Brandwave

How popular isDHL?

In September 2026, people searched for DHL by name about 42,600 times in New Zealand, about the same as the previous year. These searches made up 41.4% of all New Zealand customs broker searches, placing DHL first out of eight brokers. When we asked both ChatGPT and Google AI Overviews about customs brokers, DHL appeared in one of the five answers and was the seventh most recommended of the eight.

Search and AI answers in September 2026

DHL is the most searched of 8 competitors and the seventh most recommended in AI answers.

  1. DHLShare of searches 41.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  2. MainfreightShare of searches 36.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. FedExShare of searches 18.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Mondiale VGLShare of searches 2.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. Rocket Freight InternationalShare of searches 0.44%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top customs brokers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, DHL was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. DHL is the seventh most recommended of the eight.

Most recommended by AI

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

  1. Easy Freight1st
  2. Just Customs2nd
  3. Mainfreight3rd
  4. Rocket Freight International4th
  5. Platinum Freight5th
  6. Mondiale VGL6th
  7. DHL7th
  8. FedEx–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Easy Freight5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Just Customs5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mainfreight3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rocket Freight International3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mondiale VGL2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Platinum Freight2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DHL1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • FedEx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about customs brokers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which customs brokers compete with DHL?

DHL against customs brokers in New Zealand, by month

Share of searches by month for DHL, Mainfreight, FedEx, Mondiale VGL. The figures are in the table below the chart.

View monthly share of searches table
MonthDHLMainfreightFedExMondiale VGLRocket Freight InternationalEasy FreightJust CustomsPlatinum Freight
Oct 202538.4%41.2%17.1%2.7%0.34%0.18%0.04%0.04%
Nov 202535.9%45.3%15.8%2.6%0.31%0.13%0.02%0.02%
Dec 202542.7%38.2%16.2%2.5%0.26%0.13%0.04%0.04%
Jan 202640.6%41.8%14.8%2.2%0.29%0.23%0.04%0.06%
Feb 202640.5%41.8%14.8%2.2%0.35%0.19%0.04%0.06%
Mar 202643.1%37.6%15.9%2.5%0.59%0.2%0.04%0.02%
Apr 202642.3%35.9%18.1%2.9%0.36%0.29%0.04%0.02%
May 202641.9%36%18.2%2.9%0.68%0.23%0.06%0.04%
Jun 202642.7%35.1%17.9%3.4%0.54%0.23%0.04%0.02%
Jul 202641.7%36.3%18.4%2.9%0.36%0.23%0.02%0.06%
Aug 202641.5%36%18.2%3.6%0.44%0.23%0.06%0.04%
Sep 202641.4%36.7%18.2%2.9%0.44%0.23%0.06%0.04%

  1. 1.DHL

    41.4%

    Held 1st. 19.7K estimated branded searches, +0.66% vs prior month. Share -0.1 points.

  2. 2.Mainfreight

    36.7%

    Held 2nd. 17.5K estimated branded searches, +2.9% vs prior month. Share +0.7 points.

  3. 3.FedEx

    18.2%

    Held 3rd. 8.7K estimated branded searches, +1% vs prior month. Share 0 points.

  4. 4.Mondiale VGL

    2.9%

    Held 4th. 1.4K estimated branded searches, -17.8% vs prior month. Share -0.7 points.

  5. 5.Rocket Freight International

    0.44%

    Held 5th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Easy Freight

    0.23%

    Held 6th. 110 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Just Customs

    0.06%

    Held 7th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Platinum Freight

    0.04%

    Held 8th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between DHL and its closest rivals

Every comparison with DHL

15 comparisons

How has branded search demand for DHL changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for DHL in New Zealand held steady, from 42.4K to 42.6K.
  • Across the 12 months ending September 2026, DHL’s share of searches among customs brokers in New Zealand increased from 38.4% to 41.4%.
  • Across the 12 months ending September 2026, DHL’s share of searches among customs brokers in New Zealand peaked at 43.1% in March 2026 and was lowest at 35.9% in November 2025.
  • Across the 12 months ending September 2026, DHL rose from 2nd to 1st among customs brokers in New Zealand.

How did search popularity change for New Zealand customs brokers in September 2026?

6 changes

  1. In September 2026, Mainfreight gained share of searches among customs brokers in New Zealand, from 36% to 36.7%.

  2. In September 2026, Mondiale VGL lost share of searches among customs brokers in New Zealand, from 3.6% to 2.9%.

  3. DHL’s share of searches among customs brokers in New Zealand has lost ground for 3 months in a row, from 42.7% to 41.4% in September 2026.

  4. Estimated monthly branded searches for Just Customs in New Zealand rose 50% over 12 measured months, from 20 to 30 in September 2026.

  5. Estimated monthly branded searches for Rocket Freight International in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

  6. Estimated monthly branded searches for Easy Freight in New Zealand rose 22.2% over 12 measured months, from 90 to 110 in September 2026.

How are DHL’s branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using DHL’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • DHL
  • dhl couriers
  • dhl ecom
  • DHL Express
  • dhl freight
  • dhl logistics
  • DHL Lower Hutt
  • DHL Manukau
  • dhl shipping
  • dhl supply chain
  • DHL Tauranga
  • DHL Timaru
  • dhl tracking
  • DHL Whangarei
  • my dhl

Do you work for DHL? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does DHL compete?

DHL is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
courier and parcel delivery companies4th of 86%Show ranking
Freight and logistics companies1st of 743.4%Show ranking
Customs brokers1st of 841.4%Shown above
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Is DHL your brand?

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