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Vinted Leads While Chinese Platforms Surge
Second-hand marketplace Vinted topped the rankings, followed by retailer Kiabi and Amazon. Decathlon secured fourth place, while Chinese fast-fashion site Shein claimed fifth position.
The data reveals a striking pattern in online shopping. Vinted dominates digital sales, followed by Amazon, Shein, Temu, and Adidas. Chinese platform AliExpress rounded out the top online sellers at seventh place.
Kiabi is the leader when it comes to physical stores alone. Decathlon, Galeries Lafayette, H&M, and Carrefour complete the top five brick-and-mortar retailers.
Here’s the most significant finding:
Amazon, Shein, and Temu together capture 23% of all French online clothing purchases by value.
Most notably, Chinese platforms Shein and Temu have achieved remarkable growth, establishing themselves as major players in just a few years.
Official ranking of the top 15 biggest clothing sellers in France for the first half of 2025 by sales volume (quantities) Source: ca.fashionnetwork.com
Digital and Second-Hand Shopping Accelerate
Online sales reached 30.3% of France’s textile market in the first half of 2025. This marks growth from 29.4% in the first quarter.
Second-hand shopping also gained momentum, reaching 11.8% of the market (up from 10.9% in Q1). Nearly half of all used clothing sales now happen online – exactly 44%.
Sale and promotional items accounted for 34% of all clothing purchases during this period.
Generation Gap Drives Market Changes
Young consumers aged 18-34 are reshaping the fashion landscape. This group spends 17.5% on second-hand items – that’s 5.8 percentage points above the general population average.
They also embrace digital shopping more readily, with 34.2% buying online (+3.9 points above average). Interestingly, younger shoppers show less interest in sales and promotions (31.6%, -2.4 points).
This likely connects to their preference for second-hand shopping over waiting for discounts.
By contrast, consumers over 55 spend just 3.7% on second-hand clothing. The generational divide is clear and growing.
Ultra-Fast Fashion Here to Stay
IFM researchers conclude that these six months confirm three major trends. First, there’s a clear generational break in shopping behaviour. Second, secondhand shopping continues rising, especially through digital platforms. Third, ultra-fast fashion players have permanently established themselves in the French market.
The data suggests traditional retailers face increasing pressure from both ends. Chinese ultra-fast fashion platforms offer rock-bottom prices, while second-hand marketplaces provide sustainable alternatives.
Based on IFM (Institut Français de la Mode) consumer barometer via FashionNetwork.com
