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Which fashion e-commerce websites are most visited?

The initial SEMrush study, published in WWD in September 2018 revealed that Macy’s ( has surged past both ASOS ( and H&M (

SEMrush updated the study to showcase websites that got most traffic in March 2019 and found out that H&M is the most visited fashion e-commerce in the world, and is followed by Macy’s ( and Wildberries ( Zaful ( turned out to be the 4th most visited website and Trendyol ( is the 5th. ASOS has lost its positions and now only ranks 8th in the list of the most visited fashion e-commerce websites in March 2019. 

For fashion sites, whether based in the U.S. or outside, the United States is the major source of web traffic. Roughly speaking, U.S. shoppers account for 27% of traffic generated by the most visited sites globally. Japan accounts for 17% of traffic, and 11% of traffic comes from Russia.


Looking at the sources of traffic on fashion sites, it's clear that direct traffic takes the lead (with 44,86%) search traffic accounts for 33,83%). Together, direct and search are responsible for about 80% of the total traffic globally. Referral is the third major source globally (with about 15,03%) followed by paid (4,28%) and social (2,01%). 


Get more information about the state of fashion e-commerce websites: 



About SEMrush:

SEMrush is an online visibility management and content marketing SaaS platform that ensures businesses get measurable results from online marketing. Trusted by more than 4,000,000 marketing professionals, SEMrush offers insights and solutions for companies in any industry to build, manage, and measure campaigns across all marketing channels.

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