Pandora Site Tops Online Traffic, Survey Finds

Sites for Pandora, Swarovski, Tiffany, and Blue Nile drew the largest traffic among English-language jewelry sites, according to data culled by Karus Chains.

Most sites keep their traffic a secret, and there is debate over the accuracy of third-party monitoring services. Karus based its information on data from SimilarWeb, which was found to be the most accurate monitor in a recent report.

Pandora, which regularly tops Google searches, was ranked first with 2.3 million monthly visitors.

Coming in second was a Russian site Around 90 percent of its traffic comes from two Russian-based social networks, and, said Karus.

Swarovski came in third with 1.3 million visitors, and Tiffany and Blue Nile rounded out the top 5 tied with 1.2 million visitors.

Surprisingly good performers include ethical e-tailer Brilliant Earth and Polish site, which came in eighth and ninth, outdrawing better-established brands such as Jared, Cartier, and Bulgari. Brilliant Earth scored well because of heavy traffic from social networks, Karus said. was found the “stickiest” site, with visitors spending the longest amount of time on it.

The survey did not measure watch-related sites or multi-category e-tailers such as Amazon or Etsy.

Its full results can be seen here.


Top 15 Sites by Estimated Traffic:

Pandora, 2.3 million, 1.6 million

Swarovski, 1.3 million

Tiffany, 1.2 million (tie)

Blue Nile, 1.2 million (tie)

Zales, 1 million

Kay, 900,000, 620,000

Brilliant Earth, 610,000

JTV, 500,000

BaubleBar, 470,000

Jared, 450,000

Alex and Ani, 400,000

Cartier, 340,000

Bulgari, 300,000


Source: Karus Chains/SimilarWeb

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