French online shopping apparel market exceeds physical stores for the first time

According to the latest findings from the French Fashion Institute (IFM), the online apparel market in France reached a 8.6% share in the first quarter of this year, marking the first time it has surpassed traditional department stores. During the 12-month period from July to July, online clothing sales surged by over 30%, while overall apparel sales declined by 1.4% during the same period. This shift highlights a growing preference for digital shopping among French consumers.

The majority of online shoppers are women aged 25 to 34, who tend to have less free time and often make purchasing decisions for the family. Meanwhile, male shoppers, mostly between 35 and 44 years old, are drawn to online shopping due to its time-saving nature, convenience, and practical benefits. Price is also a significant factor, with women's clothing averaging 11% cheaper than in physical stores, while men’s and children’s clothing are 7% to 3.5% cheaper on average.

Professional online retailers now hold 50% of the market, but traditional sellers are still actively participating, adapting to the evolving landscape. The French e-commerce and telemarketing association (FEVAD) reports that sales in the first half of the year reached 70,000 euros, showing a 29% year-on-year increase. These trends suggest that online fashion retail is not just a passing trend, but a fundamental shift in consumer behavior that is here to stay.