Top Apparel & Fashion Websites in Sweden

Name: Top websites in Sweden (Apparel & Fashion)
Creator: Semrush
License: https://sem.toolcookies.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 April 2026

April 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

zalando.se

4.83M

30.21%1.46M

69.79%3.37M

↑4.1%

↑0.15%

Direct

sellpy.se

2.58M

27.99%722.7K

72.01%1.86M

↓18.95%

↑27.68%

Direct

hm.com

2.16M

26.82%578.47K

73.18%1.58M

↓26.21%

↑1.36%

Direct

boozt.com

1.76M

32.9%579.37K

67.1%1.18M

↓28.01%

↑2.42%

Direct

ellos.se

1.65M

15.36%253.36K

84.64%1.4M

↓11.06%

↑35.16%

Direct

lindex.com

1.23M

9.44%116.35K

90.56%1.12M

↓23.8%

↑25.61%

Direct

lager157.com

1.08M

18.63%200.82K

81.37%877.05K

↓18.2%

↑32.79%

Direct

ginatricot.com

975.47K

18.92%184.53K

81.08%790.93K

↓13.32%

↑116.06%

Direct

booztlet.com

796.65K

22.76%181.33K

77.24%615.32K

↑18.91%

↓18.69%

Direct

stadiumoutlet.se

783.68K

17.15%134.44K

82.85%649.25K

↓7.05%

↓6.3%

Direct

kappahl.com

754.82K

11.27%85.08K

88.73%669.75K

↓33.39%

↓11.34%

Direct

uniqlo.com

725.79K

15.72%114.1K

84.28%611.7K

↑2.33%

↑72.1%

Direct

asos.com

676.99K

31.97%216.41K

68.03%460.57K

↓14.89%

↑2.16%

Direct

bonprix.se

643.65K

11.27%72.51K

88.73%571.14K

↓11.99%

↓6.36%

Direct

zara.com

595.56K

44.69%266.18K

55.31%329.39K

↓31.88%

↑24.53%

Direct

nelly.com

553.53K

25.72%142.36K

74.28%411.17K

↓20.59%

↑26.92%

Direct

threads.com

547.68K

49.44%270.77K

50.56%276.92K

↓28.41%

↑8,899.28%

Direct

tradeinn.com

544.55K

33.21%180.86K

66.79%363.69K

↓26.18%

↑58.7%

Direct

adidas.se

471.77K

39.49%186.31K

60.51%285.46K

↓35.12%

↓6.03%

Direct

arket.com

463.06K

19.24%89.08K

80.76%373.98K

↓47.76%

↑64.4%

Direct

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

As of April 2026, zalando.se leads Apparel & Fashion in Sweden with 4.83M monthly visits. Its audience skews mobile-first (30.21% desktop / 30.21% mobile), and traffic is up month over month 4.1% and up year over year 0.15%. sellpy.se holds second with 2.58M visits and a mobile-leaning mix (27.99% desktop / 72.01% mobile), while hm.com ranks third with 2.16M visits.

Across the leaders, thesustainablesequincompany.com is the most mobile-first (100% of visits), whereas aboutyou.se is the most desktop-reliant (62.75%). Momentum favors siroko.com in the latest month (1,582.66%), while aboutyou.se 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, 88 of the top 100 sites are direct-led, 8 are search-led, and 4 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