Brandwave

ASOS vs Dissh:Which is more popular?

In September 2026, Dissh had more branded searches than ASOS among online fashion retailers in Australia. Dissh had about 165,000 branded searches, while ASOS had 135,000. Dissh made up 4.8% 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 appeared in three of the four answers and Dissh in two. ASOS was mentioned before Dissh in two out of three answers that named either.

Among online fashion retailers in Australia in September 2026

Who do people search for more?

Dissh, about 22% more searches than ASOS

Dissh 165K searchesASOS 135K searches

Who does AI mention more?

ASOS, mentioned in 3 of 4 answers, Dissh in 2

ASOS in 3 of 4Dissh in 2 of 4

Who does AI recommend more?

ASOS, named ahead of Dissh in 2 of 3 answers

ASOS first in 2Dissh first in 1

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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. Dissh was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. ASOS was listed before Dissh in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. The Iconic1st
  2. Cotton On2nd
  3. ASOS3rd
  4. Country Road4th
  5. Uniqlo5th
  6. Dissh6th
  7. Aje7th
  8. White Fox Boutique8th
  9. Princess Polly9th
  10. Beginning Boutique10th
  11. +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

+3 more

See every answer about online fashion retailers

4 answers

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 Dissh more popular in search?

This chart shows how often people search Google for ASOS and Dissh 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.

ASOS and Dissh among online fashion retailers in Australia, by month

Share of searches by month for Dissh, ASOS. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnUniqloCountry RoadPrincess PollyThe IconicDisshAjeASOSMeshkiShowpoBeginning BoutiqueHello MollyWhite Fox Boutique
Oct 202526.5%14.5%11.9%9.7%11.9%4.4%3.6%4.4%3.6%4.4%2.4%2%0.88%
Nov 202525.1%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 202529.6%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 202626.3%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 202622.9%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 202627.4%18.5%12.3%8.3%10.1%4.5%3.7%3.7%3.7%3%2.5%1.4%0.91%
Apr 202623.5%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 202622.2%22.2%14.9%8.1%9.9%4.5%3.6%3.6%3.6%3%2%1.3%0.89%
Jun 202624.2%19.8%13.3%8.9%10.8%4%4%4%3.2%3.2%2.2%1.2%1.2%
Jul 202621.2%21.2%11.6%9.5%11.6%4.3%3.5%5.2%3.5%3.5%2.3%1.6%1%
Aug 202622.8%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 202624%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 Dissh comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: ASOS took it in July 2026, Dissh took it in 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, Dissh’s share of searches among online fashion retailers in Australia moved from 4.4% to 4.8%, and its estimated monthly branded searches held steady at 165K.

How did search popularity change for Australia online fashion retailers in September 2026?

2 changes

  1. In September 2026, ASOS lost share of searches among online fashion retailers in Australia, from 4.6% to 3.9%.

  2. Dissh’s share of searches among online fashion retailers in Australia has gained ground for 3 months in a row, from 4% to 4.8% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ASOS’s and Dissh’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

Dissh

1 branded search term

  • dissh

How the Brand Demand Index is measured

Other head-to-heads among online fashion retailers

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