Brandwave

ASOS vs Vestiaire Collective:Which is more popular?

In September 2026, ASOS had more branded searches than Vestiaire Collective among fashion marketplaces worldwide. ASOS had about 5 million branded searches, while Vestiaire Collective had 550,000. ASOS made up 14.1% of all fashion marketplace searches we track, and Vestiaire Collective accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about fashion marketplaces, ASOS and Vestiaire Collective each appeared in three of the five answers. ASOS and Vestiaire Collective were each mentioned first in two of the four answers.

Among fashion marketplaces worldwide in September 2026

Who do people search for more?

ASOS, about 9 searches for every 1 for Vestiaire Collective

ASOS 5M searchesVestiaire Collective 550K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

ASOS in 3 of 5Vestiaire Collective in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

ASOS first in 2Vestiaire Collective first in 2

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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. Vestiaire Collective was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ASOS and Vestiaire Collective were each listed first in two of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Farfetch1st
  2. SSENSE2nd
  3. The RealReal3rd
  4. ASOS4th
  5. Vestiaire Collective5th
  6. Poshmark6th
  7. Depop7th
  8. Zalando8th
  9. Shopbop9th
  10. 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

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 Vestiaire Collective more popular in search?

This chart shows how often people search Google for ASOS and Vestiaire Collective 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.

ASOS and Vestiaire Collective among fashion marketplaces worldwide, by month

Share of searches by month for ASOS, Vestiaire Collective. The figures are in the table below the chart.

View monthly share of searches table
MonthZalandoASOSDepopPoshmarkFarfetchThe RealRealVestiaire CollectiveNet-a-PorterSSENSEShopbop
Oct 202558.2%17.4%6.4%5.2%4.3%2.8%1.9%1.3%1.9%0.57%
Nov 202564.6%15.9%4.8%3.9%3.9%2.1%1.4%1.2%1.7%0.52%
Dec 202562.5%15.4%5.6%4.6%4.6%2.6%1.4%1.1%1.7%0.5%
Jan 202656.7%17%6.2%6.2%5.1%3.3%1.9%1.5%1.5%0.56%
Feb 202654.9%16.5%7.4%7.4%5%3.3%1.8%1.5%1.5%0.67%
Mar 202656.5%16.9%7.6%6.2%5.1%2.7%1.5%1.2%1.5%0.68%
Apr 202658.6%17.6%6.4%5.3%4.3%2.8%1.6%1.3%1.6%0.58%
May 202658.7%17.6%6.4%5.3%4.3%2.9%1.6%1.3%1.3%0.58%
Jun 202659.8%14.7%8%5.4%4.4%2.9%1.3%1.6%1.3%0.59%
Jul 202658.9%14.4%9.7%5.3%4.3%2.9%1.3%1.3%1.3%0.58%
Aug 202658.1%14.3%9.5%6.4%4.3%2.9%1.6%1%1.3%0.57%
Sep 202657.4%14.1%11.5%5.1%4.2%2.9%1.5%1.3%1.3%0.69%

How has the ASOS and Vestiaire Collective comparison changed over the last 12 months?

3 findings

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

2 changes

  1. 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.

  2. Estimated monthly branded searches for Vestiaire Collective worldwide fell 18.3% over 12 measured months, from 673K to 550K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ASOS’s and Vestiaire Collective’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.

ASOS

1 branded search term

  • asos

Vestiaire Collective

1 branded search term

  • vestiaire collective

How the Brand Demand Index is measured

Other head-to-heads among fashion marketplaces

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