Amazon, Temu Reign Supreme As Shein Overtakes Vinted in French Online Rankings

The third quarter of the year saw familiar names dominating France's online landscape, with Amazon, LeBonCoin, and Temu once again securing their positions as the most visited sites. This consistency is highlighted by the latest barometer from the Fédération de la vente en ligne (Fevad), which also points to a significant, albeit symbolic, shift in the rankings: Shein has now surpassed Vinted to claim sixth place.

Amazon firmly maintains its lead as the undisputed leader, attracting an impressive 38.8 million unique monthly visitors and a substantial 9.3 million daily visitors. Following the American giant are the French platform LeBonCoin and the rapidly expanding marketplace, Temu. Temu's growth has been particularly notable, drawing 24.6 million monthly visitors and nearly 4.5 million daily visitors. This marks a considerable jump from the first quarter, where it recorded only 16.8 million monthly and 2.2 million daily visitors, effectively widening its lead over competitors like Booking.com and E.Leclerc, which it initially overtook in the second quarter.

The most discussed change within this barometer concerns the dynamic between Shein and Vinted. The Chinese fast-fashion retailer, known for its highly competitive pricing, has ascended past the Lithuanian second-hand clothing platform. Over the period from July to September, Shein attracted 19.5 million monthly visitors and 5 million daily visitors. This surge represents a significant climb for Shein, which was ranked eleventh in the first quarter with 13.5 million monthly and 2.9 million daily visitors.

Conversely, Vinted now sits in seventh place, recording 17.8 million monthly visitors and 4.9 million daily visitors during the same quarter. These figures indicate a relatively flat audience compared to the preceding quarter, suggesting a period of stabilization for the second-hand market leader. Following Vinted in the rankings are major retailers such as Carrefour, Lidl, and Cdiscount. The Chinese platform AliExpress holds onto 11th place, showing steady growth since the beginning of the year with 15.3 million monthly visitors and 2.9 million daily visitors.

The subsequent positions in the top 20 are occupied by a diverse range of platforms, including Fnac, Airbnb, Leroy Merlin, and SNCF Connect. Sports equipment giant Decathlon maintains its 16th position, attracting 12.1 million monthly visitors and 881,000 daily visitors. The Japanese site Rakuten follows closely, with 9.6 million monthly visitors and 810,000 daily visitors.

Rounding out the top 20 are Darty, Intermarché, and Auchan. Notably, Veepee, which had re-entered the ranking in the second quarter at 18th place with 9.1 million monthly visitors and 1.7 million daily visitors, has dropped out in the third quarter, with its spot being taken by Darty.