How popular isASOS in search?
In September 2026, there were an estimated 5M branded searches for ASOS worldwide which is down 18.3% over the last 12 months. ASOS holds 11.5% estimated Share of Search among online fashion retailers worldwide and is ranked 2nd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
Shein85.4%ASOS11.5%
Boohoo2.8%
White Fox Boutique0.31%
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Which online fashion retailers compete with ASOS?
Share of Search by month for Shein, ASOS, Boohoo. The figures are in the table below the chart.
View monthly share of search table
| Month | Shein | ASOS | Boohoo | White Fox Boutique |
|---|---|---|---|---|
| Oct 2025 | 85.4% | 11.5% | 2.8% | 0.31% |
| Nov 2025 | 83.2% | 13.7% | 2.7% | 0.37% |
| Dec 2025 | 82.7% | 13.6% | 3.3% | 0.37% |
| Jan 2026 | 85.9% | 11.6% | 2.3% | 0.25% |
| Feb 2026 | 85.8% | 11.5% | 2.3% | 0.31% |
| Mar 2026 | 85.8% | 11.5% | 2.3% | 0.38% |
| Apr 2026 | 85.8% | 11.5% | 2.3% | 0.31% |
| May 2026 | 87.7% | 9.7% | 2.4% | 0.26% |
| Jun 2026 | 87.2% | 9.6% | 2.9% | 0.32% |
| Jul 2026 | 87.7% | 9.6% | 2.4% | 0.32% |
| Aug 2026 | 87.7% | 9.6% | 2.4% | 0.32% |
| Sep 2026 | 85.4% | 11.5% | 2.8% | 0.31% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 85.4% | 37.2M | -18.2% | -2.3 points | |
| 2, held 2nd | 11.5% | 5M | 0% | +1.8 points | |
| 3, held 3rd | 2.8% | 1.2M | 0% | +0.4 points | |
| 4, held 4th | 0.31% | 135K | -18.2% | 0 points |
1.
Shein85.4%
Held 1st. 37.2M estimated branded searches, -18.2% vs prior month. Share -2.3 points.
2.
11.5%
Held 2nd. 5M estimated branded searches, 0% vs prior month. Share +1.8 points.
3.
Boohoo2.8%
Held 3rd. 1.2M estimated branded searches, 0% vs prior month. Share +0.4 points.
0.31%
Held 4th. 135K estimated branded searches, -18.2% 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?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for ASOS worldwide fell from 6.1M to 5M.
- Across the 12 months ending September 2026, ASOS’s estimated Share of Search among online fashion retailers worldwide peaked at 13.7% in November 2025 and was lowest at 9.6% in June 2026.
How did search popularity change for online fashion retailers worldwide in September 2026?
4 changes
In September 2026, ASOS gained estimated Share of Search among online fashion retailers worldwide, from 9.6% to 11.5%.
In September 2026, Shein lost estimated Share of Search among online fashion retailers worldwide, from 87.7% to 85.4%.
Estimated monthly branded searches for Boohoo worldwide fell 18.7% over 12 measured months, from 1.5M to 1.2M in September 2026.
Estimated monthly branded searches for White Fox Boutique worldwide fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
Where does ASOS compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Dresses | 3rd of 6 | 8.5% | Show ranking |
| Online fashion retailers | 2nd of 4 | 11.5% | Shown above |
| Fashion marketplaces | 2nd of 5 | 18.1% | Show ranking |
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
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Is ASOS your brand?
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