Online fashion retailers in Australia:Which are most popular?
In September 2026, Cotton On was the most searched online fashion retailer in Australia, accounting for 24% of all searches among the 13 retailers we track. When we checked with ChatGPT and Google AI Overviews, The Iconic showed up in every answer. The Iconic was recommended most often, coming first in every response.
Cotton OnShare of searches 24%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
UniqloShare of searches 16%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
Country RoadShare of searches 13.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
Princess PollyShare of searches 10.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 9th
The IconicShare of searches 10.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
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Top online fashion retailers in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and one Google AI Overview, The Iconic appeared every time. The Iconic was recommended most often, coming first in every answer. Cotton On was second, and ASOS was third. Hello Molly, which ranked 12th in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- The Iconic1st
- Cotton On2nd
ASOS3rd- Country Road4th
- Uniqlo5th
Dissh6th
Aje7th
White Fox Boutique8th- Princess Polly9th
Beginning Boutique10th
Showpo11th
Meshki12th
Hello Molly–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The Iconic4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Uniqlo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Country Road3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- ASOS3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Cotton On2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Dissh2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Aje2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Showpo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Princess Polly1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Meshki1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Beginning Boutique1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- White Fox Boutique1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Hello Molly0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about online fashion retailers
4 answers
Asked ChatGPT
“Where should I shop for clothes online in Australia?”
Asked ChatGPT
“What are the best online fashion stores in Australia?”
Asked ChatGPT
“What's the best Australian online store for women's dresses?”
Searched Google, AI Overview
“womens clothing online”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“online clothing stores”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which online fashion retailers do people search for most?
This chart shows how often people search Google for each online fashion retailer by name. Each line represents a brand's share of searches for all 13 online fashion retailers we track, month by month, from searches in Australia.
Share of searches by month for Cotton On, Uniqlo, Country Road, Princess Polly, The Iconic, Dissh, Aje, ASOS, Meshki, Showpo, Beginning Boutique, Hello Molly. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On | Uniqlo | Country Road | Princess Polly | The Iconic | Dissh | Aje | ASOS | Meshki | Showpo | Beginning Boutique | Hello Molly | White Fox Boutique |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.5% | 14.5% | 11.9% | 9.7% | 11.9% | 4.4% | 3.6% | 4.4% | 3.6% | 4.4% | 2.4% | 2% | 0.88% |
| Nov 2025 | 25.1% | 13.8% | 13.8% | 9.2% | 13.8% | 5.1% | 4.1% | 3.4% | 3.4% | 3.4% | 2.8% | 1.2% | 0.83% |
| Dec 2025 | 29.6% | 16.3% | 16.3% | 7.3% | 10.9% | 4.9% | 3.3% | 3.3% | 2.2% | 2.2% | 2.2% | 0.98% | 0.66% |
| Jan 2026 | 26.3% | 17.6% | 11.7% | 7.9% | 11.7% | 5.3% | 3.5% | 4.3% | 3.5% | 2.9% | 2.9% | 1.6% | 0.87% |
| Feb 2026 | 22.9% | 18.7% | 12.5% | 10.2% | 10.2% | 4.6% | 3.7% | 4.6% | 3.7% | 3.7% | 2.5% | 1.7% | 0.92% |
| Mar 2026 | 27.4% | 18.5% | 12.3% | 8.3% | 10.1% | 4.5% | 3.7% | 3.7% | 3.7% | 3% | 2.5% | 1.4% | 0.91% |
| Apr 2026 | 23.5% | 19.2% | 15.7% | 8.6% | 10.5% | 4.7% | 3.8% | 3.8% | 3.1% | 3.1% | 1.7% | 1.4% | 0.77% |
| May 2026 | 22.2% | 22.2% | 14.9% | 8.1% | 9.9% | 4.5% | 3.6% | 3.6% | 3.6% | 3% | 2% | 1.3% | 0.89% |
| Jun 2026 | 24.2% | 19.8% | 13.3% | 8.9% | 10.8% | 4% | 4% | 4% | 3.2% | 3.2% | 2.2% | 1.2% | 1.2% |
| Jul 2026 | 21.2% | 21.2% | 11.6% | 9.5% | 11.6% | 4.3% | 3.5% | 5.2% | 3.5% | 3.5% | 2.3% | 1.6% | 1% |
| Aug 2026 | 22.8% | 18.7% | 12.5% | 10.2% | 10.2% | 4.6% | 3.7% | 4.6% | 3.7% | 3.7% | 2.5% | 1.7% | 1.1% |
| Sep 2026 | 24% | 16% | 13.1% | 10.7% | 10.7% | 4.8% | 3.9% | 3.9% | 3.9% | 3.2% | 2.6% | 2.2% | 0.79% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 24% | 823K | 0% | +1.2 points | |
| 2, held 2nd | 16% | 550K | -18.3% | -2.6 points | |
| 3, held 3rd | 13.1% | 450K | 0% | +0.6 points | |
| 4, held 4th | 10.7% | 368K | 0% | +0.5 points | |
| 5, held 5th | 10.7% | 368K | 0% | +0.5 points | |
| 6, moved from 7th to 6th | 4.8% | 165K | 0% | +0.2 pointsmoved from 7th to 6th | |
| 7, moved from 8th to 7th | 3.9% | 135K | 0% | +0.2 pointsmoved from 8th to 7th | |
| 8, moved from 6th to 8th | 3.9% | 135K | -18.2% | -0.6 pointsmoved from 6th to 8th | |
| 9, held 9th | 3.9% | 135K | 0% | +0.2 points | |
| 10, held 10th | 3.2% | 110K | -18.5% | -0.5 points | |
| 11, held 11th | 2.6% | 90.5K | 0% | +0.1 points | |
| 12, held 12th | 2.2% | 74K | +22.3% | +0.5 points | |
| 13, held 13th | 0.79% | 27.1K | -33.1% | -0.3 points |
24%
Held 1st. 823K estimated branded searches, 0% vs prior month. Share +1.2 points.
2.
Uniqlo16%
Held 2nd. 550K estimated branded searches, -18.3% vs prior month. Share -2.6 points.
13.1%
Held 3rd. 450K estimated branded searches, 0% vs prior month. Share +0.6 points.
10.7%
Held 4th. 368K estimated branded searches, 0% vs prior month. Share +0.5 points.
10.7%
Held 5th. 368K estimated branded searches, 0% vs prior month. Share +0.5 points.
6.
Dissh4.8%
Moved from 7th to 6th. 165K estimated branded searches, 0% vs prior month. Share +0.2 points.
7.
Aje3.9%
Moved from 8th to 7th. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.
8.
ASOS3.9%
Moved from 6th to 8th. 135K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
9.
Meshki3.9%
Held 9th. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.
10.
Showpo3.2%
Held 10th. 110K estimated branded searches, -18.5% vs prior month. Share -0.5 points.
2.6%
Held 11th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.
Hello Molly2.2%
Held 12th. 74K estimated branded searches, +22.3% vs prior month. Share +0.5 points.
0.79%
Held 13th. 27.1K estimated branded searches, -33.1% vs prior month. Share -0.3 points.
Which brand is most popular in search among online fashion retailers in Australia?
13 brands
In September 2026, Cotton On was the most searched among online fashion retailers in Australia, with an estimated 823K branded searches, 24% of all searches for the 13 we track. Uniqlo is in 2nd place, 8 percentage points behind at 16%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Cotton On | 26.5% → 24% | 29.6%Dec 2025 | 21.2%Jul 2026 | 1st |
| Uniqlo | 14.5% → 16% | 22.2%May 2026 | 13.8%Nov 2025 | 2nd |
| Country Road | 11.9% → 13.1% | 16.3%Dec 2025 | 11.6%Jul 2026 | 3rd |
| Princess Polly | 9.7% → 10.7% | 10.7%Sep 2026 | 7.3%Dec 2025 | 5th → 4th |
| The Iconic | 11.9% → 10.7% | 13.8%Nov 2025 | 9.9%May 2026 | 4th → 5th |
| Dissh | 4.4% → 4.8% | 5.3%Jan 2026 | 4%Jun 2026 | 7th → 6th |
| Aje | 3.6% → 3.9% | 4.1%Nov 2025 | 3.3%Dec 2025 | 9th → 7th |
| ASOS | 4.4% → 3.9% | 5.2%Jul 2026 | 3.3%Dec 2025 | 6th → 8th |
| Meshki | 3.6% → 3.9% | 3.9%Sep 2026 | 2.2%Dec 2025 | 10th → 9th |
| Showpo | 4.4% → 3.2% | 4.4%Oct 2025 | 2.2%Dec 2025 | 8th → 10th |
| Beginning Boutique | 2.4% → 2.6% | 2.9%Jan 2026 | 1.7%Apr 2026 | 11th |
| Hello Molly | 2% → 2.2% | 2.2%Sep 2026 | 0.98%Dec 2025 | 12th |
| White Fox Boutique | 0.88% → 0.79% | 1.2%Jun 2026 | 0.66%Dec 2025 | 13th |
Each finding as a sentence
- Across the 12 months ending September 2026, Cotton On’s share of searches among online fashion retailers in Australia decreased from 26.5% to 24%.
- Across the 12 months ending September 2026, Uniqlo’s share of searches among online fashion retailers in Australia increased from 14.5% to 16%.
- Across the 12 months ending September 2026, Country Road’s share of searches among online fashion retailers in Australia increased from 11.9% to 13.1%.
- Across the 12 months ending September 2026, Princess Polly’s share of searches among online fashion retailers in Australia increased from 9.7% to 10.7%.
- Across the 12 months ending September 2026, The Iconic’s share of searches among online fashion retailers in Australia decreased from 11.9% to 10.7%.
- Across the 12 months ending September 2026, Showpo’s share of searches among online fashion retailers in Australia decreased from 4.4% to 3.2%.
- Across the 12 months ending September 2026, Cotton On’s share of searches among online fashion retailers in Australia peaked at 29.6% in December 2025 and was lowest at 21.2% in July 2026.
- Across the 12 months ending September 2026, Uniqlo’s share of searches among online fashion retailers in Australia peaked at 22.2% in May 2026 and was lowest at 13.8% in November 2025.
- Across the 12 months ending September 2026, Country Road’s share of searches among online fashion retailers in Australia peaked at 16.3% in December 2025 and was lowest at 11.6% in July 2026.
- Across the 12 months ending September 2026, Princess Polly’s share of searches among online fashion retailers in Australia peaked at 10.7% in September 2026 and was lowest at 7.3% in December 2025.
- Across the 12 months ending September 2026, The Iconic’s share of searches among online fashion retailers in Australia peaked at 13.8% in November 2025 and was lowest at 9.9% in May 2026.
- Across the 12 months ending September 2026, Dissh’s share of searches among online fashion retailers in Australia peaked at 5.3% in January 2026 and was lowest at 4% in June 2026.
- Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in Australia peaked at 5.2% in July 2026 and was lowest at 3.3% in December 2025.
- Across the 12 months ending September 2026, Meshki’s share of searches among online fashion retailers in Australia peaked at 3.9% in September 2026 and was lowest at 2.2% in December 2025.
- Across the 12 months ending September 2026, Showpo’s share of searches among online fashion retailers in Australia peaked at 4.4% in October 2025 and was lowest at 2.2% in December 2025.
- Across the 12 months ending September 2026, Beginning Boutique’s share of searches among online fashion retailers in Australia peaked at 2.9% in January 2026 and was lowest at 1.7% in April 2026.
- Across the 12 months ending September 2026, Hello Molly’s share of searches among online fashion retailers in Australia peaked at 2.2% in September 2026 and was lowest at 0.98% in December 2025.
- Across the 12 months ending September 2026, Princess Polly rose from 5th to 4th among online fashion retailers in Australia.
- Across the 12 months ending September 2026, The Iconic fell from 4th to 5th among online fashion retailers in Australia.
- Across the 12 months ending September 2026, Dissh rose from 7th to 6th among online fashion retailers in Australia.
- Across the 12 months ending September 2026, Aje rose from 9th to 7th among online fashion retailers in Australia.
- Across the 12 months ending September 2026, ASOS fell from 6th to 8th among online fashion retailers in Australia.
- Across the 12 months ending September 2026, Meshki rose from 10th to 9th among online fashion retailers in Australia.
- Across the 12 months ending September 2026, Showpo fell from 8th to 10th among online fashion retailers in Australia.
- Across the 12 months ending September 2026, Beginning Boutique, Hello Molly and White Fox Boutique held steady: their share of searches among online fashion retailers in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia online fashion retailers in September 2026?
8 changes
In September 2026, Cotton On gained share of searches among online fashion retailers in Australia, from 22.8% to 24%.
In September 2026, Country Road gained share of searches among online fashion retailers in Australia, from 12.5% to 13.1%.
In September 2026, Princess Polly gained share of searches among online fashion retailers in Australia, from 10.2% to 10.7%.
In September 2026, The Iconic gained share of searches among online fashion retailers in Australia, from 10.2% to 10.7%.
In September 2026, Uniqlo lost share of searches among online fashion retailers in Australia, from 18.7% to 16%.
In September 2026, ASOS lost share of searches among online fashion retailers in Australia, from 4.6% to 3.9%.
In September 2026, Showpo lost share of searches among online fashion retailers in Australia, from 3.7% to 3.2%.
Hello Molly’s share of searches among online fashion retailers in Australia has gained ground for 3 months in a row, from 1.2% to 2.2% in September 2026.
Compare popularity between leading brands
- Cotton On vs Uniqlo: compare popularity
- Cotton On vs Country Road: compare popularity
- Cotton On vs Princess Polly: compare popularity
- Cotton On vs The Iconic: compare popularity
- Uniqlo vs Country Road: compare popularity
- Uniqlo vs Princess Polly: compare popularity
- Uniqlo vs The Iconic: compare popularity
- Country Road vs Princess Polly: compare popularity
- Country Road vs The Iconic: compare popularity
- Princess Polly vs The Iconic: compare popularity
- Compare any of these brands
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