The best ideas are often the simplest and the most profitable. The Complete Entertainment eXchange, CeX, takes the buy and sell concept and updates it by trading in digital entertainment products. CeX shops buy, sell and exchange mobile phones, games, electronics, computers and DVDs directly from the public. CeX (Complete Entertainment eXchange) help push for a circular economy by allowing users to get value back from old technology. The company’s plan to make profit relies on customers exchanging their hardware for credit or cash, which can then be used to buy new and used products that others no longer want.