Brandwave

Vestiaire Collective vs Zalando:Which is more popular?

In September 2026, Zalando had more branded searches than Vestiaire Collective among fashion marketplaces worldwide. Zalando had about 20.4 million branded searches, while Vestiaire Collective had 550,000. Zalando made up 57.4% 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, Vestiaire Collective appeared in three of the five answers and Zalando in one. Vestiaire Collective was mentioned before Zalando in two out of three answers that named either.

Among fashion marketplaces worldwide in September 2026

Who do people search for more?

Zalando, about 37 searches for every 1 for Vestiaire Collective

Zalando 20.4M searchesVestiaire Collective 550K searches

Who does AI mention more?

Vestiaire Collective, mentioned in 3 of 5 answers, Zalando in 1

Vestiaire Collective in 3 of 5Zalando in 1 of 5

Who does AI recommend more?

Vestiaire Collective, named ahead of Zalando in 2 of 3 answers

Vestiaire Collective first in 2Zalando first in 1

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Top fashion marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two 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. Zalando was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Vestiaire Collective was listed before Zalando in two out of three answers that named either.

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 Vestiaire Collective or Zalando more popular in search?

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

Vestiaire Collective and Zalando among fashion marketplaces worldwide, by month

Share of searches by month for Zalando, 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 Vestiaire Collective and Zalando comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Zalando lost share of searches among fashion marketplaces worldwide, from 58.1% to 57.4%.

  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 Vestiaire Collective’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.

Vestiaire Collective

1 branded search term

  • vestiaire collective

Zalando

1 branded search term

  • zalando

How the Brand Demand Index is measured

Other head-to-heads among fashion marketplaces

Creator with pink hair and a pink jacket

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