Behind millions of views on TikTok is a business built on experience, ratings and negotiation skills. This is the case of Andrea Liconti, a Milanese entrepreneur specialized in the buying and selling of second-hand luxury bags, watches and accessories, who in recent years has transformed a traditional profession into a digital phenomenon.
Born in 1987 to a Calabrian father and Venetian mother, Liconti grew up between Veneto, Turin and Milan, developing an interest in commerce and entrepreneurial activity from a young age. After an initial university course in the economic field, he obtained a degree in Legal Services for Business in 2012 and subsequently, in 2021, a second degree in Philosophy, constantly combining his studies with work in the family business.
It is precisely through the experience gained in the field that his specialization in the luxury retail sector was born, a market which in recent years has recorded significant growth both in Italy and internationally.
The heart of the business consists in purchasing luxury items from private individuals, verifying their authenticity, condition and market value and then reselling them to customers interested in iconic products at competitive prices compared to new ones. An activity that requires specific skills, knowledge of prices and the ability to quickly evaluate the market.
«My job is to bring more and more people closer to luxury second-hand goods», explains Liconti. A phrase that perfectly summarizes its operating model: finding the balance point between the seller’s expectations and the economic sustainability of the operation.
The peculiarity is that a large part of these negotiations are told on TikTok. The videos transparently show the evaluation and negotiation process, transforming a simple purchase into content followed by millions of users. A format that has contributed to making the brand recognizable and bringing the general public closer to a sector often considered reserved for professionals.
For the company, social media does not just represent visibility. They have become a concrete tool for customer acquisition. Many users who discover Liconti online end up contacting him to sell a bag, buy a watch or request a professional evaluation.
In a sector where trust is fundamental, digital communication has transformed into a competitive advantage, contributing to the growth of the brand and the expansion of customers throughout the national territory. Today the entrepreneurial vision looks beyond simple business development: the goal is to create a national network of specialized buyers, capable of offering immediate evaluations and purchases in every area of the country, allowing thousands of people to quickly monetize luxury bags, accessories and watches.
A strategy that fits into a profoundly changed market context. Second hand is no longer a niche for enthusiasts, but an increasingly important component of the modern economy. According to the most recent sector surveys, in 2025 over 65% of Italians bought or sold at least one used good, confirming how the second-hand market has now become a widespread and transversal choice.
The case of Andrea Liconti demonstrates how commercial skills, digital communication and personal branding can converge in the construction of an innovative business model, capable of transforming a traditional profession into a national growth project.
Sponsored by Press Office Viral Starz
