While chanceries discuss uranium and stock markets scrutinize oil barrels, the French are silently reshaping their consumption habits. A study published this Tuesday, April 21, 2026, by Comarketing-News, based on a representative panel of 2,000 people, reveals that 66% of French people now buy or sell second-hand items at least once a quarter. The figure, up nine points in two years, reflects a profound shift: second-hand is no longer a marginal behavior of ecological niches or young adults, it has become a shared reflex for the majority. The trend now encompasses all generations, all social categories, and all regions – including the most affluent.
Vinted, Leboncoin, Vestiaire Collective: the leading trio
The dominant platforms remain the same as last year, but their shares are evolving. Vinted remains the undisputed leader with 41% of transactions claimed by respondents, followed by Leboncoin (28%) and Vestiaire Collective (8%). However, the major event of this first quarter of 2026 is the breakthrough of Joli Closet and Vinokilo, two European players specializing in high-end fashion and vintage, who together capture 6% of transactions – a first. Apparel remains the leading category (61% of transactions), followed by childcare items (14%), books (9%), and electronics (8%). The average basket value on Vinted has for the first time exceeded 22 euros, indicating an upmarket trend in the products being sold.
Fuel crisis, a silent accelerator
The economic context amplifies the movement. With diesel prices averaging 2.18 euros nationally and government announcements expected late Tuesday, April 21, by Prime Minister Sébastien Lecornu, households are looking everywhere to offset the increased mobility costs. According to the General Directorate of the Treasury, household spending on goods fell by 1.4% in February 2026, after a 0.4% increase in January. It is within this gap that second-hand plays its role as a buffer: it allows for maintaining a roughly constant consumption volume by lowering the average bill per item by about 60% for equivalent quality, according to cross-estimates from Fevad and the consulting firm Xerfi.
Marketplaces: more traffic, less margin
However, this growth comes at a cost for retailers. A recent study by Lengow, based on data from 300 French merchants over twelve months and reported on Tuesday by Ecommerce Nation, reveals a worrying phenomenon for brands: on marketplaces (Amazon, Cdiscount, Fnac), the average basket of French consumers has fallen by 12% in one year, from 47 to 41 euros. Meanwhile, commissions paid to platforms have increased by an average of 8%. As a result, merchants' net margins on this channel are collapsing, and several SMEs in the textile and home decor sectors are now considering a partial return to direct sales via their own websites, despite the marketing effort required.
The French consume less, but consume better
Behind the numbers, a paradigm shift is emerging. According to the Fevad report published in March 2026, the French spent nearly 200 billion euros on e-commerce throughout 2025, but the purchasing frequency increased while the average basket decreased. In other words, people order more often, but for less money. Compulsive purchases on Shein, Temu, or AliExpress have declined for the first time in three years, due to a combination of reinforced customs duties and growing environmental awareness. Conversely, subscriptions to thematic boxes (local food, reading, responsible beauty) have increased by 22% year-on-year.
Editorial Opinion
French consumption is entering a phase of profound rationalization, and the move towards second-hand is likely the most telling marker of this new era. Far from a moralizing discourse on forced sobriety, we are witnessing the emergence of a lucid consumer who balances cost, quality, and environmental impact without complexes or ideology. For brands, the challenge is now existential: either they integrate second-hand into their own offerings – like Decathlon with its Trocathlon program or Petit Bateau with its Seconde Vie platform – or they risk being gradually marginalized. For platforms, the challenge will be to maintain their growth while avoiding stifling the merchants who drive their volume.
Key Takeaways
- 66% of French people buy or sell second-hand at least once a quarter.
- Vinted remains the leader (41%), followed by Leboncoin (28%) and Vestiaire Collective (8%).
- Average basket on marketplaces: -12% in one year, to 41 euros.
- Household spending on goods: -1.4% in February 2026, according to the Treasury.
- Decathlon, Petit Bateau, and other brands are integrating second-hand into their own offerings.
