In China second hand is the latest in thing. Perceptions of greater acceptance for gently used goods is reflected in investors’ enthusiasm for the many start-ups that are now aiming to become the premier national platforms for used goods, ranging from cars to phones, to luxury items and even Han dynasty antiques. Diverse as these markets are, they are all reputation-based businesses where success requires mechanisms to guard against users trying to pass off bad goods as good-as-new. So what is fuelling the growth of second hand markets in China? And how are sellers dealing with the critical issue of creating and maintaining consumer trust?