Brandwave

Fashion marketplaces:Which brands are most popular in search?

In August 2026, Zalando was the most searched among fashion marketplaces worldwide, with an estimated 20.4M branded searches and 74.3% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the sites people buy fashion from. 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.

Share of Search among 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—————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among fashion marketplaces worldwide?

In August 2026, Zalando was the most searched among fashion marketplaces worldwide, with an estimated 20.4M branded searches and 74.3% estimated Share of Search within this set. ASOS is in 2nd place, 56.1 percentage points behind at 18.2% Share of Search.

Global fashion marketplaces, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Zalando71.2% → 74.3%75.1%Nov 202569.9%Feb 20261st
ASOS21.3% → 18.2%21.3%Oct 202518.1%Jun 20262nd
Farfetch5.2% → 5.5%6.3%Feb 20264.5%Nov 20253rd
Net-a-Porter1.6% → 1.3%2%Jun 20261.3%Aug 20264th
Shopbop0.7% → 0.73%0.85%Mar 20260.6%Dec 20255th

Each finding as a sentence

  • Across the 11 months ending August 2026, Zalando’s estimated Share of Search among fashion marketplaces worldwide increased from 71.2% to 74.3%.
  • 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, Zalando’s estimated Share of Search among fashion marketplaces worldwide peaked at 75.1% in November 2025 and was lowest at 69.9% in February 2026.
  • 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.
  • Across the 11 months ending August 2026, Farfetch’s estimated Share of Search among fashion marketplaces worldwide peaked at 6.3% in February 2026 and was lowest at 4.5% in November 2025.
  • Across the 11 months ending August 2026, Farfetch, Net-a-Porter and Shopbop held steady: their estimated Share of Search among fashion marketplaces worldwide each moved less than 0.5 percentage points.

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.

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