Agnefall said the project aligns with IKEA's environmental initiatives."First, it is about taking an environmental responsibility for how our products are used in the longer term and making it easier for our customers to do their part for their responsibility towards the environment."

Agnefall said that sales of used products will increase over time but he anticipates no adverse effects on IKEA's sales of new products. 

"The site will not pose any major revenue for IKEA. The members of the company's loyalty program, IKEA Family, may advertise for free," Agnefall said. "In Sweden we have 2.3 million family members, so I think an overwhelming majority will advertise." Anyone who is not a member of the loyalty program may become one for free.

William Lee Adams, writing for Time, said the move paves the way for similar exchanges in IKEA's foreign outlets and that it is "a continuation of last year's naming conflict with retailer Iloveikea.se, a web site devoted to used IKEA goods." Following a court order, that site moved to billyandfriends.se.

The Local reported that the sales site launched in a section of Swedish online classified ad site Blocket, and that IKEA is "not against launching similar sites in other countries in the future."