Ultra fast fashion giant Shein has hit the top 20 list of the most visited retail websites in Australia in July 2025, according to new stats from Semrush.
Shein moved up two spaces to take the 20th position, with a total traffic count of 6.54 million.
This comes after AdNews – sister publication to Ragtrader – reported in late July that Shein and fellow ultra-cheap online platform Temu were “flooding” the Australian market with advertising dollars. That came after an increase in tariffs made the US unattractive for sales.
In the June quarter, Temu was the largest digital advertiser in Australia and Shein ranked in the top 25, according to analysis by market intelligence company Sensor Tower.
The pair have since been gaining large audiences, according to unpublished data from Ipsos iris of users by PCs/laptops, smartphones and tablets.
Temu lifted its audience in the year to June by 58 per cent to 18.4 million, and Shein by 31 per cent to 6.2 million.
Semrush stats do not list Temu in the July results, but the stats do show that Shein has a long way to go if it wants to hit the top spot in the top 20 most-visited retail websites in Australia.
According to the AdNews article, Bench Media CEO and co-founder Ori Gold told the publication that Temu and Shein are pouring money into Meta, Google, YouTube and app ads in Australia, “flooding the market.”
“Since the US became too hard with tariffs, they’ve shifted focus here. It’s already driving up ad costs and making life harder for local brands.,” Gold said.
“More competition for attention, higher CPMs, tighter margins, and a shake-up in who can afford to play.”
Shein reportedly increased its ad spend in Australia by up 50 per cent in the June quarter and Temu by 20 per cent, according to the analysis by Sensor Tower.
The analysts say Sheinʼs increase in spend is notable as the Chinese e-tailer pulled back by 35 per cent on advertising spend in March 2025 but has since accelerated spend in Australia as the e-tailer pivots from advertising in the US.
The top spot in the most-visited retail websites in Australia is currently held by Amazon, with a visitor count of 62.7 million. This is followed by Oz Bargain – a deals and discount website – with 40.89 million.
eBay is in third place with 30.1 million views in July 2025, followed by Bunnings (27.7 million), Kmart million (23.88 million), Woolworths (20.7 million), JB Hi Fi (19.4 million), Coles (15.75 million), Chemist Warehouse (14.4 million) and Big W (14.2 million).
However, in the fashion space, Shein is much closer to the top 20 most-visited fashion websites – at least in July 2025. The ultra-fast fashion giant jumped ahead of department store David Jones into fourth place.
The platform is behind The Iconic, which had 8.44 million Australian visitors in July 2025. Shopify’s Shop app is second place with 9.7 million visits, while Myer is well-ahead in first place with 12.6 million visitors.
Some other notable jumps in Semrush’s latest data show Bonds jumping four places to the 15th position, with 1.52 million visitors. H&M sits just ahead in the 14th position, with 1.789 million. These have taken over Country Road, which fell to position 16 with 1.51 million visitors.
Zara sticks to its 13th position, with 1.8 million visits.
Culture Kings also fell three spaces to position 19, with a visitor count of 1.18 million in July 2025.