Brandwave

Online fashion retailers:Which are searched most?

In September 2026, Shein was the most searched among online fashion retailers worldwide, with an estimated 37.2M branded searches and 85.4% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Shein85.4%
  2. ASOS11.5%
  3. Boohoo2.8%
  4. White Fox Boutique0.31%

Follow online fashion retailers and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare the online fashion retailers people choose between. 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 online fashion retailers worldwide, by month

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

View monthly share of search table
MonthSheinASOSBoohooWhite Fox Boutique
Oct 202585.4%11.5%2.8%0.31%
Nov 202583.2%13.7%2.7%0.37%
Dec 202582.7%13.6%3.3%0.37%
Jan 202685.9%11.6%2.3%0.25%
Feb 202685.8%11.5%2.3%0.31%
Mar 202685.8%11.5%2.3%0.38%
Apr 202685.8%11.5%2.3%0.31%
May 202687.7%9.7%2.4%0.26%
Jun 202687.2%9.6%2.9%0.32%
Jul 202687.7%9.6%2.4%0.32%
Aug 202687.7%9.6%2.4%0.32%
Sep 202685.4%11.5%2.8%0.31%

This month’s ranking, September 2026

  1. 1.Shein

    85.4%

    Held 1st. 37.2M estimated branded searches, -18.2% vs prior month. Share -2.3 points.

  2. 2.ASOS

    11.5%

    Held 2nd. 5M estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Boohoo

    2.8%

    Held 3rd. 1.2M estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.White Fox Boutique

    0.31%

    Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among online fashion retailers worldwide?

In September 2026, Shein was the most searched among online fashion retailers worldwide, with an estimated 37.2M branded searches and 85.4% estimated Share of Search within this set. ASOS is in 2nd place, 73.9 percentage points behind at 11.5% Share of Search.

Global online fashion retailers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Shein85.4%87.7%May 202682.7%Dec 20251st
ASOS11.5%13.7%Nov 20259.6%Jun 20262nd
Boohoo2.8%3.3%Dec 20252.3%Mar 20263rd
White Fox Boutique0.31%0.38%Mar 20260.25%Jan 20264th

Each finding as a sentence

  • Across the 12 months ending September 2026, Shein’s estimated Share of Search among online fashion retailers worldwide peaked at 87.7% in May 2026 and was lowest at 82.7% in December 2025.
  • 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.
  • Across the 12 months ending September 2026, Boohoo’s estimated Share of Search among online fashion retailers worldwide peaked at 3.3% in December 2025 and was lowest at 2.3% in March 2026.
  • Across the 12 months ending September 2026, Shein, ASOS, Boohoo and White Fox Boutique held steady: their estimated Share of Search among online fashion retailers worldwide each moved less than 0.5 percentage points.

How did search popularity change for online fashion retailers worldwide in September 2026?

  1. In September 2026, ASOS gained estimated Share of Search among online fashion retailers worldwide, from 9.6% to 11.5%.

  2. In September 2026, Shein lost estimated Share of Search among online fashion retailers worldwide, from 87.7% to 85.4%.

  3. Estimated monthly branded searches for Boohoo worldwide fell 18.7% over 12 measured months, from 1.5M to 1.2M in September 2026.

  4. Estimated monthly branded searches for White Fox Boutique worldwide fell 18.2% over 12 measured months, from 165K to 135K in September 2026.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start free