The French e-commerce continues to grow in volume, but the very nature of online shopping is transforming. Fevad data from the second quarter of 2026 shows that consumers are increasingly splitting their orders, reducing the average basket size while multiplying transactions. This structural shift is reshuffling the deck among marketplaces, second-hand platforms, and historical players.
European tax on small parcels and decline of Chinese platforms
The implementation of the European tax on small parcels has produced measurable effects faster than expected. According to Le Monde and Le Figaro (September 21, 2026), the traffic to Shein, Temu, and AliExpress has significantly dropped since the tax came into effect.
We observe that this decline concerns traffic, not directly sales volumes. The nuance matters: a user who visits less often may concentrate their purchases on higher baskets to offset shipping costs. The French Institute of Fashion, in a study presented on September 21, 2026, notes that the share of these platforms in online clothing purchases has fallen to 25% in July 2026, down from nearly a third a few months earlier.
This decline does not signal the end of their influence on the fashion market. Their logistics model and ability to attract buyers through social media remain effective, even under tax pressure. To discover the latest news on Shop Mania, these market movements represent a monitoring ground to keep a close eye on.
Vinted in the top 5 e-commerce: what second-hand changes in the channel mix
The standout feature of the Fevad T2 2026 barometer is Vinted’s entry into the top 5 most visited e-commerce sites and applications in France. While Temu fell in the rankings, a platform based on resale between individuals took its place.
This is not just a simple transfer of traffic. Second-hand captures part of the demand that ultra-fast fashion fueled. Buyers looking for low prices on Temu find on Vinted an alternative with a comparable price positioning, without the intercontinental shipping delays or the new parcel tax.
For merchants, Vinted’s rise raises a question of channel mix. Should they distribute unsold items there? Create an official second-hand showcase? Some brands are already testing take-back programs integrated into their own sites, but the Lithuanian platform captures the audience where brands struggle to generate it alone.
Impact on return logistics
The growth of second-hand mechanically increases the volume of parcels in circulation. Each resold product generates an additional shipment that the network of pickup points absorbs. The industry is looking to industrialize these flows to handle the increase without multiplying single-use packaging.
Agency commerce and machine-to-machine payment protocols
E-commerce is gradually shifting from a traffic logic to an intention-driven logic powered by autonomous AI agents. In practice, an AI agent compares offers, negotiates terms, and triggers purchases without human intervention at each step.
The technical subject to watch is payment protocols adapted for machine-to-machine transactions. Wero, the new European payment method, fits into this dynamic. Traditional checkout systems (card form, 3D Secure redirection) are not designed for software agents executing dozens of transactions per minute.
- Authentication must shift from an interactive model (user validation) to a delegated model (pre-authorized mandate with defined limits and scope)
- Merchant product APIs must expose structured data readable by an agent, not just by a browser
- The traceability of the purchase decision becomes a compliance issue: who is responsible if the agent buys a non-compliant product?
Splitting baskets and pressure on conversion
Fevad T2 2026 data confirms an underlying trend: the growth of French e-commerce relies on the volume of orders, not on unit value. The French are buying more often but spending less on each transaction.
This splitting puts pressure on two operational indicators. The logistics cost per order mechanically increases when the average basket decreases. And the acquisition cost relative to revenue deteriorates if each visit converts at a lower amount.
- Bundling strategies (bundles, group offers) are becoming a margin lever again rather than just a promotional tool
- Free shipping thresholds need to be recalibrated to encourage basket consolidation without blocking conversion
- Split payment (BNPL) accentuates the phenomenon: it makes a separate purchase psychologically acceptable where the customer would have previously grouped
Trust and personal data
The fragmentation of purchases also multiplies data collection points. Each order generates a set of transactional data. Under GDPR constraints and with the planned end of third-party cookies, first-party data becomes the only reliable asset to personalize the journey. Merchants who have not structured their consent collection lose retargeting capacity each quarter.
French e-commerce in 2026 is not just a technological race. The tax on small parcels, the rise of second-hand, and the splitting of baskets are reshaping competitive balances. Merchants who quickly arbitrate between logistics, channel mix, and payment infrastructure will stay ahead in a market where volume growth masks a decline in unit margin.
