--- title: "Online fashion retailers: Which are searched most?" description: "Compare the online fashion retailers people choose between. Share of Search among Shein, ASOS, Boohoo and White Fox Boutique, the online fashion retailers Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/online-fashion-retailers" publisher: "Brandwave" --- # Online fashion retailers: Which are searched most? Compare the online fashion retailers people choose between. Share of Search among Shein, ASOS, Boohoo and White Fox Boutique, the online fashion retailers Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Online fashion retailers - **Market**: Global - **Brands compared**: 4 - **Month measured**: Sep 2026 - **Highest Share of Search**: Shein, 85.4% ## 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. - 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. ## Compare search popularity between leading brands - [Shein vs ASOS: compare search popularity](/demand/global-en/compare/asos-vs-shein): 85.4% against 11.5% Share of Search. - [Shein vs Boohoo: compare search popularity](/demand/global-en/compare/boohoo-vs-shein): 85.4% against 2.8% Share of Search. - [ASOS vs Boohoo: compare search popularity](/demand/global-en/compare/asos-vs-boohoo): 11.5% against 2.8% Share of Search. ## How did search popularity change for online fashion retailers worldwide in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Shein | 85.4% | 37.2M | -18.2% | Shein | | 2 | ASOS | 11.5% | 5M | 0.0% | ASOS | | 3 | Boohoo | 2.8% | 1.2M | 0.0% | Boohoo | | 4 | White Fox Boutique | 0.31% | 135K | -18.2% | White Fox Boutique | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Shein | 45.5M | 85.4% | 1 | | Oct 2025 | ASOS | 6.1M | 11.5% | 2 | | Oct 2025 | Boohoo | 1.5M | 2.8% | 3 | | Oct 2025 | White Fox Boutique | 165K | 0.31% | 4 | | Nov 2025 | Shein | 45.5M | 83.2% | 1 | | Nov 2025 | ASOS | 7.5M | 13.7% | 2 | | Nov 2025 | Boohoo | 1.5M | 2.7% | 3 | | Nov 2025 | White Fox Boutique | 201K | 0.37% | 4 | | Dec 2025 | Shein | 37.2M | 82.7% | 1 | | Dec 2025 | ASOS | 6.1M | 13.6% | 2 | | Dec 2025 | Boohoo | 1.5M | 3.3% | 3 | | Dec 2025 | White Fox Boutique | 165K | 0.37% | 4 | | Jan 2026 | Shein | 45.5M | 85.9% | 1 | | Jan 2026 | ASOS | 6.1M | 11.6% | 2 | | Jan 2026 | Boohoo | 1.2M | 2.3% | 3 | | Jan 2026 | White Fox Boutique | 135K | 0.25% | 4 | | Feb 2026 | Shein | 37.2M | 85.8% | 1 | | Feb 2026 | ASOS | 5M | 11.5% | 2 | | Feb 2026 | Boohoo | 1M | 2.3% | 3 | | Feb 2026 | White Fox Boutique | 135K | 0.31% | 4 | | Mar 2026 | Shein | 45.5M | 85.8% | 1 | | Mar 2026 | ASOS | 6.1M | 11.5% | 2 | | Mar 2026 | Boohoo | 1.2M | 2.3% | 3 | | Mar 2026 | White Fox Boutique | 201K | 0.38% | 4 | | Apr 2026 | Shein | 45.5M | 85.8% | 1 | | Apr 2026 | ASOS | 6.1M | 11.5% | 2 | | Apr 2026 | Boohoo | 1.2M | 2.3% | 3 | | Apr 2026 | White Fox Boutique | 165K | 0.31% | 4 | | May 2026 | Shein | 55.6M | 87.7% | 1 | | May 2026 | ASOS | 6.1M | 9.7% | 2 | | May 2026 | Boohoo | 1.5M | 2.4% | 3 | | May 2026 | White Fox Boutique | 165K | 0.26% | 4 | | Jun 2026 | Shein | 45.5M | 87.2% | 1 | | Jun 2026 | ASOS | 5M | 9.6% | 2 | | Jun 2026 | Boohoo | 1.5M | 2.9% | 3 | | Jun 2026 | White Fox Boutique | 165K | 0.32% | 4 | | Jul 2026 | Shein | 45.5M | 87.7% | 1 | | Jul 2026 | ASOS | 5M | 9.6% | 2 | | Jul 2026 | Boohoo | 1.2M | 2.4% | 3 | | Jul 2026 | White Fox Boutique | 165K | 0.32% | 4 | | Aug 2026 | Shein | 45.5M | 87.7% | 1 | | Aug 2026 | ASOS | 5M | 9.6% | 2 | | Aug 2026 | Boohoo | 1.2M | 2.4% | 3 | | Aug 2026 | White Fox Boutique | 165K | 0.32% | 4 | | Sep 2026 | Shein | 37.2M | 85.4% | 1 | | Sep 2026 | ASOS | 5M | 11.5% | 2 | | Sep 2026 | Boohoo | 1.2M | 2.8% | 3 | | Sep 2026 | White Fox Boutique | 135K | 0.31% | 4 | ## What is being compared - **ASOS**: Measured on the search term “asos”. - **Boohoo**: Measured on the search term “boohoo”. - **Shein**: Measured on the search term “shein”. - **White Fox Boutique**: Measured on the search term “white fox boutique”. - [ASOS](/demand/global-en/brands/asos) - [Boohoo](/demand/global-en/brands/boohoo) - [Shein](/demand/global-en/brands/shein) - [White Fox Boutique](/demand/global-en/brands/white-fox-boutique) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Online fashion retailers: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/online-fashion-retailers This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/online-fashion-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.