ASOS vs Shein:Which is searched more?
In September 2026, Shein had more branded searches than ASOS among online fashion retailers worldwide. Shein was estimated to have 37.2M branded searches compared to ASOS’s 5M, and held an 85.4% Share of Search versus ASOS’s 11.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, ASOS or Shein?
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 Shein, ASOS. 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 Shein comparison changed over the last 12 months?
3 findings
- Shein was ahead of ASOS 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, Shein’s estimated Share of Search among online fashion retailers worldwide held steady at 85.4%, and its estimated monthly branded searches moved from 45.5M to 37.2M.
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%.
In September 2026, Shein lost estimated Share of Search among online fashion retailers worldwide, from 87.7% to 85.4%.
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 Shein’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
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.