--- title: This Retailer Shut Down 200 Stores But It's the Most Popular Online Clothing Site description: A new study reveals that Macy's digital footprint for apparel is massive compared to its rivals. authors: - name: Kristen Bahler role: Managing Editor url: https://money.com/author/kristen-bahler/ bio: Kristen Bahler has spent more than a decade turning culture, work and consumer spending trends into conversation-driving stories. Today, she leads Money's sponsored content channel and reader-favorite franchises like Best Places to Live and Best Places to Travel. education: Northeastern University, MA Journalism at_money_since: 2016 articles: 52 covers: - Lifestyle - Banking - Business - Career Advice - Credit - Credit Cards - Economy and Politics - Education - Health and Wellness - Housing - Identity Theft - Insurance - Investing - Loans - Mortgages - Personal Finance - Pets - Professional Services - Retirement - Shopping - Taxes - Technology social: - https://www.linkedin.com/in/kristen-bahler/ published: '2018-04-17T18:30:05.000Z' modified: '2024-05-16T13:07:06.000Z' section: Lifestyle tags: - Amazon - ecommerce - internet retail - Macy's - retail apocalypse word_count: 291 canonical: https://money.com/most-popular-online-store/ type: Article source: structured-blocks --- > **Disclosure:** We research all brands listed and may earn a fee from our partners. Research and financial considerations may influence how brands are displayed. Not all brands are included. [Learn more](https://money.com/page/disclaimer/). ![A store closing sign seen outside of Macy's on Nicollet Mall, Minneapolis, Minnesota, on Friday, February 24, 2017.](https://img.money.com/2018/04/180417-closing-online-clothing-store.jpg) *A store closing sign seen outside of Macy's on Nicollet Mall, Minneapolis, Minnesota, on Friday, February 24, 2017.* In the war for online shoppers, traditional retailers are putting up a fight. Macy's is the top e-commerce clothing store in the country, according to a new study from the research firm [SimilarWeb](http://similarweb.com). The department store chain clobbered rivals in web and mobile traffic last quarter, with 55 million visitors — besting retailers like Amazon, Nordstrom and The Gap in attracting apparel shoppers to its site. (Amazon was the frontrunner in general merchandise, but the retail behemoth didn't even make the top 10 for apparel traffic, although the Amazon-owned Zappos did.) Instead, the ranking reads like a laundry list of retailers that were considered down for the count in to the so-called "retail apocalypse." Victoria's Secret, which suffered declining sales [every month last year,](http://wwd.com/business-news/financial/l-brands-victorias-secret-stock-takes-hit-over-holiday-sales-decline-11084421/) made the cut. So did Footlocker, which [plans to close 100 stores](http://www.businessinsider.com/foot-locker-is-closing-stores-2018-3) in 2018. Macy's, for its part, weathered a string of rough years by closing [nearly 200 stores](https://www.kiplinger.com/article/investing/T052-C008-S001-retailers-closing-stores-in-2018.html) nationwide. In recent months, the chain has beefed up its "omnichannel" strategy — pairing a robust web and mobile re-jiggering with employee training designed to enhance the company's in-store experience. "It's the marriage of technology and the human touch," newly minted CEO [Jeff Gennette said at a conference](https://www.bizjournals.com/cincinnati/news/2017/03/15/heres-what-macys-incoming-ceo-said-about-its.html#i/2321111) last year. The strategy seems to be working. About 25% of the online traffic to the top 10 apparel sites this year came from Macy's, which is twice as much as JC Penney and Nordstrom, the second and third most-visited sites. Here are the top 10 most popular online merchants across apparel and general merchandise, courtesy of SimilarWeb. It should be noted that visitors doesn't necessarily translate into sales. Apparel: 1. [Macys.com](http://Macys.com) 2. [jcpenney.com](http://jcpenney.com) 3. [nordstrom.com](http://nordstrom.com) 4. [nike.com](http://nike.com) 5. [gap.com](http://gap.com) 6. [zullilly.com](http://zullilly.com) 7. [zappos.com](http://zappos.com) 8. [forever21.com](http://forever21.com) 9. [footlocker.com](http://footlocker.com) 10. [victoriassecret.com](http://victoriassecret.com) General Merchandise: 1. [amazon.com](http://amazon.com) 2. [ebay.com](http://ebay.com) 3. [walmart.com](http://walmart.com) 4. [etsy.com](http://etsy.com) 5. [target.com](http://target.com) 6. [aliexpress.com](http://aliexpress.com) 7. [costco.com](http://costco.com) 8. [kohls.com](http://kohls.com) 9. [wish.com](http://wish.com) 10. 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