge ahead is converting large national retailers. Major chains require proof of scale and reputation across peers before committing, creating a classic chicken-and-egg dynamic. Overcoming this barrier will be key to unlocking the next phase of commercial expansion—and amplifying Doji’s financial and environmental impact.