Top Apparel & Fashion Websites in Italy

Name: Top websites in Italy (Apparel & Fashion)
Creator: Semrush
License: https://smrs.toolshope.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 Italy, Updated September 2026

September 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

vinted.it

19.74M

53.75%10.61M

46.25%9.13M

↑29.86%

↑29.02%

Direct

zalando.it

11.76M

23.9%2.81M

76.1%8.95M

↑18.46%

↓7.73%

Direct

shein.com

8.01M

14.51%1.16M

85.49%6.85M

↓4.88%

↑44.55%

Direct

maximiles.com

4.2M

3.29%138.05K

96.71%4.06M

↑107.9%

↓7.62%

Direct

hm.com

3.57M

21.44%766.4K

78.56%2.81M

↑55.38%

↑2.49%

Direct

threads.com

3.32M

31.63%1.05M

68.37%2.27M

↑1.66%

↑187.51%

Direct

vogue.it

3.27M

9.16%299.28K

90.84%2.97M

↑41.21%

↓27.85%

Direct

asos.com

2.97M

22.75%674.67K

77.25%2.29M

↑11.74%

↑28.59%

Referral

zara.com

2.9M

33.27%963.39K

66.73%1.93M

↑9.44%

↑4.24%

Direct

zalando-prive.it

2.67M

26.39%705.68K

73.61%1.97M

↑13.7%

↓9.65%

Direct

cisalfasport.it

2.4M

16.47%394.91K

83.53%2M

↑46.5%

↓0.77%

Direct

adidas.it

2.36M

22.33%527.51K

77.67%1.83M

↓1.3%

↑8.56%

Direct

privalia.com

2.09M

30.53%639.36K

69.47%1.45M

↑15.59%

↓20.55%

Direct

ovs.it

1.94M

15.85%307.73K

84.15%1.63M

↓21.79%

↑0.41%

Direct

bonprix.it

1.7M

9.29%158.27K

90.71%1.54M

↑12.81%

↑10.37%

Direct

matrimonio.com

1.44M

30.65%440.39K

69.35%996.58K

↑9.99%

↓32.05%

Direct

yoox.com

1.36M

25.68%348.77K

74.32%1.01M

↓12.51%

↓14.64%

Direct

terranovastyle.com

1.35M

7.65%103.19K

92.35%1.25M

↑9.43%

↑8.72%

Direct

bershka.com

1.28M

19.29%246.54K

80.71%1.03M

↑37.59%

↑9.6%

Direct

footlocker.it

1.23M

21.6%266.21K

78.4%966.29K

↑7.15%

↑39.62%

Direct

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

As of September 2026, vinted.it leads Apparel & Fashion in Italy with 19.74M monthly visits. Its audience skews desktop-first (53.75% desktop / 53.75% mobile), and traffic is up month over month 29.86% and up year over year 29.02%. zalando.it holds second with 11.76M visits and a mobile-leaning mix (23.9% desktop / 76.1% mobile), while shein.com ranks third with 8.01M visits.

Across the leaders, marinarinaldi.com is the most mobile-first (98.34% of visits), whereas mercatinousato.com is the most desktop-reliant (57.16%). Momentum favors marinarinaldi.com in the latest month (291.1%), while lesacoutlet.it shows the steepest pullback.

Acquisition patterns also differ: vinted.it is driven primarily by search, vinted.it by direct, and vinted.it by referral; overall, 99 of the top 100 sites are direct-led, 0 are search-led, and 1 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 Italy