Shein has been nudged down one peg by The Iconic in terms of total website traffic across Australia’s fashion market for the month of December, 2024.
The latest stats from Semrush show that The iconic had 5.94 million website visits last month, just past Shein which recorded 5.64 million views.
Leading the Australian fashion space in website traffic is Myer, with 14.8 million visits in December, more than double The Iconic.
David Jones comes fourth, with 5.45 million views, while Shopify’s Shop marketplace comes in at number 5 with 5.21 views.
The Shop marketplace has seen the largest website traffic rise year-on-year, up 50.3 per cent, with Shein growing by 12.33 per cent. David Jones has lifted by 4.13 per cent year-on-year, while there has been less than one per cent growth for both Myer and The Iconic.
In month-on-month terms, The Iconic and Shein have seen a drop in website visits - 13.95 per cent and 6.03 per cent respectively. Myer, however, recorded a 20 per cent lift in December 2024 compared to the month prior.
Nearly two-thirds (71 per cent) of The Iconic’s online shoppers in December accessed the platform via desktop computer, with the rest via mobile, and with similar balances seen at David Jones and the Shop marketplace.
More Shein shoppers, however, accessed the fast fashion platform’s website via mobile, same with Myer shoppers.
Rounding off the top ten fashion brands in terms of total website traffic in Australia in December, in order, are Uniqlo (2.95 million), Cotton On (2.95 million), JD Sports (2.45 million), Culture Kings (1.97 million) and Asos (1.62 million).
At the end of the top 20 list by Semrush, fashion brand Katies recorded a 33 per cent month-on-month lift in website traffic in December 2024 to 921,100 views. The mature-aged fashion brand is a subsidiary of Mosaic Brands, a fashion group currently in voluntary administration and seeking a sale.
Late last year, receivers of the group placed Katies into liquidation. The brand is still currently undergoing a closing down sale.
More than 80 per cent of shoppers accessed the Katies website via mobile.
Other notable changes in the top 20 list include a 70 per cent year-on-year lift in website traffic by Glassons, and more than 40 per cent lifts for both Princess Polly and Universal Store.
British circular fashion marketplace Depop also recorded a yearly surge in Australia, up 63 per cent.
Meawhile, Asos and Culture Kings recorded yearly drops in website traffic - at 31.49 per cent and 18.4 per cent respectively.