ASOS vs Country Road:Which is more popular?
In September 2026, Country Road had more branded searches than ASOS among online fashion retailers in Australia. Country Road had about 450,000 branded searches, while ASOS had 135,000. Country Road made up 13.1% of all online fashion retailer searches we track, and ASOS accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, ASOS and Country Road each appeared in three of the four answers. ASOS and Country Road were each mentioned first in two of the four answers.
Who do people search for more?
Country Road, about 3 searches for every 1 for ASOS
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top online fashion retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, ASOS was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Country Road was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. ASOS and Country Road were each listed first in two of the four answers.
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- +3 more
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
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.
Is ASOS or Country Road more popular in search?
This chart shows how often people search Google for ASOS and Country Road 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 Country Road, ASOS. 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% |
How has the ASOS and Country Road comparison changed over the last 12 months?
3 findings
- Country Road was ahead of ASOS in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in Australia moved from 4.4% to 3.9%, and its estimated monthly branded searches moved from 165K to 135K.
- Across the 12 months ending September 2026, Country Road’s share of searches among online fashion retailers in Australia moved from 11.9% to 13.1%, and its estimated monthly branded searches held steady at 450K.
How did search popularity change for Australia online fashion retailers in September 2026?
2 changes
In September 2026, Country Road gained share of searches among online fashion retailers in Australia, from 12.5% to 13.1%.
In September 2026, ASOS lost share of searches among online fashion retailers in Australia, from 4.6% to 3.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ASOS’s and Country Road’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
ASOS
1 branded search term
- asos
Country Road
1 branded search term
- country road
Other head-to-heads among online fashion retailers
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