Department store David Jones has roared into the top 20 most-visited retail websites in Australia this August.
This is according to new data from Semrush, which shows that David Jones’ total website traffic count in August was 7.84 million – a jump of over a million visits compared to July 2024, when the department store's total website traffic was below 6.5 million.
This comes around 10 months since the department store launched its very own shopping app, forming part of a $65 million investment across its tech stack.
In an interview with David Jones’ chief retail officer Kate Bergin at the start of 2025, Ragtrader learned that the department store was also planning to shift its website to a headless format this year – which essentially means separating the front end architecture of the website from the back end content management system.
“That's going to give us greater flexibility, scalability and speed, whilst also enabling more personalized and enhanced customer experience on our website,” Bergin told Ragtrader.
“We're also going to invest in a new order management system, and that's really important so we can continue to provide our customers with more delivery options and even better accuracy in terms of those delivery times, which we know is so important for our customer.”
The latest numbers from Semrush show this tech revitalisation is paying off, with the department store also nudging ahead of Shein, with the Chinese online platform bringing in 7.4 million visitors in August this year.
David Jones is sitting comfortably just behind The Iconic, which had 8.67 million visitors in August, but is well-behind Myer which had 12.28 million website visitors.
The leading player in the online retail space in Australia is Amazon, boasting 55.66 million visitors last month, followed by Oz Bargain with 39.9 million visitors and eBay with 31.4 million.