Vinted Overtakes Amazon in France: Why Second-hand Fashion Is the Future — and That’s a Good Thing

In a development that signals a major shift in fashion retail, second-hand marketplace Vinted has surpassed both Amazon and local retailer Kiabi to become the number one clothing seller in France by volume, according to a recent report from the French Fashion Institute (IFM).

It’s a notable milestone for the circular economy and the growing world of “recommerce” – the resale of pre-owned goods – which is steadily moving from fringe to mainstream. In fact, the European recommerce market was worth €94 billion in 2023, and it’s projected to grow by a further 14% by 2027.

Vinted’s success is not just a story about clever tech or budget-friendly pricing. It marks a cultural turning point, where sustainability, longevity, and value are starting to edge out trends, impulse buys, and disposability. And perhaps, it's the clearest sign yet that the future of fashion doesn’t lie in what’s new, but in what lasts.

The Shift is Generational

The IFM’s findings include both online and offline retailers. Vinted’s top ranking in the first quarter of 2025 is no small feat in a country where fast fashion has long reigned. Amazon and Kiabi came in second and third respectively, but it’s the breakdown by age that really stands out: second-hand sales now make up 10.9% of all clothing sold in France, and among 18–34-year-olds, that number jumps to 16.3%.

This younger generation is shopping differently. It’s not just about saving money – though that helps – it’s about buying with more intention. There’s growing awareness of fashion’s environmental toll, from overproduction to textile waste, and an increasing desire to align shopping habits with personal values.

Fast Fashion’s Losing Streak

It’s also worth noting who’s fallen behind. Despite their vast marketing budgets and low prices, Chinese fast fashion giants Shein and Temu didn’t fare so well in France. Shein landed in fifth place, and Temu trailed all the way back at number 24. Together with Amazon, they may account for a third of online clothing sales, but when looking at the total clothing market – including physical shops – they only make up 7%.

Why? Because fast fashion isn’t built to last, and increasingly, that matters.

You simply can’t build a second-hand empire on clothes that fall apart after three washes. Their garments are essentially made to be thrown away. And as consumers become more aware of that reality, many are opting out.

Still Price-Driven, But Smarter

Price continues to be a major factor. According to the IFM, over a third (36.4%) of all clothing purchases in France happen during sales or promotions. But this is where recommerce shines: it offers far better value for money without compromising on quality.

Pre-owned men’s t-shirts, jeans, and shirts typically sell for €14, €48, and €32 respectively. For women, it’s €33 for jeans, €14 for t-shirts, and €38 for dresses. Affordable, yes – but also proven to last. These are items that have already been worn, washed, and survived – not just worn once for Instagram.

Towards a Circular Future

What’s most exciting about this trend is what it represents: the move from a linear model – take, make, waste – to a circular one. In a circular fashion economy, clothes are made to be used again, resold, repaired, repurposed. It’s a complete rethinking of what value looks like in fashion.

Major brands are starting to respond. Patagonia, Levi’s, and Eileen Fisher have resale and repair programmes. Start-ups are building tech that helps track the lifespan of garments. And consumers are asking better questions – not just “how much does this cost?” but “how long will it last?”

There’s even growing demand for brands to provide transparency about durability. Imagine if clothing came with tags that read “expected lifespan: 30 washes” or “repairable: yes.” If toasters and lightbulbs come with warranties, why not trousers?

Ending the Stigma

Shopping second-hand is no longer something to hide behind oversized sunglasses. The stigma is lifting. It’s becoming the norm, and more than that, it’s becoming aspirational.

What if our next status symbol wasn’t about owning the latest drop, but about wearing something well – and for a long time? What if the future of fashion wasn’t about constant newness, but about care, longevity, and story?

With platforms like Vinted leading the way, and with younger consumers demanding more from their wardrobes and the industry, it’s clear that fashion is on the cusp of something big – and better.

It’s no longer just about style. It’s about substance. And finally, that might be what makes fashion truly sustainable.

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