Vinted tops France’s fashion market as second-hand sales surge

France – Second-hand platform Vinted has overtaken Amazon and Kiabi to become France’s top clothing retailer by sales volume, according to new data from the Institut Français de la Mode (IFM). The shift reflects a growing consumer preference for affordability and sustainability, especially among younger shoppers. 

In the first quarter of 2025, Vinted ranked number one across online and offline apparel purchases. Second-hand clothing now accounts for 10.9% of total sales by volume in France, rising to 16.3% among 18–34-year-olds. 

‘These results confirm that the French think primarily about price when buying clothing,’ notes IFM, with 36.4% of purchases made during sales or promotions. Bargain pricing dominates across the top 15 brands, including in the resale market. 

The most-purchased items for men were t-shirts, jeans and shirts, while women favoured jeans, t-shirts and dresses. Online sales made up 29.4% of total market value, underlining digital’s growing role, with Vinted, Amazon and Shein leading the charge. 

Vinted’s rise cements second-hand fashion as a mainstream force in French retail. To understand how shifting consumer priorities are redefining notions of worth and ownership, read our New Codes of Value and Rebranding Resale reports.