Top Apparel & Fashion Websites in Italy

Name: Top websites in Italy (Apparel & Fashion)
Creator: Semrush
License: https://semrush2.visionseotools.cloud/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 May 2026

May 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

shein.com

23.2M

7.24%1.68M

92.76%21.52M

↓3.82%

↑127.34%

Direct

vinted.it

14.18M

63.78%9.04M

36.22%5.14M

↑1.7%

↑26.33%

Direct

zalando.it

9.65M

31.81%3.07M

68.19%6.58M

↓1.38%

↓2.53%

Direct

zara.com

4.01M

26.14%1.05M

73.86%2.96M

↑12.11%

↑8.46%

Direct

vogue.it

3.51M

8.35%292.75K

91.65%3.22M

↑41.04%

↓23.91%

Direct

threads.com

3.29M

35.68%1.17M

64.32%2.12M

↑5.14%

↑1,045.67%

Direct

maximiles.com

3.08M

3.22%99.21K

96.78%2.98M

↑23.5%

↓15.76%

Direct

adidas.it

2.35M

22.78%535.17K

77.22%1.81M

↑8.68%

↑13.13%

Direct

privalia.com

2.29M

28.03%642.21K

71.97%1.65M

↓19.55%

↓7.16%

Direct

ovs.it

2.24M

14.65%328.22K

85.35%1.91M

↑20.89%

↓0.1%

Direct

hm.com

2.12M

26.23%556.8K

73.77%1.57M

↑14.54%

↓3.02%

Direct

cisalfasport.it

2.06M

18.61%382.7K

81.39%1.67M

↑35.93%

↑3.5%

Direct

zalando-prive.it

1.91M

39.98%761.77K

60.02%1.14M

↑4.48%

↑2.75%

Direct

bonprix.it

1.8M

11.69%210.73K

88.31%1.59M

↑64.01%

↓5.74%

Direct

matrimonio.com

1.61M

26%417.55K

74%1.19M

↓0.82%

↓12.01%

Direct

scalapay.com

1.24M

13.75%170.02K

86.25%1.07M

↑41.42%

↑4.31%

Direct

mango.com

1.22M

21.98%267.47K

78.02%949.41K

↓9.83%

↑20.46%

Direct

terranovastyle.com

1.18M

8.39%99.15K

91.61%1.08M

↑42.58%

↑7.92%

Direct

asos.com

1.13M

33.95%383.13K

66.05%745.24K

↓19.94%

↓0.69%

Direct

yoox.com

1.1M

28.39%313.36K

71.61%790.24K

↑15.92%

↓12.56%

Direct

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

As of May 2026, shein.com leads Apparel & Fashion in Italy with 23.2M monthly visits. Its audience skews mobile-first (7.24% desktop / 7.24% mobile), and traffic is down month over month -3.82% and up year over year 127.34%. vinted.it holds second with 14.18M visits and a desktop-leaning mix (63.78% desktop / 36.22% mobile), while zalando.it ranks third with 9.65M visits.

Across the leaders, bantoa.com is the most mobile-first (98.47% of visits), whereas vinted.it is the most desktop-reliant (63.78%). Momentum favors occhiali24.it in the latest month (94.56%), while previterapelletteria.it shows the steepest pullback.

Acquisition patterns also differ: shein.com is driven primarily by search, shein.com by direct, and shein.com by referral; overall, 96 of the top 100 sites are direct-led, 3 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