With London Fashion Week underway, trends data provider SEMrush crunched online fashion search data to uncover online shopping trends and the most popular e-commerce sites in terms of fashion sales, over the past year.
Overall, traffic for online fashion sites increased by 27%. In the UK, the busiest e-commerce sites were ASOS, followed by Next and Adidas. This follows from SEMrush’s initial study, published more than a year ago, which found that ASOS (asos.com) was the most visited fashion site, globally. But in February 2018, H&M (hm.com) stole the lead. As of September 2018, we found that globally, Macy’s (macys.com) has surged past both ASOS and H&M:
During the last 12 months, the most searched brand on Google worldwide was H&M, followed by ZARA, Adidas and Nike. In the UK, browsers were most interested in New Look, TopShop, Boohoo and River Island.
SEMrush looked at the e-commerce fashion sites and brands that are most queried by shoppers who use the specific keyword, “online.” Globally, the analysis found that the fashion sites most queried with the “online” keyword are H&M, ZARA and C&A Online Shop. Primark is the leader in searches using the “online” keyword in the U.K., followed by Zara and H&M.
Globally, the most popular e-commerce site searched for men is Zara and for women Ugg. “Zara man” and “Uggs for women” were the keywords used most frequently in search queries throughout the year. In the U.K., people searched mostly for “Zara man” for men’s fashion and “Vans” for women’s.