Brandwave

DHL vs Mainfreight:Which is more popular?

In September 2026, DHL had more branded searches than Mainfreight among customs brokers in New Zealand. DHL had about 19,700 branded searches, while Mainfreight had 17,500. DHL made up 41.4% of all customs broker searches we track, and Mainfreight accounted for 36.7%. When we asked ChatGPT and Google AI Overviews about customs brokers, Mainfreight appeared in three of the five answers and DHL in one. Mainfreight was mentioned before DHL in every answer that named either.

Among customs brokers in New Zealand in September 2026

Who do people search for more?

DHL, about 13% more searches than Mainfreight

DHL 19.7K searchesMainfreight 17.5K searches

Who does AI mention more?

Mainfreight, mentioned in 3 of 5 answers, DHL in 1

Mainfreight in 3 of 5DHL in 1 of 5

Who does AI recommend more?

Mainfreight, named ahead of DHL in 3 of 3 answers

Mainfreight first in 3DHL never first

Follow DHL vs Mainfreight and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top customs brokers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mainfreight was mentioned in three out of five: in one of the three ChatGPT answers and in both 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. Mainfreight was listed before DHL in every answer that named either.

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.

Is DHL or Mainfreight more popular in search?

This chart shows how often people search Google for DHL and Mainfreight 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.

DHL and Mainfreight among customs brokers in New Zealand, by month

Share of searches by month for DHL, Mainfreight. 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%

How has the DHL and Mainfreight comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: DHL took it in December 2025, Mainfreight took it in January 2026, DHL took it in March 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, Mainfreight’s share of searches among customs brokers in New Zealand moved from 41.2% to 36.7%, and its estimated monthly branded searches moved from 20.9K to 17.5K.

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

2 changes

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

  2. 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?

16 search terms

Brandwave collects information about searches that people make online using DHL’s and Mainfreight’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.

DHL

10 branded search terms

  • DHL
  • dhl ecom
  • DHL Express
  • DHL Lower Hutt
  • DHL Manukau
  • dhl supply chain
  • DHL Tauranga
  • DHL Timaru
  • DHL Whangarei
  • my dhl

Mainfreight

6 branded search terms

  • don braid mainfreight
  • mainchain mainfreight
  • Mainfreight
  • Mainfreight Hamilton
  • mainfreight mainchain
  • Mainfreight Thames

How the Brand Demand Index is measured

Other head-to-heads among customs brokers

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free