Top Apparel & Fashion Websites in Sweden

Name: Top websites in Sweden (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 Sweden, Updated July 2026

July 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

zalando.se

3.51M

35.5%1.25M

64.5%2.27M

↓20.48%

↓11.09%

Direct

hm.com

2.05M

35.63%731.59K

64.37%1.32M

↑6.71%

↓8.65%

Direct

boozt.com

1.98M

26.47%523.44K

73.53%1.45M

↑1.6%

↑2.28%

Direct

sellpy.se

1.63M

36.57%596.61K

63.43%1.03M

↑14.03%

↑11.52%

Direct

booztlet.com

1.09M

16.51%179.21K

83.49%906.25K

↑18.29%

↓25.49%

Direct

ellos.se

1.05M

22.57%236.44K

77.43%811.18K

↑8.61%

↑36.76%

Direct

lager157.com

1M

22.65%227.19K

77.35%775.85K

↑15.34%

↑37.66%

Direct

stadiumoutlet.se

847.4K

18.1%153.38K

81.9%694.02K

↑31.45%

↓11.21%

Direct

lindex.com

811.86K

12.32%100.01K

87.68%711.85K

↓15.39%

↑28.51%

Direct

ginatricot.com

758.92K

17.3%131.33K

82.7%627.6K

↓28.53%

↑44.89%

Direct

threads.com

754.11K

44.31%334.18K

55.69%419.93K

↑22.64%

↑407.61%

Direct

asos.com

646.61K

44.26%286.16K

55.74%360.45K

↓0.67%

↓14.57%

Direct

adidas.se

613.09K

29.68%181.99K

70.32%431.1K

↓1.35%

↓0.98%

Direct

kappahl.com

590.49K

13.09%77.32K

86.91%513.17K

↓20.11%

↓13.09%

Direct

zara.com

578.93K

46.02%266.44K

53.98%312.49K

↑15.86%

↑12.32%

Direct

dressmann.com

506.68K

25.07%127.03K

74.93%379.64K

↓4.73%

↑1.46%

Direct

uniqlo.com

418.87K

28.28%118.45K

71.72%300.42K

↓0.91%

↑27.03%

Direct

ecco.com

418.47K

7.39%30.94K

92.61%387.53K

↑311.41%

↑34.85%

Direct

next.se

402.94K

13.5%54.41K

86.5%348.52K

↓1.57%

↑130.25%

Direct

arket.com

390.95K

22.96%89.77K

77.04%301.19K

↓7.96%

↑26.62%

Direct

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Key Insights on Top Apparel & Fashion Websites in Sweden on July 2026

As of July 2026, zalando.se leads Apparel & Fashion in Sweden with 3.51M monthly visits. Its audience skews mobile-first (35.5% desktop / 35.5% mobile), and traffic is down month over month -20.48% and down year over year -11.09%. hm.com holds second with 2.05M visits and a mobile-leaning mix (35.63% desktop / 64.37% mobile), while boozt.com ranks third with 1.98M visits.

Across the leaders, esinakan.com is the most mobile-first (100% of visits), whereas massimodutti.com is the most desktop-reliant (56.39%). Momentum favors modlily.com in the latest month (4,279.81%), while johnhenric.com shows the steepest pullback.

Acquisition patterns also differ: zalando.se is driven primarily by search, zalando.se by direct, and zalando.se by referral; overall, 95 of the top 100 sites are direct-led, 3 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 Sweden