H&M proves its global prowess in this newest set of web traffic data, but U.S. stalwart Macy’s is still showing its staying power. When SEMrush first published its list of top retailers by web traffic in 2017, Asos was on top followed by H&M and Macy’s, respectively. At that time, U.S. visitors provided a notably larger share of traffic with 57.5% of visitors to the firm’s list of top sites.
In the 2018 roundup, Nordstrom.com was on top nationally for web traffic, with Asos in first in the U.K. Macy’s was the most searched fashion commerce website in the United States, with H&M holding the number one global spot for search.
Both H&M and Macy’s have ramped up their loyalty programs. Last spring, Macy’s expanded its Star Rewards loyalty program to include customers who don’t have a Macy’s credit card. These “Bronze” tier members can get discounts on certain days along with birthday offers. More recently, H&M expanded its app-focused loyalty program to the United States (its 17th global market to get the H&M Member program) offering discounts, digital receipts and free shipping for purchases over $40.
