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Macy’s Is the No. 1 Online Clothing Retailer in the U.S., According to a New Study

Amazon might have the upper hand in general merchandise, but it looks like Macy’s has beat out the e-tail giant to become the top online clothing retailer in the country, according to a study by digital marketing research firm SimilarWeb.
Analyzing digital brands’ performances on desktop and mobile in its quarterly index report, the firm found that Macy’s earned the top spot among apparel shopping websites, with 24 percent of the traffic garnered by the top 10 in the apparel category going to its site.
The department store has recently had its share of struggles amid heightened online competition. Since August 2016, it has shuttered close to 100 doors. And another survey released in February by Coresight Research found that it had been losing market share to its competitors — including Amazon, Target and Walmart — with 26 percent of shoppers spending less of their budget at the chain now than they did three years ago.
But Macy’s has continued to ramp up its omnichannel initiatives, throwing significant investment behind digital as it shutters stores — efforts that are likely evidenced in the latest study’s results.
Other notable retailers that made SimilarWeb’s list include Nordstrom.com and Gap.com — each of which moved up one spot

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