Brandwave

How popular isASOS in search?

In August 2026, there were an estimated 5M branded searches for ASOS worldwide which is down 18.3% over the last 11 months. ASOS holds 18.2% estimated Share of Search among fashion marketplaces worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Zalando74.3%
  2. ASOS18.2%
  3. Farfetch5.5%
  4. Net-a-Porter1.3%
  5. Shopbop0.73%
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Which fashion marketplaces compete with ASOS?

ASOS against fashion marketplaces worldwide, by month

Share of Search by month for Zalando, ASOS, Farfetch. The figures are in the table below the chart.

View monthly share of search table
MonthZalandoASOSFarfetchNet-a-PorterShopbop
Oct 202571.2%21.3%5.2%1.6%0.7%
Nov 202575.1%18.5%4.5%1.4%0.61%
Dec 202574.3%18.3%5.5%1.3%0.6%
Jan 202670.1%21%6.3%1.9%0.69%
Feb 202669.9%21.1%6.3%1.9%0.85%
Mar 202670.2%21.1%6.3%1.5%0.85%
Apr 202671.2%21.3%5.2%1.6%0.7%
May 202671.2%21.3%5.2%1.6%0.7%
Jun 202673.8%18.1%5.4%2%0.73%
Jul 202674%18.1%5.4%1.6%0.73%
Aug 202674.3%18.2%5.5%1.3%0.73%
Sep 2026—————

  1. 1.Zalando

    74.3%

    Held 1st. 20.4M estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.ASOS

    18.2%

    Held 2nd. 5M estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Farfetch

    5.5%

    Held 3rd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Net-a-Porter

    1.3%

    Held 4th. 368K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  5. 5.Shopbop

    0.73%

    Held 5th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between ASOS and its closest rivals

How has branded search demand for ASOS changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for ASOS worldwide fell from 6.1M to 5M.
  • Across the 11 months ending August 2026, ASOS’s estimated Share of Search among fashion marketplaces worldwide decreased from 21.3% to 18.2%.
  • Across the 11 months ending August 2026, ASOS’s estimated Share of Search among fashion marketplaces worldwide peaked at 21.3% in October 2025 and was lowest at 18.1% in June 2026.

How did search popularity change for fashion marketplaces worldwide in August 2026?

  1. Zalando’s estimated Share of Search among fashion marketplaces worldwide has gained ground for 3 months in a row, from 71.2% to 74.3% in August 2026.

  2. Estimated monthly branded searches for ASOS worldwide fell 18.3% over 11 measured months, from 6.1M to 5M in August 2026.

  3. Estimated monthly branded searches for Net-a-Porter worldwide fell 18.2% over 11 measured months, from 450K to 368K in August 2026.

Where does ASOS compete?

ASOS is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Dresses3rd of 68.5%Show ranking
Fashion marketplaces2nd of 518.2%Shown above

How is ASOS measured?

Brandwave collects information about searches that people make online using ASOS’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • asos

Do you work for ASOS? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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