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EMARKETER

The State of France Fashion Ecommerce 2025

How Marketplaces, Social Commerce, and Sustainability Are Fueling a New Era

Report by EMARKETER Analysts  |  Jun 24, 2025
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Table of Contents
France fashion ecommerce: What is the size of the pie?
The competitive landscape
Consumer behavior and preferences
Key emerging trends
Opportunities and risks for retailers and brands in France
Sources
Media Gallery
About This Report
Online fashion sales growth in France is stabilizing as global competitors capture market share and social platforms become more influential.
Topics
Ecommerce Sales
Retail Sales
Retail Categories
France
Table of Contents
France fashion ecommerce: What is the size of the pie?
The competitive landscape
Consumer behavior and preferences
Key emerging trends
Opportunities and risks for retailers and brands in France
Sources
Media Gallery

This report was prepared with the assistance of generative AI tools to support content organization, summarization, and drafting. All AI-generated contributions have been reviewed, fact-checked, and verified for accuracy and originality by EMARKETER editors. Any recommendations reflect EMARKETER’s research and human judgment.

The fashion ecommerce market in France is entering a new phase of competitive intensity and consumer sophistication. We forecast online sales of apparel, footwear, and accessories will top $18 billion in 2025, making France one of Europe’s largest—and most dynamic—digital fashion markets. Yet growth has slowed post-pandemic, regulatory scrutiny is intensifying, and global disruptors like Shein and Temu are rapidly capturing share.

Key Question: What is the state of the fashion ecommerce market in France?

Online Fashion Sales Will Surpass $20 billion in France by 2028—Up 17.7% from 2022
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Key Stat: Apparel, footwear, and accessories ecommerce sales will surpass $20 billion by 2028.

Here’s what’s in the full report

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Table of Contents

  1. France fashion ecommerce: What is the size of the pie?
  2. The competitive landscape
  3. Consumer behavior and preferences
  1. Key emerging trends
  2. Opportunities and risks for retailers and brands in France
  3. Sources
  1. Media Gallery

Charts in This Report

Online Fashion Sales Will Surpass $20 billion in France by 2028—Up 17.7% from 2022Online Fashion Sales Will Surpass $20 billion in France by 2028—Up 17.8% from 2022
Fashion Ecommerce Sales Growth Is Stabilizing in France in the Wake of Post-Pandemic VolatilityAbout 30% of Fashion Sales in France Will Happen Online This Year
Marketplaces Are the Most Popular Destination for Online Shopping in FranceConsumers in France Are Very Price Sensitive When Shopping Online
By 2028, There Will be 17.4 Billion Social Buyers in France—Over 30% of the Population

authors

EMARKETER Analysts

Contributors

Erika Huber
Director, Report Editing
Wendy Malloy
Director, Reports Editor
Carina Perkins
Naomi Rebuelta
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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