Farfetch vs Zalando:Which is more popular?
In September 2026, Zalando had more branded searches than Farfetch among fashion marketplaces worldwide. Zalando had about 20.4 million branded searches, while Farfetch had 1.5 million. Zalando made up 57.4% of all fashion marketplace searches we track, and Farfetch accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about fashion marketplaces, Farfetch appeared in three of the five answers and Zalando in one. Farfetch was mentioned before Zalando in every answer that named either.
Who do people search for more?
Zalando, about 14 searches for every 1 for Farfetch
Who does AI mention more?
Farfetch, mentioned in 3 of 5 answers, Zalando in 1
Who does AI recommend more?
Farfetch, named ahead of Zalando in 3 of 3 answers
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Top fashion marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Farfetch was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Zalando was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Farfetch was listed before Zalando in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Farfetch1st
SSENSE2nd
The RealReal3rd
ASOS4th
Vestiaire Collective5th
Poshmark6th
Depop7th- Zalando8th
Shopbop9th
Net-a-Porter–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The RealReal4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ASOS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Poshmark3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Farfetch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Vestiaire Collective3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- SSENSE3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Depop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Zalando1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Shopbop1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Net-a-Porter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about fashion marketplaces
5 answers
Asked ChatGPT
“Which fashion marketplace should I shop at?”
Asked ChatGPT
“What are the best fashion marketplaces?”
Asked ChatGPT
“What's the best fashion marketplace for designer clothes and accessories?”
Searched Google, AI Overview
“fashion marketplaces”
Searched Google, AI Overview
“clothes shopping online”
- 1ASOS
- 1
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Farfetch or Zalando more popular in search?
This chart shows how often people search Google for Farfetch and Zalando by name. Each line represents a brand's share of searches for all ten fashion marketplaces we track, month by month, from English-language searches worldwide.
Share of searches by month for Zalando, Farfetch. The figures are in the table below the chart.
View monthly share of searches table
| Month | Zalando | ASOS | Depop | Poshmark | Farfetch | The RealReal | Vestiaire Collective | Net-a-Porter | SSENSE | Shopbop |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 58.2% | 17.4% | 6.4% | 5.2% | 4.3% | 2.8% | 1.9% | 1.3% | 1.9% | 0.57% |
| Nov 2025 | 64.6% | 15.9% | 4.8% | 3.9% | 3.9% | 2.1% | 1.4% | 1.2% | 1.7% | 0.52% |
| Dec 2025 | 62.5% | 15.4% | 5.6% | 4.6% | 4.6% | 2.6% | 1.4% | 1.1% | 1.7% | 0.5% |
| Jan 2026 | 56.7% | 17% | 6.2% | 6.2% | 5.1% | 3.3% | 1.9% | 1.5% | 1.5% | 0.56% |
| Feb 2026 | 54.9% | 16.5% | 7.4% | 7.4% | 5% | 3.3% | 1.8% | 1.5% | 1.5% | 0.67% |
| Mar 2026 | 56.5% | 16.9% | 7.6% | 6.2% | 5.1% | 2.7% | 1.5% | 1.2% | 1.5% | 0.68% |
| Apr 2026 | 58.6% | 17.6% | 6.4% | 5.3% | 4.3% | 2.8% | 1.6% | 1.3% | 1.6% | 0.58% |
| May 2026 | 58.7% | 17.6% | 6.4% | 5.3% | 4.3% | 2.9% | 1.6% | 1.3% | 1.3% | 0.58% |
| Jun 2026 | 59.8% | 14.7% | 8% | 5.4% | 4.4% | 2.9% | 1.3% | 1.6% | 1.3% | 0.59% |
| Jul 2026 | 58.9% | 14.4% | 9.7% | 5.3% | 4.3% | 2.9% | 1.3% | 1.3% | 1.3% | 0.58% |
| Aug 2026 | 58.1% | 14.3% | 9.5% | 6.4% | 4.3% | 2.9% | 1.6% | 1% | 1.3% | 0.57% |
| Sep 2026 | 57.4% | 14.1% | 11.5% | 5.1% | 4.2% | 2.9% | 1.5% | 1.3% | 1.3% | 0.69% |
How has the Farfetch and Zalando comparison changed over the last 12 months?
3 findings
- Zalando was ahead of Farfetch in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Farfetch’s share of searches among fashion marketplaces worldwide moved from 4.3% to 4.2%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, Zalando’s share of searches among fashion marketplaces worldwide moved from 58.2% to 57.4%, and its estimated monthly branded searches held steady at 20.4M.
How did search popularity change for fashion marketplaces worldwide in September 2026?
1 change
In September 2026, Zalando lost share of searches among fashion marketplaces worldwide, from 58.1% to 57.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Farfetch’s and Zalando’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.
Other head-to-heads among fashion marketplaces
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