H&M Tops Ranking Of Most-Visited eCommerce Fashion Sites

In a study of the most visited eCommerce fashion websites, online visibility management platform company SEMrush found that H&M was the most frequented site around the globe. Fashion retailers Macy’s and Wildberries followed H&M in the ranking, according to the study’s results.

SEMrush found that Zaful was the fourth most visited site, which was followed by Trendyol in fifth place. In its initial study, the company found that Macy’s had exceeded ASOS and H&M. Now, however, SEMrush reports that “ASOS has lost its positions and now only ranks eighth in the list of the most visited fashion eCommerce websites in March 2019.”

Additionally, a major source of web traffic for fashion sites – regardless of whether or not they are based in the United States – are American shoppers, who comprise approximately 27 percent of traffic generated by “most visited sites globally.” By contrast, Japan comprises 17 percent of traffic, and 11 percent originates from Russia. Direct traffic accounts for almost half – or 44.86 percent – of search traffic around the world, followed by search (33.83 percent), referral (approximately 15.03 percent), paid (4.28 percent) and social (2.01 percent.)

In other technology news from fashion retailers, last year H&M provided a digital makeover to its eCommerce website and mobile app to offer online shoppers a myriad of new features. Using visual search, customers can upload a photo and the platform then uses the image to find relevant items. It was also reported that customers can find products by scanning price tags to check color and size options. Additionally, the upgraded platforms let customers review their online purchases on a five-star scale and offer feedback on size and fit.