Brandwave

DHL vs UPS:Which is more popular?

In September 2026, DHL and UPS were level in searches among freight and logistics companies worldwide, with an estimated 9.1M branded searches each, at 34.4% of the total each. When we asked ChatGPT and Google AI Overviews about freight and logistics companies, DHL and UPS each appeared in three of the four answers. DHL and UPS were each mentioned first in two of the four answers.

Among freight and logistics companies worldwide in September 2026

Who do people search for more?

DHL and UPS are searched for about as often as each other.

DHL 9.1M searchesUPS 9.1M searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

DHL in 3 of 4UPS in 3 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

DHL first in 2UPS first in 2

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Top freight and logistics companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, DHL was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. UPS was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. DHL and UPS were each listed first in two of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. C.H. Robinson1st
  2. UPS2nd
  3. DHL3rd
  4. FedEx4th
  5. Kuehne+Nagel5th
  6. Old Dominion Freight Line6th
  7. Toll–
  8. Big Chill–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • C.H. Robinson4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • DHL3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • UPS3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kuehne+Nagel3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Old Dominion Freight Line3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • FedEx2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Toll0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Big Chill0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about freight and logistics companies

4 answers

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 DHL or UPS more popular in search?

This chart shows how often people search Google for DHL and UPS by name. Each line represents a brand's share of searches for all eight freight and logistics companies we track, month by month, from English-language searches worldwide.

DHL and UPS among freight and logistics companies worldwide, by month

Share of searches by month for DHL, UPS. The figures are in the table below the chart.

View monthly share of searches table
MonthDHLUPSFedExKuehne+NagelTollOld Dominion Freight LineC.H. RobinsonBig Chill
Oct 202534.5%34.5%28.4%0.94%0.94%0.4%0.19%0.15%
Nov 202534.6%34.6%28.5%0.77%0.94%0.33%0.15%0.15%
Dec 202537.2%30.3%30.3%0.67%0.82%0.35%0.14%0.14%
Jan 202634.5%34.5%28.4%0.93%1.1%0.34%0.15%0.15%
Feb 202634.4%34.4%28.2%1.1%0.93%0.48%0.23%0.19%
Mar 202636.8%30.3%30.3%1%0.82%0.42%0.2%0.2%
Apr 202634.4%34.4%28.2%1.1%0.93%0.48%0.23%0.19%
May 202634.4%34.4%28.2%1.1%0.93%0.47%0.23%0.23%
Jun 202634.4%34.4%28.2%1.1%0.93%0.48%0.23%0.19%
Jul 202634.4%34.4%28.2%1.1%0.93%0.48%0.23%0.19%
Aug 202634.4%34.4%28.2%1.1%0.93%0.48%0.23%0.19%
Sep 202634.4%34.4%28.2%1.1%0.93%0.48%0.23%0.15%

How has the DHL and UPS comparison changed over the last 12 months?

3 findings
  • DHL was ahead of UPS in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, DHL’s share of searches among freight and logistics companies worldwide moved from 34.5% to 34.4%, and its estimated monthly branded searches moved from 11.1M to 9.1M.
  • Across the 12 months ending September 2026, UPS’s share of searches among freight and logistics companies worldwide moved from 34.5% to 34.4%, and its estimated monthly branded searches moved from 11.1M to 9.1M.

How did search popularity change for freight and logistics companies worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for DHL worldwide fell 17.7% over 12 measured months, from 11.1M to 9.1M in September 2026.

  2. Estimated monthly branded searches for UPS worldwide fell 17.7% over 12 measured months, from 11.1M to 9.1M in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using DHL’s and UPS’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.

DHL

1 branded search term

  • dhl

UPS

1 branded search term

  • ups

How the Brand Demand Index is measured

Other head-to-heads among freight and logistics companies

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