ASOS vs Boohoo:Which is searched more?
In September 2026, ASOS had more branded searches than Boohoo among online fashion retailers worldwide. ASOS was estimated to have 5M branded searches compared to Boohoo’s 1.2M, and held an 11.5% Share of Search versus Boohoo’s 2.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, ASOS or Boohoo?
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 by month for ASOS, Boohoo. The figures are in the table below the chart.
View monthly share of search table
| Month | Shein | ASOS | Boohoo | White Fox Boutique |
|---|---|---|---|---|
| Oct 2025 | 85.4% | 11.5% | 2.8% | 0.31% |
| Nov 2025 | 83.2% | 13.7% | 2.7% | 0.37% |
| Dec 2025 | 82.7% | 13.6% | 3.3% | 0.37% |
| Jan 2026 | 85.9% | 11.6% | 2.3% | 0.25% |
| Feb 2026 | 85.8% | 11.5% | 2.3% | 0.31% |
| Mar 2026 | 85.8% | 11.5% | 2.3% | 0.38% |
| Apr 2026 | 85.8% | 11.5% | 2.3% | 0.31% |
| May 2026 | 87.7% | 9.7% | 2.4% | 0.26% |
| Jun 2026 | 87.2% | 9.6% | 2.9% | 0.32% |
| Jul 2026 | 87.7% | 9.6% | 2.4% | 0.32% |
| Aug 2026 | 87.7% | 9.6% | 2.4% | 0.32% |
| Sep 2026 | 85.4% | 11.5% | 2.8% | 0.31% |
How has the ASOS and Boohoo comparison changed over the last 12 months?
3 findings
- ASOS was ahead of Boohoo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ASOS’s estimated Share of Search among online fashion retailers worldwide held steady at 11.5%, and its estimated monthly branded searches moved from 6.1M to 5M.
- Across the 12 months ending September 2026, Boohoo’s estimated Share of Search among online fashion retailers worldwide held steady at 2.8%, and its estimated monthly branded searches moved from 1.5M to 1.2M.
How did search popularity change for online fashion retailers worldwide in September 2026?
2 changes
In September 2026, ASOS gained estimated Share of Search among online fashion retailers worldwide, from 9.6% to 11.5%.
Estimated monthly branded searches for Boohoo worldwide fell 18.7% over 12 measured months, from 1.5M to 1.2M in September 2026.
Other head-to-heads among online fashion retailers
How each brand is measured
Brandwave collects information about searches that people make online using ASOS’s and Boohoo’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.
Put your own brand in this comparison
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