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As of January 2025, fashion was the leading e-commerce category in France, purchased by nearly ** percent of online shoppers. Shoes and beauty products ranked second and third, with ** percent and ** percent respectively. Amazon, Aliexpress, and Vinted were the most popular e-commerce websites in France in 2024.

Online purchasing behavior in France

According to a survey conducted in 2022, over a of French consumers reported mostly purchasing clothing online rather than offline, further confirming that fashion is the most popular e-commerce category in France. In that segment, Vinted and Shein were the most downloaded fashion and beauty apps in the country, recording approximately *** million and *** million downloads in 2022, respectively. As for services bought on the Internet, restaurant and food delivery was the most popular category, surpassing event tickets and beauty treatments, with approximately ** percent of French consumers having ordered food delivery online as of March 2023.

Online fashion industry in France

With fashion being the most popular e-commerce category, many online retailers compete in the French market to increase their customer reach. In 2023, Vinted, Shein, and Zalando were the most popular fashion and apparel e-commerce websites in France based on share of visits. While Amazon was still the most popular shopping site, the rise of sustainable consumption and the importance of the circular economy for consumers today makes secondhand purchasing platforms like Vinted a strong competitor. In fact, the Lithuanian online marketplace for secondhand clothing registered a monthly web traffic of approximately ** million visitors in France in April 2023.