It’s official. Vinted is now the number one clothing retailer in France. The second-hand marketplace surpassed the e-commerce giant Amazon and omnichannel mainstay Kiabi in total sales volume for Q1 2025.
The findings, reported by the French Fashion Institute (IFM), mark a historic moment not only for the platform itself but for the wider movement toward second-hand fashion.
Image source: Vinted
In a retail landscape where fast fashion has long dominated, a resale platform claiming the top spot is no small achievement. It’s a signal that recommerce is becoming mainstream behaviour, especially among younger generations.
From Niche to Number 1
What started as a peer-to-peer resale website is now the most-used 'store' in France, with over 23 million users actively buying and selling.
Vinted first gained momentum during the COVID-19 pandemic and has since grown into a full ecosystem of wardrobe clear-outs, treasure hunts, and vintage fashion finds.
According to the French Fashion Institute (IFM) data:
Second-hand clothing now accounts for 10.9% of apparel sales by volume in France.
That share jumps up to 16.8% among 18-34 year olds.
Online sales account for 29.4% of all clothing sales.
Vinted alone outranks both Amazon and ultra-low-cost players, Shein and Temu.
Image source: Vinted
A few factors that explain Vinted’s rise to the top:
Affordability: With nearly 36.4% of all fashion purchases happening during promotions, French consumers are clearly price-driven. Vinted offers consistently low prices without waiting for a sale.
Convenience: The app offers secure payment, easy parcel tracking, and user-friendly filters that make hunting for second-hand pieces more seamless than ever.
Trust: The recent introduction of authentication services for high-value items adds a new layer of buyer confidence, helping second-hand compete with traditional retail.
Cultural Shift: Second-hand no longer carries the reputation that it once did. Today, it’s a reflection of personal style, sustainability, and smart shopping.
Increasing Awareness
Vinted as first on the podium may feel like a victory for the circular economy, and in many ways it is. Recommerce is a critical part of sustainable fashion as it helps extend product life cycles and reduce waste.
However, we shouldn’t confuse resale with a solution to overconsumption. The fact that t-shirts sell on average for just €14 and jeans for €33 is evidence that low-cost buying behaviour still persists, even in the second-hand space. Without a shift in the volume of consumption, even resale can replicate the speed and scale of fast fashion.
Image source: Vinted
What does this mean for the future of Fashion?
A takeaway can be that French consumers, especially younger ones, are choosing access over ownership and value over novelty.
As second-hand continues to gain legitimacy, platforms like Vinted play an increasingly central role in defining what fashion looks like, how it’s sold, and who gets to participate.
What does second hand shopping mean?
Second-hand shopping, in short, means buying items that were previously owned by someone else and are now being resold. This can include all kinds of products, such as apparel and shoes, materials, furniture, and much more.
What is Vinted?
Vinted is Europe’s largest online platform for second-hand fashion. Founded in 2008, it allows users to buy, sell, and exchange clothing, accessories, and lifestyle products. Read more about Vinted here.
Who is the top clothing retailer in France?
Second-hand marketplace Vinted has officially become the top clothing retailer in France, surpassing Amazon and Kiabi in sales volume. This milestone signals a major shift in consumer behavior, with second-hand fashion gaining ground especially among younger shoppers.
