TOP 20 FASHION WEBSITE BOUNCE RATE STATISTICS 2025
When I first started digging into fashion website bounce rate statistics, I didn’t expect to come across so many surprises—and yes, even while looking for a pair of socks. It's easy to assume that the biggest brands automatically have the lowest bounce rates, but that’s not always the case. Some sites are crushing engagement with sleek UX and lightning-fast pages, while others are still struggling with high drop-off due to cluttered designs or vague product pages. As someone who shops and builds websites alike, I wanted to look beyond the surface and explore what these bounce rates really say about the user experience. Whether you're a marketer, designer, or just a curious shopper like me, this breakdown should give you some interesting insight into who's nailing it—and who’s got work to do.
Top 20 Fashion Website Bounce Rate Statistics 2025 (EDITOR'S CHOICE)
| # | Bounce Rate (%) | Statistics | Notes / Source |
|---|---|---|---|
| 1 | 40.3% | Shein – 269M visits/month | SimilarWeb (Global) |
| 2 | 66.7% | Shop.app – 274M visits/month | Oberlo / SEMrush |
| 3 | ~33.3% | H&M – 94.6M visits/month | SimilarWeb (low bounce) |
| 4 | 27.3% | Zara – 76.5M visits/month | SimilarWeb (excellent engagement) |
| 5 | 50.8% | Uniqlo – 68.5M visits/month | Oberlo |
| 6 | 40.9% | Macys – 65.8M visits/month | Oberlo |
| 7 | 65.2% | Myntra – 58–65M visits/month | SEMrush/.Trends |
| 8 | 42.8% | ASOS – 42.4M visits/month | Oberlo |
| 9 | 40.2% | Gap – 35.4M visits/month | Oberlo |
| 10 | 52.7% | Mercari – 121M visits/month | Oberlo |
| 11 | 48.7% | FashionNova – High pages/visit | Oberlo / industry avg |
| 12 | 50.2% | Shein (alt source) | Oberlo (for cross-ref) |
| 13 | 43.7% | Zara (alt bounce) | Oberlo |
| 14 | 44.5% | H&M (alt bounce) | Oberlo |
| 15 | 35.4% | Gap (from .Trends) | SEMrush/.Trends |
| 16 | 49.1% | Boohoo – traffic not disclosed | Estimated from avg |
| 17 | 48.0% | PrettyLittleThing | Category baseline |
| 18 | 47.5% | Nordstrom – Est. 30M visits | SEMrush Estimation |
| 19 | 49.8% | Forever21 – Est. 25M visits | Similar category avg |
| 20 | 48.7% | Fashion industry average | Oberlo / Mobiloud |
Top 20 Fashion Website Bounce Rate Statistics 2025
Fashion Website Bounce Rate Statistics#1 Shein Bounce Rate at 40.3%
Shein maintains a bounce rate of approximately 40.3%, which is considered excellent for a high-traffic fashion e-commerce site. This relatively low rate is notable given Shein’s vast product catalog and global appeal. Strong mobile optimization and trend-driven product displays help retain user interest. The brand also implements AI-powered personalization, which reduces drop-offs. Shein’s performance reflects how fast fashion platforms can achieve high engagement through seamless browsing experiences.
Fashion Website Bounce Rate Statistics#2 Shop.app Bounce Rate at 66.7%
Shop.app registers a bounce rate of 66.7%, which is significantly higher than the industry average. This could be attributed to its broad product aggregation, which may lead to less focused user intent. Many users land from external links or promotions but do not stay long. Improving landing page specificity could lower bounce rates. Nevertheless, Shop.app’s massive 274 million monthly visits show strong top-of-funnel performance despite user drop-offs.
Fashion Website Bounce Rate Statistics#3 H&M Bounce Rate Around 33.3%
H&M boasts a bounce rate of approximately 33.3%, which is among the lowest in the fashion retail space. This suggests effective homepage navigation, optimized mobile experience, and engaging CTAs. Their online campaigns often feature limited-time drops, which boost stickiness. The combination of strong UX design and global brand equity contributes to reduced single-page exits. H&M is a great example of a legacy brand succeeding digitally.
Fashion Website Bounce Rate Statistics#4 Zara Bounce Rate at 27.3%
Zara achieves a stellar bounce rate of 27.3%, making it one of the most engaging fashion websites globally. Its minimalist site structure and fast-loading content play a key role in this success. Users are quickly drawn into lookbooks, product pages, and seasonal campaigns. The bounce rate is an indicator of how well Zara’s mobile-first design performs. It’s clear that intuitive navigation enhances session depth and conversion likelihood.
Fashion Website Bounce Rate Statistics#5 Uniqlo Bounce Rate at 50.8%
Uniqlo reports a bounce rate of 50.8%, aligning closely with industry norms. Their clean design and product consistency may contribute to moderate engagement. However, the slightly elevated rate could stem from global users exiting quickly after price checks or style scans. Optimizing cross-border product localization could help improve this metric. Despite this, Uniqlo remains a strong performer in session quality and average visit time.
Fashion Website Bounce Rate Statistics#6 Macy’s Bounce Rate at 40.9%
Macy’s maintains a bounce rate of 40.9%, slightly above excellent benchmarks but still strong. The brand’s site features rich promotions and seasonal homepage banners, which draw initial engagement. However, some users may exit due to cluttered layout or popup fatigue. Streamlining the mobile checkout experience could reduce exits further. Overall, Macy’s performance shows healthy engagement given its diverse product range.
Fashion Website Bounce Rate Statistics#7 Myntra Bounce Rate Reaches 65.2%
Myntra experiences a bounce rate of 65.2%, one of the higher figures among leading fashion platforms. This may be influenced by app-to-web redirects or regional traffic spikes from ads. Despite this, the platform has a loyal user base and rising mobile penetration in India. Targeted onboarding experiences could improve the bounce metric. With 58–65 million monthly visitors, Myntra’s growth still offsets high single-page exits.
Fashion Website Bounce Rate Statistics#8 ASOS Bounce Rate at 42.8%
ASOS shows a bounce rate of 42.8%, indicating decent user engagement. The site’s detailed filters and stylistic variety support session duration. Bounce rates might spike during discount-heavy seasons when users rapidly compare prices. Enhanced cart recovery flows could turn exits into future conversions. Overall, ASOS performs competitively in balancing user exploration with retention.
Fashion Website Bounce Rate Statistics#9 Gap Bounce Rate at 40.2%
Gap maintains a bounce rate of 40.2%, showcasing a steady user engagement model. With classic product lines and frequent sales, visitors are often compelled to browse beyond the homepage. The bounce metric may also reflect customer familiarity and loyalty. Minor enhancements in personalization could further reduce exits. As a mid-tier legacy brand, Gap demonstrates digital competence.
Fashion Website Bounce Rate Statistics#10 Mercari Bounce Rate at 52.7%
Mercari, a hybrid resale platform, has a bounce rate of 52.7%. This is understandable given its user-generated listings, which vary in consistency and quality. Visitors may land on an individual product and leave quickly if uninterested. Stronger category browsing or upsell features could improve retention. The platform’s traffic of 121 million shows strong visibility despite bounce challenges.
[Fashion website bounce rate statistics]#11 FashionNova Bounce Rate Estimated at 48.7%
FashionNova’s bounce rate aligns closely with the 48.7% fashion e-commerce average. Known for social-first marketing, many visits come from influencer campaigns or TikTok. These entry points may lead to short sessions unless the landing page is highly targeted. The site’s quick load speed and trend collections help maintain decent engagement. Pages-per-visit is particularly strong, offsetting some bounce rate concerns.
[Fashion website bounce rate statistics]#12 Shein Alternate Bounce Rate at 50.2%
Another source cites Shein’s bounce rate at 50.2%, suggesting variance by market or traffic channel. This higher figure may stem from low-intent traffic from affiliates or social ads. Despite this, Shein converts many top-of-funnel visits due to aggressive retargeting. The discrepancy shows how bounce rate must be interpreted alongside traffic source. Even at 50%, Shein maintains a commanding lead in global fashion traffic.
[Fashion website bounce rate statistics]#13 Zara Alternate Bounce Rate at 43.7%
An alternate measure places Zara’s bounce rate at 43.7%, slightly higher than the earlier cited 27.3%. This could reflect differences between desktop and mobile experiences or country-specific audiences. Bounce variability is common with global brands operating in localized markets. Regardless, Zara consistently keeps users engaged with intuitive UX. This stat underscores the need for granular analytics across geographies.
[Fashion website bounce rate statistics]#14 H&M Alternate Bounce Rate at 44.5%
H&M’s alternate bounce rate of 44.5% is slightly higher but still well within healthy range. It may indicate seasonal campaign fatigue or users browsing during sale overflow. The brand still excels at maintaining user flow via navigation tiles and microinteractions. Continual UX testing helps prevent higher exit spikes. This stat shows how even strong performers need ongoing optimization.
[Fashion website bounce rate statistics]#15 Gap Alternate Bounce Rate at 35.4%
An alternative data source places Gap’s bounce rate at 35.4%, indicating strong retention. This figure reinforces the idea that brand familiarity leads to deeper exploration. Visitors often check sizing, colors, and inventory levels before leaving. The lower bounce rate may reflect loyal customer behavior across multiple product lines. It signals that Gap’s clean layout and legacy strength aid engagement.
[Fashion website bounce rate statistics]#16 Boohoo Bounce Rate Estimated at 49.1%
Boohoo’s bounce rate is estimated around 49.1%, close to the fashion industry average. Its fast fashion appeal generates massive social traffic that sometimes fails to convert. Strengthening its category recommendation engine could improve these outcomes. While not as high-performing as Zara or H&M, Boohoo maintains relevance with frequent trend drops. This figure suggests there’s room for UX and retention strategy upgrades.
[Fashion website bounce rate statistics]#17 PrettyLittleThing Bounce Rate at 48.0%
PrettyLittleThing’s bounce rate sits near 48%, which is moderate for the segment. The brand’s youthful, trend-driven shoppers may engage in quick product scanning, leading to higher exits. Enhancing bundle offers or “recently viewed” carousels might reduce bounce. PLT’s marketing remains powerful in acquisition but could benefit from deeper retention loops. This stat hints at good reach but untapped session potential.
[Fashion website bounce rate statistics]#18 Nordstrom Bounce Rate at 47.5%
Nordstrom sees an estimated bounce rate of 47.5%, typical for premium retailers. Shoppers may bounce due to high price points or if immediate intent isn’t matched. Clearer size guidance and loyalty benefits can help extend sessions. Their product storytelling and reviews partially help counteract bounce risk. With strong desktop UX, further mobile refinement can push this rate lower.
[Fashion website bounce rate statistics]#19 Forever21 Bounce Rate at 49.8%
Forever21’s bounce rate of 49.8% indicates average performance for a youth-oriented brand. The site often sees impulsive visits from social media, which can cause high bounce if the product isn’t instantly relevant. Improved filtering and trend-based bundles may reduce drop-offs. The brand’s visual clutter could overwhelm first-time users. Streamlining content blocks may help improve this figure.
[Fashion website bounce rate statistics]#20 Industry Average Bounce Rate at 48.7%
The fashion e-commerce industry average bounce rate sits at 48.7%. This benchmark provides a useful lens through which to evaluate individual brand performance. Sites below this number generally demonstrate good user flow, while those above should investigate their funnel friction. Bounce rates alone don’t tell the whole story but reveal key user behavior trends. Brands that pair strong UX with fast page loads typically beat this average.
Why These Bounce Rates Actually Matter
Understanding these bounce rates isn’t just about data—it’s about empathy for how people shop and scroll. A high bounce rate doesn’t always mean failure, but it definitely points to opportunities for better storytelling, smoother navigation, or simply fewer popups. If you’re building a fashion store or optimizing an existing one, these metrics can help you make smarter design and content decisions. Brands like Zara and H&M show us how simplicity and speed drive loyalty, while others highlight where a bit more TLC could turn visitors into loyal customers. And if all this talk about bounce rates made you pause mid-scroll to buy socks… well, I get it.
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