DHL vs FedEx:Which is more popular?
In September 2026, DHL had more branded searches than FedEx among customs brokers in New Zealand. DHL had about 19,700 branded searches, while FedEx had 8,670. DHL made up 41.4% of all customs broker searches we track, and FedEx accounted for 18.2%. When we asked ChatGPT and Google AI Overviews about customs brokers, DHL appeared in one of the five answers and FedEx in none.
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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. FedEx did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which customs broker should I hire in New Zealand?”
Asked ChatGPT
“What are the best customs brokers in New Zealand?”
Asked ChatGPT
“What's the best customs broker in New Zealand for an import business?”
Searched Google, AI Overview
“customs brokers nz”
Searched Google, AI Overview
“import broker nz”
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.
Is DHL or FedEx more popular in search?
This chart shows how often people search Google for DHL and FedEx by name. Each line represents a brand's share of searches for all eight customs brokers we track, month by month, from searches in New Zealand.
Share of searches by month for DHL, FedEx. The figures are in the table below the chart.
View monthly share of searches table
| Month | DHL | Mainfreight | FedEx | Mondiale VGL | Rocket Freight International | Easy Freight | Just Customs | Platinum Freight |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.4% | 41.2% | 17.1% | 2.7% | 0.34% | 0.18% | 0.04% | 0.04% |
| Nov 2025 | 35.9% | 45.3% | 15.8% | 2.6% | 0.31% | 0.13% | 0.02% | 0.02% |
| Dec 2025 | 42.7% | 38.2% | 16.2% | 2.5% | 0.26% | 0.13% | 0.04% | 0.04% |
| Jan 2026 | 40.6% | 41.8% | 14.8% | 2.2% | 0.29% | 0.23% | 0.04% | 0.06% |
| Feb 2026 | 40.5% | 41.8% | 14.8% | 2.2% | 0.35% | 0.19% | 0.04% | 0.06% |
| Mar 2026 | 43.1% | 37.6% | 15.9% | 2.5% | 0.59% | 0.2% | 0.04% | 0.02% |
| Apr 2026 | 42.3% | 35.9% | 18.1% | 2.9% | 0.36% | 0.29% | 0.04% | 0.02% |
| May 2026 | 41.9% | 36% | 18.2% | 2.9% | 0.68% | 0.23% | 0.06% | 0.04% |
| Jun 2026 | 42.7% | 35.1% | 17.9% | 3.4% | 0.54% | 0.23% | 0.04% | 0.02% |
| Jul 2026 | 41.7% | 36.3% | 18.4% | 2.9% | 0.36% | 0.23% | 0.02% | 0.06% |
| Aug 2026 | 41.5% | 36% | 18.2% | 3.6% | 0.44% | 0.23% | 0.06% | 0.04% |
| Sep 2026 | 41.4% | 36.7% | 18.2% | 2.9% | 0.44% | 0.23% | 0.06% | 0.04% |
How has the DHL and FedEx comparison changed over the last 12 months?
3 findings
- DHL was ahead of FedEx in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DHL’s share of searches among customs brokers in New Zealand moved from 38.4% to 41.4%, and its estimated monthly branded searches moved from 19.4K to 19.7K.
- Across the 12 months ending September 2026, FedEx’s share of searches among customs brokers in New Zealand moved from 17.1% to 18.2%, and its estimated monthly branded searches held steady at 8.7K.
How did search popularity change for New Zealand customs brokers in September 2026?
1 change
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.
How are branded searches counted?
18 search terms
Brandwave collects information about searches that people make online using DHL’s and FedEx’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 customs brokers
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