Vinted, a Lithuania-based second-hand clothing platform, has become France’s top fashion seller, outpacing e-commerce giants like Amazon and local leaders like Kiabi. This surge underscores the growing popularity of recommerce – a consumption model centered on reusing and reselling products – across Europe.
The second-hand e-commerce sector isn’t a fleeting trend. In 2023, it generated €94 billion in Europe, with forecasts indicating a 14% increase by 2027, according to the French Fashion Institute (IFM). France is at the forefront of this shift in buying patterns, with second-hand sales accounting for 10.9% of total clothing sales. Among young consumers aged 18-34, this figure jumps to 16.3%, reflecting a generational transition towards more circular and less fast-fashion-oriented consumption.
The Rise of Recommerce
Key players in the e-commerce space aren’t dominating the French fashion market. Shein and Temu, known for their aggressive pricing, rank fifth and 24th, respectively, among clothing retailers by volume. Even combining online sales from Amazon, Shein, and Temu, they only account for 7% of France’s total fashion market, including both online and offline sales. Online purchases make up 29.4% of total clothing sales in France. However, Vinted’s success highlights that it’s not just about the sales channel, but also the business model and product type. French consumers prioritize value and sustainability over mere convenience.
Price-Driven Buying Decisions
Economic factors remain crucial. Over a third (36.4%) of purchases were made during sales or special offers. In both traditional retail and the used market, savings are key. Second-hand prices are inherently lower. For men, top-selling items include T-shirts (€14), jeans (€48), and shirts (€32). For women, the most popular items are jeans, T-shirts, and dresses, priced at €33, €14, and €38, respectively.
- Second-hand e-commerce generated €94 billion in Europe in 2023.
- Forecasts indicate a 14% increase by 2027.
- 10.9% of total clothing sales in France are second-hand.
- 16.3% of young consumers (18-34) prefer second-hand clothing.
- Online purchases account for 29.4% of total clothing sales in France.
The data comes from the French Fashion Institute (IFM).