The International Digital Marketing Agency Eskimoz unveils its barometer dedicated to the most visible fashion brands on the Internet. Online research is a reflex for consumers who want to discover new brands, Compare prices or find the latest trends. This barometer analyzes the digital strategies of players in the sector and highlights those who stand out on Google and online advertising.
Distance selling specialists dominate the market, with Zalando (24 %) a Vinted (23 %) capturing almost half of SEO traffic (natural referencing) total. La Redoute (14 %) and Veepee (11 %) remain strong challengers, while niche platforms like Vestiaire Collective and Farfetch (2% each) struggle to compete. On their side, mass-market chains and multi-brand independents continue their digital transition. Kiabi dominates SEO (natural referencing) of mass distribution (28% market share), followed by Run (17 %) and Galeries Lafayette (14 %). Sports store side, Decathlon crushes the competition with 55% SEO share, in front of Intersport (19 %), in strong progress.
Clothing brands looking for online visibility
In the world of fashion brands, Zara (12 %) and H&M (10 %) share first place in SEO, followed by Uniqlo (5 %), Mango (4 %) and Celio (3 %). The rise of challengers like Bershka and Sézane shows an ultra-competitive market, where each brand refines its digital strategy to capture more organic traffic. Nevertheless, fashion industry sees slight decline in overall SEO traffic in 2024 (-4 %), particularly due to the decline in sports stores (-32 million visits) and distance selling specialists (-8 million visits). During this time, clothing brands have stabilized their traffic (222 million visits). With an SEO/total ratio of 52%, sports stores remain the most dependent on organic traffic, while distance selling specialists (30 %) compensate with other levers. This shift highlights SEO saturation for certain segments and a growing adoption of multichannel strategies.
The SEA, a complementary lever to capture attention
Although SEO remains the main source of traffic for the fashion industry, the SEA (paid referencing) plays a key role in strengthening the online presence of brands and retailers. It now represents 8% of total traffic, with a predominance of distance selling specialists, which capture 39% of the SEA market share. If major brands and clothing brands prioritize natural referencing above all else, they do not hesitate to activate paid campaigns to gain visibility on strategic queries, especially during commercial highlights.
An increasingly mobile and senior audience
Eskimoz study shows that 90% of fashion e-commerce visits come from mobile in 2024, against 75% in 2023, confirming an explosion in smartphone shopping. Another key trend : 70% of traffic is generated by Internet users over 45 years old, demonstrating the evolution of online purchasing behavior. “Our barometer highlights an ultra-competitive market where each player must rethink their digital strategy to capture an increasingly mobile and demanding audience. Industry leaders are taking full advantage of SEO to maximize their visibility, while some niches, like second-hand platforms, display impressive growth dynamics”, summarizes Jérémy Lacoste, general director of Eskimoz.
