Macy’s soars to 57% mobile visits and becomes fastest rising retail site in new rankings, SimilarWeb reports


Digital market intelligence firm SimilarWeb claims it has become the first company to incorporate mobile data visits to reveal the world’s most popular websites. Previous global rankings of the most popular sites reflected only desktop data, despite an increasing shift globally to consume content, browse or shop on mobile devices. Nearly every country has seen an increase in retail visits via mobile, with 65.78% of visits to retail sites in India arriving via mobile. In the UK this figure is 64.54%, 55.84% in the U.S, Germany 43% and France 36.3%.

The biggest retail winner up the rankings – taking into account both mobile and desktop traffic – is Macy’s rising 168 places to become the 407th biggest site in the world, with  57% of visits to the site arriving via mobile. Other big risers included Walmart which rose from 180th to 113th biggest site globally, with 61% mobile visits. The UK’s Tesco was another big riser – on 57% mobile share – rising 140 places to 762.

The sites however has some way to catch up on the biggest retail site in the world, Amazon, which rose one place to become the 13th biggest site in the world (with 44% of global visits via mobile).

Based on both quantity and quality of traffic, analyzing both mobile and desktop visits and pages viewed during online sessions, SimilarWeb has redrawn the map of the online world’s leading players across nearly 200 countries.

Recipe sites benefit from up to  70% of visits via mobile

One important development for grocers is the viral popularity of cooking sites which have soared in our new rankings. In a global trend among foodies consuming recipes on mobile, Cookpad, Japan’s most popular recipe-sharing website rose from 981 to the 440th biggest site in the world, averaging 84 million monthly visits a month, of which 72% are mobile visits. increased from 948th place to 583th biggest site in the world, with 63% of its visits via mobile.

Another Japan-based site Tabelog rose from 684 to 397th place globally through bringing together the food blogger community, with 66% of visits via mobile.