Vinted: France, the largest global market for the application with 23 million users

The French have definitely adopted the second hand. France is the leading market for second-hand goods selling platform Vinted, with 23 million users by the end of 2023, or 29% of its global customer base, and its sales there increased by 32% in a year, Joko revealed. on Friday.

Joko, a French shopping app, relied on the anonymous banking data of 700,000 people, a representative panel of people aged 18 to 65 in France, to conduct this study.

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Vinted recorded a 32% increase in sales compared to 2022 in France, “more than six times that of the entire fashion industry” and “almost double that of the fashion market as a whole” second hand. “Joko pointed out.

The brand where the French spend the most

“Vinted currently represents 9% of fashion sales and 60% of second-hand sales (i.e. 3 times more than its indirect competitor Leboncoin),” according to the shopping app. “In the fashion sector, Vinted is the brand where the French spend the most” and has been since 2020, the date on which Joko began his analysis.

The Lithuanian second-hand site is followed, in order, by the Chinese Shein, Kiabi, Intersport and Zara. Also in the top 10 are, in order, the event sales platform Veepee, the German platform Zalando, Primark and then H&M. In particular, the Chinese generalist platform Temu, with low prices and aggressive marketing, rises to tenth place, although it was still unknown to French consumers less than a year ago.

People between 36 and 45 years old continue to be Vinted’s main target (26%), followed by those between 46 and 55 years old (22%) and those over 55 years old (18%). However, “the proportion of young people aged 18 to 22 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”? “. “The analysis of the mix of Vinted customers with those of “fast fashion” symbols such as Shein and Temu “suggests the second option”, decides the request. “In fact, 47% of Vinted customers also buy in Shein and 28% in Temu”, he further emphasizes.

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