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Colossal growth. France is the leading market for the second-hand item sales platform Vinted, with 23 million users at the end of 2023, or 29% of its global customer base, and its sales there increased by 32% over a year. year, Joko revealed this Friday. Joko, a French shopping application, relied on the anonymized banking data of 700,000 people, a representative panel of 18-65 year olds in France, to carry out this study. Vinted recorded an increase in sales of 32% compared to 2022 in France, or “more than six times more than that of the fashion industry as a whole” and “nearly twice more than that of the fashion market as a whole”. second hand,” noted Joko.
“Vinted now represents 9% of fashion sales and 60% of second-hand sales (i.e. three times more than its indirect competitor Leboncoin),” according to the shopping application. “In the fashion sector, Vinted is the brand where the French spend the most” and has been since 2020, the date when Joko began his analyses. The Lithuanian second-hand site is followed, in order, by the Chinese Shein, Kiabi, Intersport and Zara. In the top 10 are also, still in order, the event sales platform Veepee, the German platform Zalando, Primark then H
Also read: How a simple €300 Shein promo code causes hysteria on social media
Notably, the Chinese general platform with low prices and aggressive marketing Temu climbed to tenth place, even though it was still unknown to French consumers less than a year ago. 36-45 year olds remain Vinted's core target (26%), overtaken by 46-55 year olds (22%) and over 55 year olds (18%). However, “the share of 18-22 year olds more than doubled between 2021 and 2023”, according to Joko’s analyses.
Joko also questioned the eco-responsibility of “Vinties”: do Vinted customers buy on the platform because they are “concerned about the environment or simply looking for low prices?” “Analysis of the mix rate of Vinted customers with those of fast fashion symbols” such as Shein and Temu “suggests the second option”, decides the application. “In fact, 47% of Vinted customers also buy from Shein and 28% from Temu,” she further emphasizes.
