- Marjorie van Elven
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Next.co.uk is the most-trafficked apparel retail website in the United
Kingdom, with 17.13 million visits in March, 29.6 percent more than the
month prior, according to web analytics firm SimilarWeb. Asos is the runner
up, with 13.7 million visits, followed by Shein, H&M and Matalan.
How the top 10 apparel retail websites in the UK obtain their
traffic
All the websites mentioned above saw an increase in traffic in March,
except for Shein, which has seen a decrease of 2 million visits compared to
February; and Boohoo and Zara, whose traffic has remained the same in those
two months.
Most of the traffic received by the top 10 apparel retail websites in
the UK is driven by organic visits (when users type the web address
directly into the browser) and organic search (when users search for the
brand name on a search engine), which is indicative of high brand
awareness. The combination of organic and paid search (when brands pay to
be above search results) accounts for nearly 38 percent of all visits.
Display ads on third-party websites, apps and social media are the third
largest contributor of traffic.
In the case of Next, an impressive 94 percent of the traffic comes from
organic visits or search, with the rest of the traffic coming from display
ads or paid search. For Asos, the proportion of organic traffic versus paid
traffic is 84.7 percent to 15.3 percent.
Coming at third place, Shein.co.uk relies heavily on ads: nearly 44
percent of its web traffic is obtained that way. Its drop in traffic may
have resulted from decreased investments in advertising.
SimilarWeb also revealed that most UK shoppers prefer to use their
mobile to visit these websites. 65 percent of all traffic received by the
10 websites in March came from mobile devices.
Picture: Next.co.uk screenshot
