Top Apparel & Fashion Websites in Germany

Name: Top websites in Germany (Apparel & Fashion)
Creator: Semrush
License: https://ngstb2.fadxfab.com/company/legal/terms-of-service/

Based on data from the Semrush Traffic Analytics tool, this page reveals the most visited websites. We will be updating this list on a monthly basis, so you can keep track of all the market shifts and spot changes in user interest.

Most Visited Apparel & Fashion Websites in Germany, Updated March 2026

March 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

zalando.de

27.81M

29.85%8.3M

70.15%19.51M

↑42.19%

↑11.89%

Direct

shein.com

12.74M

14.67%1.87M

85.33%10.87M

↑34.08%

↑83.73%

Direct

hm.com

10.93M

17.72%1.94M

82.28%9M

↑53.13%

↑10.5%

Direct

vinted.de

9.47M

60.15%5.7M

39.85%3.77M

↑22.75%

↑36.21%

Direct

aboutyou.de

7.22M

21.31%1.54M

78.69%5.68M

↑66.7%

↑15.89%

Direct

bonprix.de

7.15M

11.48%821.3K

88.52%6.33M

↑85.11%

↓6.21%

Direct

zara.com

5.76M

25.33%1.46M

74.67%4.3M

↑45.32%

↑26.62%

Direct

breuninger.com

5.47M

19.14%1.05M

80.86%4.42M

↑47.24%

↑21.42%

Direct

deichmann.com

5.37M

11.12%597K

88.88%4.77M

↑98.95%

↓2.25%

Direct

threads.com

5.1M

43.97%2.24M

56.03%2.86M

↑47.53%

↑49,494.63%

Direct

asos.com

4.94M

26.08%1.29M

73.92%3.65M

↑55.22%

↑8.21%

Direct

limango.de

4.8M

18.93%908.02K

81.07%3.89M

↑58.06%

↑3.99%

Direct

ernstings-family.de

4.2M

7.38%309.89K

92.62%3.89M

↑75.74%

↑30.58%

Direct

baur.de

3.4M

19.69%669.63K

80.31%2.73M

↑84.07%

↓13.27%

Direct

uniqlo.com

2.83M

35.03%990.1K

64.97%1.84M

↑30.13%

↑46.14%

Direct

zalando-lounge.de

2.62M

45.03%1.18M

54.97%1.44M

↑16.11%

↑15.6%

Direct

peek-cloppenburg.de

2.61M

25.6%668.97K

74.4%1.94M

↑8.8%

↓11.8%

Direct

tradeinn.com

2.23M

30.73%686.36K

69.27%1.55M

↑101.48%

↓16.53%

Direct

emp.de

2.21M

16.81%371.14K

83.19%1.84M

↑118.01%

↓14.45%

Direct

kik.de

2.19M

8.47%185.38K

91.53%2M

↑67.34%

↑7.28%

Direct

More data. Sharper moves. Faster growth.

Leverage Traffic & Market intelligence to size markets, evaluate competitors, and guide strategic moves.

Traffic Overview

See how competitors attract and engage audiences.

Market Benchmarking

Measure share, growth, and performance across industries.

AI Traffic

Track how AI tools drive visibility and influence discovery.

Competitor Monitoring

Track shifts in traffic, campaigns, and strategies.

Key Insights on Top Apparel & Fashion Websites in Germany on March 2026

As of March 2026, zalando.de leads Apparel & Fashion in Germany with 27.81M monthly visits. Its audience skews mobile-first (29.85% desktop / 29.85% mobile), and traffic is up month over month 42.19% and up year over year 11.89%. shein.com holds second with 12.74M visits and a mobile-leaning mix (14.67% desktop / 85.33% mobile), while hm.com ranks third with 10.93M visits.

Across the leaders, more-and-more.de is the most mobile-first (96.89% of visits), whereas vinted.de is the most desktop-reliant (60.15%). Momentum favors smilodox.com in the latest month (723.24%), while hobbii.de shows the steepest pullback.

Acquisition patterns also differ: zalando.de is driven primarily by search, zalando.de by direct, and zalando.de by referral; overall, 98 of the top 100 sites are direct-led, 2 are search-led, and 0 lean on social.

These insights come from the Traffic & Market Toolkit, enriched with extensive clickstream data.

Our AI algorithms analyze petabytes of information from a blend of proprietary and external data pools, reflecting the online activities of over 200 million anonymized users.

For more detailed information on our data-gathering and analysis process, please visit our information page here.

Top Apparel & Fashion Websites in Germany