This report provides a comprehensive analysis of the top 10 fast fashion brands globally, ranked by their website traffic as of December 2025. The fast fashion landscape is a fiercely competitive arena where digital presence is paramount. This analysis, based on SEMrush data, reveals a clear hierarchy dominated by a few key players, while also highlighting the diverse strategies employed by established giants and emerging challengers. The findings underscore the critical importance of mobile first engagement, the strategic value of physical retail in a digital world, and the constant innovation required to capture the attention of the modern consumer.
The combined monthly traffic of the top 10 fast fashion brands is a staggering 752.56 million visits. The market is heavily concentrated at the top, with SHEIN alone accounting for 44.7% of the total traffic of this group. The data reveals a clear segmentation of the market into four distinct tiers, from the dominant leader to emerging players. Mobile traffic is the undisputed king, with brands like Fashion Nova and SHEIN seeing nearly 90% of their visitors on mobile devices. This report will dissect these trends, providing in depth profiles and strategic analysis of each of the top 10 fast fashion brands.
Top 10 Fast Fashion Brands by Global Website Traffic
The digital storefront is the new global high street. As of December 2025, the ranking of the world’s top fast fashion brands by website traffic reveals a landscape of intense competition and clear market stratification. The following table details the ranking based on SEMrush data.
| Rank | Brand | Domain | Monthly Visits (M) | Desktop Share | Mobile Share | MoM Change | Main Traffic Source |
| 1 | SHEIN | shein.com | 336.93 | 13.7% | 86.3% | 11.32% | Direct (55%) |
| 2 | H&M | hm.com | 96.20 | 29.0% | 71.0% | 15.69% | Direct (60%) |
| 3 | Zara | zara.com | 92.67 | 35.8% | 64.2% | 3.45% | Direct (58%) |
| 4 | Uniqlo | uniqlo.com | 78.48 | 32.3% | 67.7% | 7.44% | Direct (59%) |
| 5 | Gap | gap.com | 56.36 | 27.1% | 72.9% | 23.82% | Direct (52%) |
| 6 | ASOS | asos.com | 44.77 | 34.2% | 65.8% | 5.63% | Direct (60%) |
| 7 | Next | next.co.uk | 39.48 | 20.8% | 79.2% | +29.65% | Direct (48%) |
| 8 | Fashion Nova | fashionnova.com | 37.22 | 11.6% | 88.4% | 2.15% | Direct (57%) |
| 9 | Mango | mango.com | 29.84 | 25.7% | 74.3% | 19.20% | Direct (40%) |
| 10 | Primark | primark.com | 21.61 | 14.6% | 85.4% | 2.83% | Organic (51%) |
In Depth Fast Fashion Brand Insights
Tier 1: The Dominant Players (>90M Visits)
1. SHEIN
With an unparalleled 336.93 million monthly visits, SHEIN operates in a league of its own. Its ultra fast, data driven model and vast, ever changing inventory have made it the undisputed king of digital fast fashion. The brand’s staggering +46.45% year over year traffic growth demonstrates its relentless global expansion.
2. H&M
H&M maintains its position as a global giant with 96.20 million monthly visits. The Swedish retailer has successfully blended its vast physical store network with a robust online presence, representing about 30% of total sales. It’s healthy +11.92% YoY traffic growth shows its continued relevance.
3. Zara
Zara, the flagship of Inditex, attracts 92.67 million monthly visits and boasts an impressive +26.24% YoY growth . Renowned for its ability to bring runway trends to the masses in weeks, Zara’s integrated online and offline model and strong brand identity continue to drive significant digital traffic.
Tier 2: The Major Contenders (50 90M Visits)
4. Uniqlo
Uniqlo’s focus on high quality, functional basics has earned it a loyal following and 78.48 million monthly visits. With strong YoY growth of 17.77%, the Japanese brand is rapidly expanding its global footprint, particularly in the US and Europe.
5. Gap
An iconic American brand, Gap is experiencing a significant digital resurgence, with remarkable +67.18% YoY traffic growth, bringing it to 56.36 million monthly visits. This impressive turnaround is a result of brand revitalization efforts and strong performance from its sister brand, Old Navy.
Tier 3: The Challengers (30 50M Visits)
6. ASOS
The British online fashion pioneer attracts 44.77 million monthly visits. Despite recent financial struggles, its vast product assortment and strong brand recognition among 20 somethings keep it a major player. A planned 2026 brand relaunch aims to reenergize its growth.
7. Next
Next, a UK retail powerhouse draws 39.48 million monthly visits. Its unique ‘Total Platform’ model, providing e commerce services to other brands, alongside its own strong retail and online presence, has driven significant growth, including a recent surge in international sales.
8. Fashion Nova
With 37.22 million monthly visits, Fashion Nova has mastered the art of social media marketing. Its influencer driven model and rapid production of celebrity inspired trends have built a massive and highly engaged online community, with a staggering 88.4% of its traffic coming from mobile devices.
Tier 4: The Emerging Players (<30M Visits)
9. Mango
The Spanish brand Mango attracts 29.84 million monthly visits with its focus on contemporary, urban fashion . The company is in a major global expansion phase, planning 500 new stores by 2026, with a strong focus on the US and UK markets.
10. Primark
Primark, with 21.61 million monthly visits, is unique on this list for its reliance on physical retail. Its website is primarily a marketing tool to drive in store traffic. However, its recent expansion of a ‘Click & Collect’ service across Great Britain signals a strategic move to bridge the digital and physical worlds.
