Chinese online marketplace Temu is gaining ground in France. For the first time, it has entered the top 15 of the biggest fashion sellers in the country, in terms of unit volume. It is just behind Zara. Vinted is still in first place.
These data come from a new consumer barometer from the French Fashion Institute (IFM) for the first half of 2025. In the first quarter of this year, Vinted ranked in first place. At the time, Amazon ranked second and Kiabi came in third place. Now, these two have switched places.
From 24th place to 15th
Temu is showing a strong growth. In the first quarter of the year, the marketplace still ranked 24th in France. Now, it ranks 15th. It remains to be seen how the platform will rank by the end of the year.
Together, Amazon, Shein and Temu account for 23% of online fashion purchases
According IFM, together Amazon, Shein and Temu now account for 23 percent of online fashion purchases by value in France. This is equivalent to 7 percent of all apparel consumption in the country.
Recommerce accounts for almost 12%
The report also shows that recommerce, the online sale of second-hand goods is increasing in popularity. It accounted for 11.8 percent of the French fashion market in the second quarter of this year. In this first quarter, the share was still 10.9 percent.
Consumers aged 18-34 years old spent 17.5% of their fashion spending on second-hand goods
Recommerce sales are especially accelerated among consumers aged between 18 and 34. They spent 17.5 percent of their fashion spending on second-hand clothing. This is 5.8 points higher than the average of the whole French population. In contrast, shoppers aged of 55 years old and older only spent 3.7 percent of their fashion spending on second-hand goods.
‘Market is transforming’
According to IFM, the French fashion market is going through a structural transformation. On the one hand, the online sales of second-hand fashion is increasing. On the other hand, sharp-priced fast fashion sellers are growing rapidly. The French government is currently working on an anti-fast fashion law. This could have effects on the ways platforms like Temu and Shein continue developing in France.
