Shopify’s shop.app platform, which lists and sells many of its merchants’ products – including a vast array of fashion brands – has overtaken Myer in monthly website traffic across fashion brands and retailers in February this year.
New Semrush data shows the shop.app website had 10.25 million visits in February, nudging ahead of Myer which recorded just over 10 million, and hitting first place among prominent fashion sellers. Myer’s website visits for February were vastly down from the 15.99 million visits recorded in December 2025, with the shop.app website hitting 12.37 million.
Semrush data also shows that the shop.app website has a relatively higher bounce rate compared to other fashion brand/retailer counterparts, at 66.82 per cent. Myer, meanwhile, has a bounce rate of 46.74 per cent.
The Iconic nudged up into third place, overtaking Shein which was pushed back to the fourth position. The Iconic’s February visits hit just over 7 million, with Shein at 5.77 million. In December 2025, Shein had 7.75 million visits, while The Iconic had 7.12 million.
Meanwhile, David Jones’ massive rush in December 2025 has slowed considerably in February this year, falling from just over 9 million views to 3.95 million – or from third place to sixth place.
Rounding off the top five in February 2026 is Cotton On, which recorded 4.55 million visits.
Other notable movements in Semrush’s top 20 fashion websites include a nudge up into the tenth position by Princess Polly with 2.3 million visits. The brand has been scaling its store count across the United States, and recently opened a store in Westfield Bondi Junction in Sydney.
Meanwhile, Australian-born fashion brand Billy J has jumped into the top 20, hitting the 17th position with a total visit count of 1.37 million. Founded in 2014, Billy J is an affordable womenswear brand with one store on the Sunshine Coast in Queensland.