--- title: "H&M vs IKEA: Which is searched more in Australia?" description: "Is H&M or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homewares retailers set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/h-and-m-vs-ikea" publisher: "Brandwave" --- # H&M vs IKEA: Which is searched more in Australia? Is H&M or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homewares retailers set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: H&M and IKEA - **Competitive set**: Homewares retailers - **Market**: Australia - **Month measured**: Sep 2026 - **H&M Share of Search**: 0.47% - **IKEA Share of Search**: 57.8% ## Is H&M or IKEA more popular in search? - In September 2026, IKEA had more branded searches than H&M among homewares retailers in Australia. IKEA had about 1.2 million branded searches, while H&M had 9,900. IKEA made up 57.8% of all homewares retailer searches we track, and H&M accounted for 0.47%. - IKEA was ahead of H&M in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, H&M’s share of searches among homewares retailers in Australia moved from 0.46% to 0.47%, and its estimated monthly branded searches moved from 12.1K to 9.9K. - Across the 12 months ending September 2026, IKEA’s share of searches among homewares retailers in Australia moved from 57% to 57.8%, and its estimated monthly branded searches moved from 1.5M to 1.2M. ## Top homewares retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, IKEA was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. H&M did not appear in any of the four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Freedom | 1st | 2 of 3 | 0 of 1 | 2 of 4 | | Country Road | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Adairs | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Temple & Webster | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | IKEA | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Bed Bath N' Table | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | Kmart | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | H&M | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Zara Home | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about homewares retailers - Asked ChatGPT "Where should I buy homewares in Australia?": 1. Adairs, 2. Freedom, 3. Country Road, 4. IKEA, 5. Temple & Webster, 6. Bed Bath N' Table - Asked ChatGPT "What are the best homewares stores in Australia?": 1. Country Road, 2. Freedom, 3. Temple & Webster, 4. Adairs, 5. IKEA, 6. Bed Bath N' Table - Asked ChatGPT "Where can I buy good quality bedding in Australia?": 1. Adairs - Searched Google, AI Overview "home decor stores": named none of the brands we track Not named in any answer: Kmart, H&M and Zara Home. Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How did search popularity change for Australia homewares retailers in September 2026? - In September 2026, IKEA lost share of searches among homewares retailers in Australia, from 62.3% to 57.8%. - Estimated monthly branded searches for H&M in Australia fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026. ## Month by month | Month | H&M estimated searches | H&M Share of Search | H&M rank | IKEA estimated searches | IKEA Share of Search | IKEA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 12.1K | 0.46% | 6 | 1.5M | 57% | 1 | | Nov 2025 | 9.9K | 0.3% | 7 | 1.8M | 56.2% | 1 | | Dec 2025 | 9.9K | 0.33% | 6 | 1.8M | 61.1% | 1 | | Jan 2026 | 12.1K | 0.37% | 6 | 2.2M | 68.1% | 1 | | Feb 2026 | 9.9K | 0.43% | 6 | 1.5M | 65.7% | 1 | | Mar 2026 | 12.1K | 0.49% | 6 | 1.5M | 61.3% | 1 | | Apr 2026 | 12.1K | 0.45% | 6 | 1.8M | 67.7% | 1 | | May 2026 | 12.1K | 0.49% | 6 | 1.5M | 60.5% | 1 | | Jun 2026 | 12.1K | 0.46% | 7 | 1.5M | 56.5% | 1 | | Jul 2026 | 12.1K | 0.5% | 7 | 1.5M | 61.7% | 1 | | Aug 2026 | 12.1K | 0.5% | 7 | 1.5M | 62.3% | 1 | | Sep 2026 | 9.9K | 0.47% | 7 | 1.2M | 57.8% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using H&M’s and IKEA’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. - **H&M**: Measured on the search term “h&m home”. - **IKEA**: Measured on the search term “ikea”. - [H&M profile](/demand/au/brands/h-and-m) - [IKEA profile](/demand/au/brands/ikea) - [All homewares retailers in Australia](/demand/au/categories/au-homewares-retailers): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is H&M or IKEA more popular in search? In September 2026, IKEA had more branded searches than H&M among homewares retailers in Australia. IKEA had about 1.2 million branded searches, while H&M had 9,900. IKEA made up 57.8% of all homewares retailer searches we track, and H&M accounted for 0.47%. ## Cite this page Brandwave. "H&M vs IKEA: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/h-and-m-vs-ikea This page is also available as HTML at https://gobrandwave.com/demand/au/compare/h-and-m-vs-ikea. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.