E-commerce plays a key role in the second-hand boom

Paris, September 22, 2022


E-commerce plays a key role in the second-hand boom

The 6th edition of the study on innovation in e-commerce, carried out by KPMG France and Fevad, deciphers the rise of the second hand, one of the most important disruptions in recent years, and its impact on all market players.
The study also analyzes the new behaviors of consumers, who are increasingly sensitive to the impact of their way of consumption on the environment and, at the same time, very attentive to their purchasing power.

— +15.1% in 2021: e-commerce growth in France accelerated
— The French are massively converting to second-hand consumption: more than 80% of online shoppers have already bought or sold second-hand products.

Accelerating e-commerce growth in 2021

2021 was another year of growth for e-commerce: the sector reached 129 billion euros in turnover in France, an increase of 15.1% year-on-year vs. 8.5% in 2020. Thus, e-commerce is back to double-digit growth thanks to the good performance recorded in the sale of products and the gradual recovery of the Transport, Tourism and Leisure sector, severely affected by the Covid crisis.

The industry continues to grow in all sectors.

This sustained growth is driven by France’s increasingly adept online shopping: 41.8 million people shopped online in 2021, an increase of 153,000 e-consumers in one year.

The proliferation of online business applications and websites has contributed to the dynamics of e-commerce. Mobile shopping shows a 23% growth.

The increase in transactions was +16%, representing 2.1 billion euros in additional revenue.

A massive conversion from French to second-hand

Increasingly sensitive to the impact of their consumption on the environment and, at the same time, concerned with preserving their purchasing power, the French are adopting new behaviors, first of all a massive adhesion to second hand: more than 80% of online shoppers already purchased refurbished or second-hand products or resold items online.

As a result, the second-hand market, estimated at a transaction volume of around €7 billion in France, is booming. 71% of French consumers have already bought cultural and leisure products there, 51% say they are ready to buy a used phone there and the number of purchases of this type in ready-to-wear has increased by 140% between 2019 and 2021.

1 in 2 online shoppers claim to have purchased at least one second-hand product in 2021 and 74% of cyber shoppers – mostly women – say they have the reflex to verify that the product does not exist second-hand before buying it new.

To illustrate the phenomenon, two specialists in the genre, Leboncoin (6.6 million daily visitors) and Vinted (4.9 million daily visitors) are now in the Top 5 of French e-commerce. And nearly all of the top 20 e-commerce players deploy a second-hand offering.

Massive, the trend is sustainable as Millennials and Generation Z, even more sensitive than previous generations to the challenges of sustainable consumption, represent the majority of consumers in the second-hand market.

The traditional model of consumption, based on purchase and possession, gradually diminishes, giving way to use. In 2021, 72% of French people have committed to a responsible consumption approach. Almost 1 cybershopper in 5 has already chosen to rent products online and, in the same proportion, 1 cybershopper in 5 has already offered products for rent.

However, price remains a key criterion in consumer choices for 78% of French people and only 39% of consumers are willing to pay more for more responsible products.

In 2022, cybershoppers consume better and more responsibly, but their choice remains largely guided by price, resulting in a persistent imbalance between intentions and actual purchase behavior.


The study is based on several verified and relevant data sources:

  • Qualitative interviews, carried out by KPMG France, with e-commerce leaders (list at the end of the study);
  • E-commerce industry data provided by Fevad;
  • The results of a CSR survey carried out by Fevad among its associates;
  • External research carried out by KPMG France.

download the study

About Fevad:

The Federation of e-commerce and distance sales currently brings together 600 companies and 800 websites. It is the representative organization of the e-commerce and distance selling sector. Fevad’s main mission is to collect and disseminate information to improve knowledge of the sector and work towards the sustainable and ethical development of distance selling and electronic commerce in France.

To learn more: www.fevad.com / follow us on twitter: @FevadActu and on LinkedIn.

About KPMG France:

A leader in Auditing and Consulting, KPMG France brings together 10,000 professionals committed to working towards a new prosperity, serving companies, entrepreneurs and organizations of all sizes. 100 years after its creation, in 2022 KPMG France will become a company with a mission whose purpose is to work and innovate with passion to build trust, combine performance and responsibility, develop talent at the heart of the economy, territories and society. KPMG offers its clients the power of a global multidisciplinary network in 144 countries and stands out for its territorial coverage thanks to its 200 offices in France.



press contacts:

Laurence Duhamel – Head of Media Relations at KPMG France

06 03 56 24 56 – laurenceduhamel@kpmg.fr

Nathalie Laîné – Communications Manager

01 42 56 38 86 nlaine@fevad.com

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