GlobalData's Apparel Market in France to 2028 report revealed that in 2023, France's online apparel market declined by 4.9%, reaching €10.4bn, as consumers exhibited more cautious spending habits.

This decline outpaced the broader apparel market, with online penetration falling by 0.6ppts to 20.7%, due to shoppers returning to physical stores for in person shopping experiences post-pandemic.

However, the market is expected to recover in 2024, with a 3.0% growth forecast and a slight increase in online penetration by 0.1ppts.

France online apparel market 2018-2028

According to GlobalData, while the pandemic initially boosted online sales in France, demand dropped off in 2022 as consumers shifted back to physical stores.

However, the market is forecasted to return to growth in 2024, outperforming total apparel again, causing penetration to grow marginally by 0.1ppt.

GlobalData believes online sales are being driven due to its greater convenience and breadth of choice, noting that this channel is also supported by the ongoing enhancements retailers are making to their digital platforms, including the addition of personal recommendations and AI chatbots.

The dominance of social media has also been highlighted as a reason for bolstering growth through this channel, by encouraging impulse purchases.

Between 2023 and 2028, the online apparel market is forecast to grow at a CAGR of 2.9%, supported by brands’ continuous technological advancements. By 2028, online penetration is projected to rise to 21.5%, reflecting the market's steady, established growth.