Top Apparel & Fashion Websites in Germany

Name: Top websites in Germany (Apparel & Fashion)
Creator: Semrush
License: https://semt2.seotoolzbundle.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 September 2026

September 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

zalando.de

20.84M

33.19%6.92M

66.81%13.93M

↓3.11%

↑4.79%

Direct

vinted.de

11.29M

49.5%5.59M

50.5%5.7M

↑10.52%

↑33.03%

Direct

hm.com

8.9M

24.17%2.15M

75.83%6.75M

↑8.57%

↑19.07%

Direct

bonprix.de

6.98M

10.86%758.15K

89.14%6.22M

↑24.1%

↑1.71%

Direct

asos.com

6.01M

27.01%1.62M

72.99%4.38M

↑2.21%

↑41.71%

Direct

aboutyou.de

5.79M

24.1%1.4M

75.9%4.4M

↑14.16%

↑19.7%

Direct

threads.com

4.72M

52.64%2.48M

47.36%2.23M

↑20.44%

↑213.02%

Direct

zara.com

4.4M

33.6%1.48M

66.4%2.92M

↑25.13%

↑12.95%

Direct

shein.com

4.06M

26.35%1.07M

73.65%2.99M

↓0.14%

↑26.21%

Direct

limango.de

3.49M

18.99%663.08K

81.01%2.83M

↓5.97%

↓10.87%

Direct

deichmann.com

3.38M

14.73%497.47K

85.27%2.88M

↓1.44%

↑12.19%

Direct

breuninger.com

3.06M

29.96%916.27K

70.04%2.14M

↓30.38%

↑2.27%

Direct

uniqlo.com

2.71M

35.11%949.95K

64.89%1.76M

↑32%

↑27.92%

Direct

peek-cloppenburg.de

2.59M

22.2%573.9K

77.8%2.01M

↑23.6%

↓14.33%

Direct

baur.de

2.47M

21.28%524.61K

78.72%1.94M

↓7.22%

↓13.84%

Direct

sellpy.de

2.17M

22.33%485.43K

77.67%1.69M

↑18.28%

↑30.26%

Direct

c-and-a.com

2.07M

25.54%529.51K

74.46%1.54M

↓11.24%

↓10.32%

Direct

kik.de

2.06M

9.29%191.78K

90.71%1.87M

↑5.05%

↓5.5%

Direct

ernstings-family.de

2.05M

12.88%263.69K

87.12%1.78M

↑11.08%

↓3.61%

Direct

zalando-lounge.de

2.04M

51.91%1.06M

48.09%982.34K

↑7.68%

↓13.98%

Direct

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

As of September 2026, zalando.de leads Apparel & Fashion in Germany with 20.84M monthly visits. Its audience skews mobile-first (33.19% desktop / 33.19% mobile), and traffic is down month over month -3.11% and up year over year 4.79%. vinted.de holds second with 11.29M visits and a mobile-leaning mix (49.5% desktop / 50.5% mobile), while hm.com ranks third with 8.9M visits.

Across the leaders, mcarthurglen.com is the most mobile-first (95.74% of visits), whereas blitzrechner.de is the most desktop-reliant (55.51%). Momentum favors dilling.de in the latest month (179.89%), while birkenstock.com 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, 1 are search-led, and 1 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