Top Apparel & Fashion Websites in Germany

Key Insights on Top Apparel & Fashion Websites in Germany on January 2026

As of January 2026, zalando.de leads Apparel & Fashion in Germany with 23.97M monthly visits. Its audience skews mobile-first (33.21% desktop / 33.21% mobile), and traffic is down month over month -1.25% and up year over year 6.81%. shein.com holds second with 11.4M visits and a mobile-leaning mix (11.47% desktop / 88.53% mobile), while vinted.de ranks third with 8.64M visits.

Across the leaders, xuits.com is the most mobile-first (99.47% of visits), whereas karmanow.com is the most desktop-reliant (86.82%). Momentum favors vivobarefoot.com in the latest month (616.35%), while marc-o-polo.com shows the steepest pullback. On a yearly view, threads.com posts the strongest expansion (30,671.67%), contrasted with takko.com (-33.28%).

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