Google Cloud AI Powers Back Market’s Sustainability Mission

Back Market has a strategic partnership with Google Cloud to support its expansion, enhance customer service and reinforce its sustainability ambitions

Topics such as sustainability are top of mind for today’s consumers, and the technology industry is no exception. According to research from Statista, the electronics recycling market is forecast to continue to grow in the coming years, reaching a size of over US$110bn by 2030.

With over 282 million refurbished smartphones shipped globally in 2022, this surge in demand not only reflects shifting consumer attitudes towards sustainability and affordability but also underscores how refurbished technology has grown into a viable and compelling alternative to brand-new purchases.

Launched in 2014, Back Market is the global leader in verified refurbished technology. The company brings high-quality professionally refurbished electronic devices and appliances to customers in 18 countries including the US, France, Germany, the United Kingdom, Spain and Japan.

Now, Google Cloud and Back Market have announced an agreement which will involve Back Market using Google Cloud’s infrastructure to support its international expansion, enhance its customer service capabilities and reinforce its sustainability goals. 

According to the companies, Back Market will leverage Google Cloud to develop generative AI (Gen AI) solutions using Vertex AI. This will help its service agents quickly understand the history and context of customers’ challenges for faster, more consistent resolution. Back Market will also kickstart broader exploration of Google Cloud’s Gen AI applications, including language translations, content creation and text analysis, aimed at offering new personalised services for both customers and vendors. 

“As buyers continue to prioritise price and a seamless buying experience online, there’s pressure on e-commerce platforms to innovate so they can meet expectations and stay competitive, even as they adhere to increasingly demanding expectations and regulations around trust, safety, and sustainability,” said Isabelle Fraine, Managing Director of Google Cloud France. “Back Market’s approach to cloud computing and their exploration of generative AI are firmly grounded in such fundamentals, which should translate into more favourable outcomes for customers, merchants, and social impact in the long run.”

Google Cloud is helping Back Market drive greater operational efficiencies

Back Market is migrating its cloud infrastructure to Google Cloud to create greater operational efficiencies and capacity. By adopting BigQuery, Google Cloud’s enterprise data warehouse platform, Back Market will be able to improve the speed and ease with which it manages its data at scale. 

Back Market will also benefit from the lower-carbon footprint and higher sustainability performance of Google Cloud’s infrastructure, supporting its own sustainability strategy and mission.

The recent agreement comes after Back Market adopted Google Workspace in 2021, aimed at supporting its internal communications and boosting its productivity.  

“We selected Google Cloud not just for its expertise in cloud computing services, but also for its commitment to providing a more sustainable, modernised platform for Back Market as we continue to expand,” said Dawn Baker, Chief Technology Officer at Back Market. “As a global leader in verified refurbished technology, we are always looking to turn our data into better outcomes for consumers, particularly in ways that foster reliability and trust in our marketplace while supporting our sustainability goals.”

Back Market will also benefit from the lower-carbon footprint and higher sustainability performance of Google Cloud’s infrastructure, supporting its own sustainability strategy and mission.

The recent agreement comes after Back Market adopted Google Workspace in 2021, aimed at supporting its internal communications and boosting its productivity.  

“We selected Google Cloud not just for its expertise in cloud computing services, but also for its commitment to providing a more sustainable, modernised platform for Back Market as we continue to expand,” said Dawn Baker, Chief Technology Officer at Back Market. “As a global leader in verified refurbished technology, we are always looking to turn our data into better outcomes for consumers, particularly in ways that foster reliability and trust in our marketplace while supporting our sustainability goals.”

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