Top Apparel & Fashion Websites in Sweden

Name: Top websites in Sweden (Apparel & Fashion)
Creator: Semrush
License: https://srush.toolspur.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 June 2026

June 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

zalando.se

4.42M

29.69%1.31M

70.31%3.11M

↑7.61%

↓8.3%

Direct

boozt.com

1.95M

24.46%476.14K

75.54%1.47M

↑8.09%

↑0.13%

Direct

hm.com

1.92M

32.94%633.78K

67.06%1.29M

↑17.63%

↓7.69%

Direct

sellpy.se

1.43M

39.54%565.69K

60.46%864.81K

↓29.39%

↑13.63%

Direct

ginatricot.com

1.06M

15.37%163.2K

84.63%898.69K

↑27%

↑70.88%

Direct

ellos.se

964.55K

21.47%207.13K

78.53%757.43K

↓12.59%

↑36.19%

Direct

lindex.com

959.59K

11.53%110.67K

88.47%848.92K

↓1.93%

↑22.1%

Direct

booztlet.com

917.62K

21.19%194.49K

78.81%723.13K

↓8.91%

↓28.34%

Direct

lager157.com

869.61K

25.37%220.59K

74.63%649.02K

↓4.35%

↑34.7%

Direct

kappahl.com

739.11K

13.35%98.64K

86.65%640.47K

↑12.71%

↓17.23%

Direct

asos.com

650.96K

39.59%257.74K

60.41%393.23K

↑1.45%

↓10.1%

Direct

stadiumoutlet.se

644.64K

23.47%151.29K

76.53%493.35K

↓21.03%

↓11.59%

Direct

adidas.se

621.51K

27.01%167.84K

72.99%453.67K

↑10.2%

↓0.55%

Direct

threads.com

614.89K

52.58%323.29K

47.42%291.6K

↑11.04%

↑617.38%

Direct

dressmann.com

531.81K

28.61%152.15K

71.39%379.66K

↓1.07%

↑5.12%

Direct

zara.com

499.68K

58.62%292.89K

41.38%206.79K

↓25.47%

↑13.82%

Direct

nelly.com

429.29K

27.19%116.72K

72.81%312.57K

↓3.61%

↑16.72%

Direct

arket.com

424.75K

20.2%85.79K

79.8%338.97K

↓29.91%

↑33.1%

Direct

uniqlo.com

422.73K

24.83%104.94K

75.17%317.78K

↓12.02%

↑38.35%

Direct

johnhenric.com

418.17K

10.1%42.23K

89.9%375.94K

↑61.15%

↑118.09%

Direct

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

As of June 2026, zalando.se leads Apparel & Fashion in Sweden with 4.42M monthly visits. Its audience skews mobile-first (29.69% desktop / 29.69% mobile), and traffic is up month over month 7.61% and down year over year -8.3%. boozt.com holds second with 1.95M visits and a mobile-leaning mix (24.46% desktop / 75.54% mobile), while hm.com ranks third with 1.92M visits.

Across the leaders, esinakan.com is the most mobile-first (100% of visits), whereas massimodutti.com is the most desktop-reliant (77.95%). Momentum favors esinakan.com in the latest month (835.67%), while na-kd.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, 4 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