The U.S. fashion e-commerce sector in 2025 has reached a valuation of approximately $217 billion, with over 59% of all apparel sales now occurring online. The market is currently defined by a "value-vs-prestige" split, where high-volume discount retailers compete against established legacy department stores. Based on late 2025 traffic data and market share analysis from Similarweb, Semrush, and Capital One Shopping, here are the top 10 fashion websites in the United States.
1. Macy’s: The Omnichannel Fashion Leader 👗
Macy’s remains the top-visited fashion destination in the U.S., averaging over 101 million monthly visits. Its success is driven by its "Star Rewards" loyalty integration and its position as a one-stop shop for both affordable and mid-tier designer brands.
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Official Website: https://www.macys.com
2. Shein: The Global Fast-Fashion Disruptor ⚡
With 78 million monthly visits, Shein dominates the "ultra-fast fashion" sector. It is particularly influential among Gen Z women (ages 18–24), where it captures significant market share through high-frequency product drops and viral social media marketing.
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Official Website: https://www.shein.com
3. Gap: The Standard for American Basics 👕
Gap Inc. (including Old Navy and Banana Republic) has seen a resurgence in 2025, recording 71 million monthly visits. Its focus on "elevated essentials" and a seamless unified cart across its various brands has solidified its market position.
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Official Website: https://www.gap.com
4. Nike: The Leader in Athletic and Streetwear 👟
Nike is the primary destination for athletic apparel and footwear, with over 51 million monthly visits. Its Direct-to-Consumer (DTC) strategy has been a masterclass in brand loyalty, utilizing the "SNKRS" app ecosystem to drive traffic.
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Official Website: https://www.nike.com
5. Nordstrom: The Authority on Premium Fashion 👠
Averaging 51 million visits, Nordstrom is the preferred site for luxury and high-end contemporary fashion. Its "Nordy Club" and superior customer service reputation help it maintain a high-trust relationship with affluent consumers.
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Official Website: https://www.nordstrom.com
6. Poshmark: The Premier Resale Marketplace ♻️
As sustainability becomes a core consumer value in 2025, Poshmark has maintained a top spot with 44 million monthly visits. It is the leading C2C (Consumer-to-Consumer) platform for second-hand fashion and vintage finds.
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Official Website: https://www.poshmark.com
7. JCPenney: The Value-Driven Family Destination 👨👩👧
JCPenney continues to attract 36 million monthly visits by focusing on affordable family apparel and private-label brands. It remains a critical player for budget-conscious "middle-market" American households.
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Official Website: https://www.jcpenney.com
8. Fashion Nova: The Cultural Trendsetter 📸
With 34 million monthly visits, Fashion Nova is the leading independent fast-fashion brand built entirely on social media influence. It remains the top-searched brand for "viral" and clubwear-focused aesthetics.
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Official Website: https://www.fashionnova.com
9. Victoria's Secret: The Leader in Intimates and Beauty 💖
Following its successful brand evolution, Victoria's Secret maintains 33 million monthly visits. It remains the dominant force in the U.S. intimates market, leveraging a strong mix of apparel and fragrances.
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Official Website: https://www.victoriassecret.com
10. Lululemon: The Hub for Technical Lifestyle Apparel 🧘
Lululemon rounds out the top 10 with 28 million monthly visits. It has successfully expanded beyond yoga-wear into a comprehensive "athleisure" lifestyle brand, maintaining some of the highest profit margins in the industry.
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Official Website: https://www.lululemon.com
📊 Engagement Hierarchy: Traffic and Conversion (Q4 2025)
| Platform | Primary Segment | Avg. Monthly Visits |
| Macy's | Department Store | 101.1 Million |
| Shein | Fast-Fashion | 78.4 Million |
| Gap | Lifestyle / Basics | 71.3 Million |
| Nike | Athletic / Footwear | 51.8 Million |
| Poshmark | Resale / C2C | 44.8 Million |
Strategic Insights for 2025
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Mobile Dominance: Over 78% of all fashion e-commerce traffic now originates from mobile devices, making "app-first" designs a requirement for survival.
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The Resale Revolution: Platforms like Poshmark and Mercari are no longer "niche"; they are mainstream competitors to traditional retail, as Gen Z prioritizes circular fashion.
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Social Commerce: 62% of fashion purchases are now influenced by social media discovery, particularly through TikTok Shop and Instagram integrations.
🔗 Reliable & Reputable Sources
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Semrush - Top Apparel Websites in the US (2025): https://www.semrush.com/trending-websites/us/apparel-and-fashion
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Similarweb - Fashion and Apparel Rankings: https://www.similarweb.com/top-websites/united-states/lifestyle/fashion-and-apparel/
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Capital One Shopping - US Fashion eCommerce Stats: https://capitaloneshopping.com/research/online-clothing-shopping-statistics/
