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EMARKETER

Direct traffic dominates fashion ecommerce

Article by Emmy Liederman  |  Oct 8, 2025
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Direct traffic dominates fashion ecommerce
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Topics
Apparel & Accessories
Retail Ecommerce Sales
Direct Marketing
United States
Traffic Share to US Fashion and Apparel Websites, by Marketing Channel, July 2024-June 2025 (% of total)
E-Mail ChartDownload

Key stat: Most (53.7%) visits to US fashion and apparel websites came from direct traffic between July 2024 and June 2025, per an August SimilarWeb report.

Beyond the chart:

  • Traffic on US fashion ecommerce sites has suffered recently, with Nike and Nordstrom Rack seeing a 20% YoY dip in June, per an August Similarweb report.
  • US apparel brands saw a higher ROAS on search ($12.0) than social ($8.7) in Q1 2025, per a March Cart.com report.

Use this chart: Marketers can use this chart to prioritize building a strong brand identity through campaigns, awareness drivers, or other forms of top-of-funnel advertising that drives direct traffic.

Related EMARKETER reports:

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