ASOS vs SSENSE:Which is more popular?
In September 2026, ASOS had more branded searches than SSENSE among fashion marketplaces worldwide. ASOS had about 5 million branded searches, while SSENSE had 450,000. ASOS made up 14.1% of all fashion marketplace searches we track, and SSENSE accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about fashion marketplaces, ASOS and SSENSE each appeared in three of the five answers. SSENSE was mentioned before ASOS in three out of four answers.
Who do people search for more?
ASOS, about 11 searches for every 1 for SSENSE
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
SSENSE, named ahead of ASOS in 3 of 4 answers
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Top fashion marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ASOS was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. SSENSE was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. SSENSE was listed before ASOS in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Farfetch1st- SSENSE2nd
The RealReal3rd- ASOS4th
Vestiaire Collective5th
Poshmark6th
Depop7th
Zalando8th
Shopbop9th
Net-a-Porter–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The RealReal4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ASOS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Poshmark3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Farfetch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Vestiaire Collective3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- SSENSE3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Depop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Zalando1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Shopbop1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Net-a-Porter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about fashion marketplaces
5 answers
Asked ChatGPT
“Which fashion marketplace should I shop at?”
Asked ChatGPT
“What are the best fashion marketplaces?”
Asked ChatGPT
“What's the best fashion marketplace for designer clothes and accessories?”
Searched Google, AI Overview
“fashion marketplaces”
Searched Google, AI Overview
“clothes shopping online”
- 1ASOS
- 1
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 ASOS or SSENSE more popular in search?
This chart shows how often people search Google for ASOS and SSENSE by name. Each line represents a brand's share of searches for all ten fashion marketplaces we track, month by month, from English-language searches worldwide.
Share of searches by month for ASOS, SSENSE. The figures are in the table below the chart.
View monthly share of searches table
| Month | Zalando | ASOS | Depop | Poshmark | Farfetch | The RealReal | Vestiaire Collective | Net-a-Porter | SSENSE | Shopbop |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 58.2% | 17.4% | 6.4% | 5.2% | 4.3% | 2.8% | 1.9% | 1.3% | 1.9% | 0.57% |
| Nov 2025 | 64.6% | 15.9% | 4.8% | 3.9% | 3.9% | 2.1% | 1.4% | 1.2% | 1.7% | 0.52% |
| Dec 2025 | 62.5% | 15.4% | 5.6% | 4.6% | 4.6% | 2.6% | 1.4% | 1.1% | 1.7% | 0.5% |
| Jan 2026 | 56.7% | 17% | 6.2% | 6.2% | 5.1% | 3.3% | 1.9% | 1.5% | 1.5% | 0.56% |
| Feb 2026 | 54.9% | 16.5% | 7.4% | 7.4% | 5% | 3.3% | 1.8% | 1.5% | 1.5% | 0.67% |
| Mar 2026 | 56.5% | 16.9% | 7.6% | 6.2% | 5.1% | 2.7% | 1.5% | 1.2% | 1.5% | 0.68% |
| Apr 2026 | 58.6% | 17.6% | 6.4% | 5.3% | 4.3% | 2.8% | 1.6% | 1.3% | 1.6% | 0.58% |
| May 2026 | 58.7% | 17.6% | 6.4% | 5.3% | 4.3% | 2.9% | 1.6% | 1.3% | 1.3% | 0.58% |
| Jun 2026 | 59.8% | 14.7% | 8% | 5.4% | 4.4% | 2.9% | 1.3% | 1.6% | 1.3% | 0.59% |
| Jul 2026 | 58.9% | 14.4% | 9.7% | 5.3% | 4.3% | 2.9% | 1.3% | 1.3% | 1.3% | 0.58% |
| Aug 2026 | 58.1% | 14.3% | 9.5% | 6.4% | 4.3% | 2.9% | 1.6% | 1% | 1.3% | 0.57% |
| Sep 2026 | 57.4% | 14.1% | 11.5% | 5.1% | 4.2% | 2.9% | 1.5% | 1.3% | 1.3% | 0.69% |
How has the ASOS and SSENSE comparison changed over the last 12 months?
3 findings
- ASOS was ahead of SSENSE in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ASOS’s share of searches among fashion marketplaces worldwide moved from 17.4% to 14.1%, and its estimated monthly branded searches moved from 6.1M to 5M.
- Across the 12 months ending September 2026, SSENSE’s share of searches among fashion marketplaces worldwide moved from 1.9% to 1.3%, and its estimated monthly branded searches moved from 673K to 450K.
How did search popularity change for fashion marketplaces worldwide in September 2026?
2 changes
ASOS’s share of searches among fashion marketplaces worldwide has lost ground for 3 months in a row, from 14.7% to 14.1% in September 2026.
In September 2026, SSENSE fell from 8th to 9th among fashion marketplaces worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ASOS’s and SSENSE’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.
Other head-to-heads among fashion marketplaces
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