Top Apparel & Fashion Websites in Sweden

Name: Top websites in Sweden (Apparel & Fashion)
Creator: Semrush
License: /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 September 2026

September 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

zalando.se

3.78M

37.2%1.41M

62.8%2.38M

↑0.36%

↓16.37%

Direct

boozt.com

2.06M

31.25%644.82K

68.75%1.42M

↓19.45%

↑7.41%

Direct

hm.com

2.02M

36.09%729.67K

63.91%1.29M

↓2.65%

↓10.18%

Direct

sellpy.se

1.77M

43.78%773.56K

56.22%993.42K

↓21.06%

↑7.45%

Direct

ellos.se

1.53M

21.59%330.55K

78.41%1.2M

↑4.23%

↑27.96%

Direct

asos.com

1.23M

28.08%344.67K

71.92%882.64K

↑1.23%

↓6.26%

Referral

lager157.com

877.99K

28.45%249.82K

71.55%628.17K

↓13.93%

↑30.89%

Direct

ginatricot.com

794.48K

26.76%212.6K

73.24%581.88K

↓2.07%

↓2.32%

Direct

lindex.com

757.59K

16%121.2K

84%636.39K

↓17.53%

↑10.88%

Direct

stadiumoutlet.se

740.56K

18.13%134.26K

81.87%606.3K

↑8.36%

↓8.31%

Direct

arket.com

715.95K

18.49%132.41K

81.51%583.54K

↑10.44%

↑15.21%

Direct

uniqlo.com

709.75K

24.61%174.69K

75.39%535.06K

↑4.81%

↑20.89%

Direct

zara.com

691.58K

44.27%306.16K

55.73%385.42K

↑51.54%

↓1.02%

Direct

threads.com

598.83K

53.41%319.86K

46.59%278.97K

↓13.8%

↑203.5%

Direct

booztlet.com

590.07K

36.12%213.16K

63.88%376.91K

↓61.19%

↓22.12%

Direct

cos.com

549.84K

13.24%72.8K

86.76%477.04K

↑49.09%

↑10.67%

Direct

weekday.com

536.8K

20.96%112.52K

79.04%424.28K

↑76.86%

↑19.58%

Direct

dressmann.com

530.93K

22.55%119.75K

77.45%411.18K

↓9.6%

↓2.34%

Direct

next.se

520.22K

11.05%57.46K

88.95%462.76K

↓0.35%

↑160.34%

Direct

kappahl.com

485.14K

24.23%117.53K

75.77%367.61K

↓9.1%

↓17.86%

Direct

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

As of September 2026, zalando.se leads Apparel & Fashion in Sweden with 3.78M monthly visits. Its audience skews mobile-first (37.2% desktop / 37.2% mobile), and traffic is up month over month 0.36% and down year over year -16.37%. boozt.com holds second with 2.06M visits and a mobile-leaning mix (31.25% desktop / 68.75% mobile), while hm.com ranks third with 2.02M visits.

Across the leaders, thesustainablesequincompany.com is the most mobile-first (100% of visits), whereas nlyman.com is the most desktop-reliant (65.47%). Momentum favors morrisstockholm.com in the latest month (1,264.71%), while ecco.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, 89 of the top 100 sites are direct-led, 4 are search-led, and 2 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