ASOS vs Zalando:Which is searched more?
In August 2026, Zalando had more branded searches than ASOS among fashion marketplaces worldwide. Zalando was estimated to have 20.4M branded searches compared to ASOS’s 5M, and held a 73.3% Share of Search versus ASOS’s 18%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, ASOS or Zalando?
Compare the sites people buy fashion from. 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 Zalando, ASOS. The figures are in the table below the chart.
View monthly share of search table
| Month | Zalando | ASOS |
|---|---|---|
| Oct 2025 | 70.1% | 21% |
| Nov 2025 | 74% | 18.2% |
| Dec 2025 | 73.3% | 18% |
| Jan 2026 | 68.8% | 20.6% |
| Feb 2026 | 68.6% | 20.7% |
| Mar 2026 | 69.2% | 20.7% |
| Apr 2026 | 70.1% | 21% |
| May 2026 | 70.1% | 21% |
| Jun 2026 | 72.3% | 17.7% |
| Jul 2026 | 72.9% | 17.9% |
| Aug 2026 | 73.3% | 18% |
| Sep 2026 | — | — |
How has the ASOS and Zalando comparison changed over the last 12 months?
3 findings
- Zalando was ahead of ASOS in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, ASOS’s estimated Share of Search among fashion marketplaces worldwide moved from 21% to 18%, and its estimated monthly branded searches moved from 6.1M to 5M.
- Across the 11 months ending August 2026, Zalando’s estimated Share of Search among fashion marketplaces worldwide moved from 70.1% to 73.3%, and its estimated monthly branded searches held steady at 20.4M.
How did search popularity change for fashion marketplaces worldwide in August 2026?
2 changes
Zalando’s estimated Share of Search among fashion marketplaces worldwide has gained ground for 3 months in a row, from 70.1% to 73.3% in August 2026.
Estimated monthly branded searches for ASOS worldwide fell 18.3% over 11 measured months, from 6.1M to 5M in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using ASOS’s and Zalando’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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