---
title: "Online fashion retailers in New Zealand: Which brands are most popular in search?"
description: "Compare the online fashion stores that ship clothing, shoes and accessories to New Zealand. Share of Search among Shein, Princess Polly, ASOS, The Iconic, Showpo, Boohoo, Stylerunner, Hello Molly and White Fox Boutique, the online fashion retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-online-fashion-retailers"
publisher: "Brandwave"
---

# Online fashion retailers in New Zealand: Which brands are most popular in search?

Compare the online fashion stores that ship clothing, shoes and accessories to New Zealand. Share of Search among Shein, Princess Polly, ASOS, The Iconic, Showpo, Boohoo, Stylerunner, Hello Molly and White Fox Boutique, the online fashion retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Online fashion retailers
- **Market**: New Zealand
- **Brands compared**: 9
- **Month measured**: Aug 2026
- **Highest Share of Search**: Shein, 65.9%

## Which brand is most popular in search among online fashion retailers in New Zealand?

- In August 2026, Shein was the most searched among online fashion retailers in New Zealand, with an estimated 292K branded searches and 65.9% estimated Share of Search within this set.
- Princess Polly is in 2nd place, 56.9 percentage points behind at 9% Share of Search.
- Across the 11 months ending August 2026, Princess Polly’s estimated Share of Search among online fashion retailers in New Zealand decreased from 9.8% to 9%.
- Across the 11 months ending August 2026, ASOS’s estimated Share of Search among online fashion retailers in New Zealand increased from 5.9% to 6.8%.
- Across the 11 months ending August 2026, The Iconic’s estimated Share of Search among online fashion retailers in New Zealand increased from 6% to 6.8%.
- Across the 11 months ending August 2026, Boohoo’s estimated Share of Search among online fashion retailers in New Zealand decreased from 4.2% to 3%.
- Across the 11 months ending August 2026, Shein’s estimated Share of Search among online fashion retailers in New Zealand peaked at 67.1% in June 2026 and was lowest at 57.3% in November 2025.
- Across the 11 months ending August 2026, Princess Polly’s estimated Share of Search among online fashion retailers in New Zealand peaked at 12.1% in November 2025 and was lowest at 8.5% in July 2026.
- Across the 11 months ending August 2026, ASOS’s estimated Share of Search among online fashion retailers in New Zealand peaked at 7.8% in July 2026 and was lowest at 5.7% in December 2025.
- Across the 11 months ending August 2026, The Iconic’s estimated Share of Search among online fashion retailers in New Zealand peaked at 9% in November 2025 and was lowest at 6% in October 2025.
- Across the 11 months ending August 2026, Showpo’s estimated Share of Search among online fashion retailers in New Zealand peaked at 4% in February 2026 and was lowest at 3% in June 2026.
- Across the 11 months ending August 2026, Boohoo’s estimated Share of Search among online fashion retailers in New Zealand peaked at 5.7% in November 2025 and was lowest at 3% in August 2026.
- Across the 11 months ending August 2026, Stylerunner’s estimated Share of Search among online fashion retailers in New Zealand peaked at 3.6% in December 2025 and was lowest at 2.1% in October 2025.
- Across the 11 months ending August 2026, Hello Molly’s estimated Share of Search among online fashion retailers in New Zealand peaked at 3.1% in March 2026 and was lowest at 1.6% in December 2025.
- Across the 11 months ending August 2026, ASOS rose from 4th to 3rd among online fashion retailers in New Zealand.
- Across the 11 months ending August 2026, The Iconic fell from 3rd to 4th among online fashion retailers in New Zealand.
- Across the 11 months ending August 2026, Showpo rose from 6th to 5th among online fashion retailers in New Zealand.
- Across the 11 months ending August 2026, Boohoo fell from 5th to 6th among online fashion retailers in New Zealand.
- Across the 11 months ending August 2026, Shein, Stylerunner, Hello Molly and White Fox Boutique held steady: their estimated Share of Search among online fashion retailers in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Shein vs Princess Polly: compare search popularity](/demand/nz/compare/princess-polly-vs-shein): 65.9% against 9% Share of Search.
- [Shein vs ASOS: compare search popularity](/demand/nz/compare/asos-vs-shein): 65.9% against 6.8% Share of Search.
- [Shein vs The Iconic: compare search popularity](/demand/nz/compare/shein-vs-the-iconic): 65.9% against 6.8% Share of Search.
- [Shein vs Showpo: compare search popularity](/demand/nz/compare/shein-vs-showpo): 65.9% against 3.7% Share of Search.
- [Princess Polly vs ASOS: compare search popularity](/demand/nz/compare/asos-vs-princess-polly): 9% against 6.8% Share of Search.
- [Princess Polly vs The Iconic: compare search popularity](/demand/nz/compare/princess-polly-vs-the-iconic): 9% against 6.8% Share of Search.
- [Princess Polly vs Showpo: compare search popularity](/demand/nz/compare/princess-polly-vs-showpo): 9% against 3.7% Share of Search.
- [ASOS vs The Iconic: compare search popularity](/demand/nz/compare/asos-vs-the-iconic): 6.8% Share of Search each.
- [ASOS vs Showpo: compare search popularity](/demand/nz/compare/asos-vs-showpo): 6.8% against 3.7% Share of Search.
- [The Iconic vs Showpo: compare search popularity](/demand/nz/compare/showpo-vs-the-iconic): 6.8% against 3.7% Share of Search.

## How did search popularity change for New Zealand online fashion retailers in August 2026?

- In August 2026, Princess Polly gained estimated Share of Search among online fashion retailers in New Zealand, from 8.5% to 9%.
- In August 2026, ASOS lost estimated Share of Search among online fashion retailers in New Zealand, from 7.8% to 6.8%.
- Hello Molly’s estimated Share of Search among online fashion retailers in New Zealand has lost ground for 3 months in a row, from 2.9% to 1.9% in August 2026.
- Estimated monthly branded searches for Boohoo in New Zealand fell 37% over 11 measured months, from 21K to 13.2K in August 2026.
- Estimated monthly branded searches for Showpo in New Zealand fell 17% over 11 measured months, from 19.8K to 16.5K in August 2026.
- Estimated monthly branded searches for Shein in New Zealand fell 11.4% over 11 measured months, from 329K to 292K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Shein | 65.9% | 292K | +13.7% | Shein |
| 2 | Princess Polly | 9% | 39.9K | +19.8% | Princess Polly |
| 3 | ASOS | 6.8% | 30.1K | -1.7% | ASOS |
| 4 | The Iconic | 6.8% | 29.9K | +21.9% | The Iconic |
| 5 | Showpo | 3.7% | 16.5K | +22.3% | Showpo |
| 6 | Boohoo | 3% | 13.2K | +8.1% | Boohoo |
| 7 | Stylerunner | 2.4% | 10.6K | +0.1% | Stylerunner |
| 8 | Hello Molly | 1.9% | 8.6K | +4.0% | Hello Molly |
| 9 | White Fox Boutique | 0.55% | 2.4K | +11.0% | White Fox Boutique |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Shein | 329K | 65.7% | 1 |
| Oct 2025 | Princess Polly | 49.4K | 9.8% | 2 |
| Oct 2025 | The Iconic | 30K | 6% | 3 |
| Oct 2025 | ASOS | 29.7K | 5.9% | 4 |
| Oct 2025 | Boohoo | 21K | 4.2% | 5 |
| Oct 2025 | Showpo | 19.8K | 4% | 6 |
| Oct 2025 | Stylerunner | 10.6K | 2.1% | 7 |
| Oct 2025 | Hello Molly | 8.8K | 1.8% | 8 |
| Oct 2025 | White Fox Boutique | 2.7K | 0.53% | 9 |
| Nov 2025 | Shein | 284K | 57.3% | 1 |
| Nov 2025 | Princess Polly | 60.2K | 12.1% | 2 |
| Nov 2025 | The Iconic | 44.9K | 9% | 3 |
| Nov 2025 | ASOS | 30.1K | 6.1% | 4 |
| Nov 2025 | Boohoo | 28.3K | 5.7% | 5 |
| Nov 2025 | Showpo | 19.9K | 4% | 6 |
| Nov 2025 | Stylerunner | 15.9K | 3.2% | 7 |
| Nov 2025 | Hello Molly | 9.3K | 1.9% | 8 |
| Nov 2025 | White Fox Boutique | 3.3K | 0.67% | 9 |
| Dec 2025 | Shein | 221K | 61.9% | 1 |
| Dec 2025 | Princess Polly | 40.4K | 11.3% | 2 |
| Dec 2025 | The Iconic | 29.2K | 8.2% | 3 |
| Dec 2025 | ASOS | 20.3K | 5.7% | 4 |
| Dec 2025 | Boohoo | 13.3K | 3.7% | 5 |
| Dec 2025 | Stylerunner | 13K | 3.6% | 6 |
| Dec 2025 | Showpo | 11.6K | 3.2% | 7 |
| Dec 2025 | Hello Molly | 5.9K | 1.6% | 8 |
| Dec 2025 | White Fox Boutique | 2.7K | 0.75% | 9 |
| Jan 2026 | Shein | 221K | 62.4% | 1 |
| Jan 2026 | Princess Polly | 33.3K | 9.4% | 2 |
| Jan 2026 | ASOS | 25.7K | 7.3% | 3 |
| Jan 2026 | The Iconic | 24.6K | 6.9% | 4 |
| Jan 2026 | Boohoo | 14.9K | 4.2% | 5 |
| Jan 2026 | Showpo | 13.9K | 3.9% | 6 |
| Jan 2026 | Stylerunner | 10.7K | 3% | 7 |
| Jan 2026 | Hello Molly | 8.4K | 2.4% | 8 |
| Jan 2026 | White Fox Boutique | 1.8K | 0.52% | 9 |
| Feb 2026 | Shein | 211K | 61.4% | 1 |
| Feb 2026 | Princess Polly | 33.2K | 9.7% | 2 |
| Feb 2026 | ASOS | 25.1K | 7.3% | 3 |
| Feb 2026 | The Iconic | 23.4K | 6.8% | 4 |
| Feb 2026 | Boohoo | 14.9K | 4.3% | 5 |
| Feb 2026 | Showpo | 13.9K | 4% | 6 |
| Feb 2026 | Hello Molly | 10.2K | 3% | 7 |
| Feb 2026 | Stylerunner | 10.1K | 2.9% | 8 |
| Feb 2026 | White Fox Boutique | 1.7K | 0.51% | 9 |
| Mar 2026 | Shein | 256K | 62.9% | 1 |
| Mar 2026 | Princess Polly | 39.7K | 9.8% | 2 |
| Mar 2026 | The Iconic | 27.7K | 6.8% | 3 |
| Mar 2026 | ASOS | 24.8K | 6.1% | 4 |
| Mar 2026 | Showpo | 15.6K | 3.8% | 5 |
| Mar 2026 | Boohoo | 15K | 3.7% | 6 |
| Mar 2026 | Stylerunner | 13K | 3.2% | 7 |
| Mar 2026 | Hello Molly | 12.6K | 3.1% | 8 |
| Mar 2026 | White Fox Boutique | 2.5K | 0.6% | 9 |
| Apr 2026 | Shein | 257K | 62.7% | 1 |
| Apr 2026 | Princess Polly | 39.6K | 9.7% | 2 |
| Apr 2026 | ASOS | 29.9K | 7.3% | 3 |
| Apr 2026 | The Iconic | 28.7K | 7% | 4 |
| Apr 2026 | Boohoo | 14.9K | 3.6% | 5 |
| Apr 2026 | Showpo | 13.2K | 3.2% | 6 |
| Apr 2026 | Stylerunner | 12.4K | 3% | 7 |
| Apr 2026 | Hello Molly | 12K | 2.9% | 8 |
| Apr 2026 | White Fox Boutique | 2.1K | 0.52% | 9 |
| May 2026 | Shein | 257K | 63.4% | 1 |
| May 2026 | Princess Polly | 41.3K | 10.2% | 2 |
| May 2026 | The Iconic | 28.8K | 7.1% | 3 |
| May 2026 | ASOS | 25.4K | 6.3% | 4 |
| May 2026 | Boohoo | 15K | 3.7% | 5 |
| May 2026 | Showpo | 13.3K | 3.3% | 6 |
| May 2026 | Hello Molly | 11.8K | 2.9% | 7 |
| May 2026 | Stylerunner | 10.6K | 2.6% | 8 |
| May 2026 | White Fox Boutique | 2.1K | 0.53% | 9 |
| Jun 2026 | Shein | 302K | 67.1% | 1 |
| Jun 2026 | Princess Polly | 40.6K | 9% | 2 |
| Jun 2026 | The Iconic | 29.6K | 6.6% | 3 |
| Jun 2026 | ASOS | 25.9K | 5.7% | 4 |
| Jun 2026 | Boohoo | 13.5K | 3% | 5 |
| Jun 2026 | Showpo | 13.3K | 3% | 6 |
| Jun 2026 | Stylerunner | 13K | 2.9% | 7 |
| Jun 2026 | Hello Molly | 9.9K | 2.2% | 8 |
| Jun 2026 | White Fox Boutique | 2.6K | 0.58% | 9 |
| Jul 2026 | Shein | 257K | 65.5% | 1 |
| Jul 2026 | Princess Polly | 33.3K | 8.5% | 2 |
| Jul 2026 | ASOS | 30.6K | 7.8% | 3 |
| Jul 2026 | The Iconic | 24.5K | 6.3% | 4 |
| Jul 2026 | Showpo | 13.5K | 3.4% | 5 |
| Jul 2026 | Boohoo | 12.2K | 3.1% | 6 |
| Jul 2026 | Stylerunner | 10.6K | 2.7% | 7 |
| Jul 2026 | Hello Molly | 8.3K | 2.1% | 8 |
| Jul 2026 | White Fox Boutique | 2.2K | 0.56% | 9 |
| Aug 2026 | Shein | 292K | 65.9% | 1 |
| Aug 2026 | Princess Polly | 39.9K | 9% | 2 |
| Aug 2026 | ASOS | 30.1K | 6.8% | 3 |
| Aug 2026 | The Iconic | 29.9K | 6.8% | 4 |
| Aug 2026 | Showpo | 16.5K | 3.7% | 5 |
| Aug 2026 | Boohoo | 13.2K | 3% | 6 |
| Aug 2026 | Stylerunner | 10.6K | 2.4% | 7 |
| Aug 2026 | Hello Molly | 8.6K | 1.9% | 8 |
| Aug 2026 | White Fox Boutique | 2.4K | 0.55% | 9 |
| Sep 2026 | ASOS | — | — | — |
| Sep 2026 | Boohoo | — | — | — |
| Sep 2026 | Hello Molly | — | — | — |
| Sep 2026 | Princess Polly | — | — | — |
| Sep 2026 | Shein | — | — | — |
| Sep 2026 | Showpo | — | — | — |
| Sep 2026 | Stylerunner | — | — | — |
| Sep 2026 | The Iconic | — | — | — |
| Sep 2026 | White Fox Boutique | — | — | — |

## What is being compared

- **ASOS**: Measured on the search terms “asos”, “asos aus”, “asos boots”, “asos clothing”, “asos coat”, “asos com”, “asos curve”, “asos curve nz”, “asos design”, “asos dresses”, “asos dresses for weddings”, “asos gb”, “asos glitter dress”, “asos maxi dress”, “asos maxi skirt”, “asos near me”, “asos new zealand”, “asos nz”, “asos online”, “asos plus size”, “asos shipping nz”, “asos tall”, “asos topshop” and “asos womens clothing”, summed into one figure.
- **Boohoo**: Measured on the search terms “boohoo”, “boohoo aus”, “boohoo chic”, “boohoo clothing”, “boohoo curve”, “boohoo dresses”, “boohoo man”, “boohoo man au”, “boohoo near me”, “boohoo nz”, “boohoo nz plus size”, “boohoo nz store”, “boohoo online”, “boohoo plus size”, “boohoo shipping nz”, “boohoo style”, “boohoo style clothing”, “boohoo style dresses”, “boohoo wedding”, “boohoo wedding dress”, “nz boohoo” and “nz boohoo com”, summed into one figure.
- **Hello Molly**: Measured on the search terms “hello molly”, “hello molly clothing”, “hello molly dresses”, “hello molly near me”, “hello molly new zealand”, “hello molly nz”, “hello molly online”, “hello molly shop”, “hello molly sydney”, “hellomolly”, “hellomolly clothing”, “hellomolly dresses” and “hellomolly nz”, summed into one figure.
- **Princess Polly**: Measured on the search terms “princess polly”, “princess polly au”, “princess polly babydoll dress”, “princess polly blue dress”, “princess polly boot”, “princess polly brown dress”, “princess polly discount”, “princess polly dresses”, “princess polly graduation dresses”, “princess polly green dress”, “princess polly near me”, “princess polly nz”, “princess polly online”, “princess polly polka dot dress”, “princess polly red dress”, “princess polly set”, “princess polly shipping nz”, “princess polly store”, “princess polly top”, “princess polly white dress”, “princesspolly”, “princesspolly com”, “princesspolly dresses”, “princesspolly nz” and “shops like princess polly”, summed into one figure.
- **Shein**: Measured on the search terms “dresses at shein”, “nz shein com”, “Shein”, “shein app”, “shein apparel”, “shein australia”, “shein bikini”, “shein clothing”, “shein com”, “shein curve”, “shein dres”, “shein dresses”, “shein dresses for women”, “shein near me”, “shein new zealand”, “shein nz”, “shein on”, “shein on line”, “shein online”, “shein online shopping”, “shein orders”, “shein phone cases”, “shein plus size”, “shein shipping nz”, “shein shoe”, “shein swim wear”, “shein swimwear”, “shein tops”, “shein website”, “shein wedding dresses”, “shein+”, “sheincom” and “sheinkids”, summed into one figure.
- **Showpo**: Measured on the search terms “review showpo”, “showpo”, “showpo black dress”, “showpo clothing”, “showpo com”, “showpo discount”, “showpo dresses”, “showpo maxi dress”, “showpo near me”, “showpo new zealand”, “showpo nz”, “showpo online”, “showpo pink dress”, “showpo red dress”, “showpo returns”, “showpo wedding dress” and “showpo white dress”, summed into one figure.
- **Stylerunner**: Measured on the search terms “stylerunner”, “stylerunner clothing”, “stylerunner com”, “stylerunner dresses”, “stylerunner near me”, “stylerunner new zealand”, “stylerunner nz” and “stylerunner online”, summed into one figure.
- **The Iconic**: Measured on the search terms “polo ralph lauren the iconic”, “the iconic”, “the iconic alias mae”, “the iconic aus”, “the iconic clothing”, “the iconic delivery”, “the iconic discounts”, “the iconic dresses”, “the iconic free shipping”, “the iconic near me”, “the iconic nz”, “the iconic online”, “the iconic shop”, “the iconic voucher”, “theiconic”, “theiconic clothing”, “theiconic co nz”, “theiconic dresses” and “theiconic nz”, summed into one figure.
- **White Fox Boutique**: Measured on the search terms “white fox boutique”, “white fox boutique clothing”, “white fox boutique dresses”, “white fox boutique hoodie”, “white fox boutique near me”, “white fox boutique nz”, “white fox boutique online”, “whitefoxboutique”, “whitefoxboutique com”, “whitefoxboutique dresses” and “whitefoxboutique nz”, summed into one figure.

- [ASOS](/demand/nz/brands/asos)
- [Boohoo](/demand/nz/brands/boohoo)
- [Hello Molly](/demand/nz/brands/hello-molly)
- [Princess Polly](/demand/nz/brands/princess-polly)
- [Shein](/demand/nz/brands/shein)
- [Showpo](/demand/nz/brands/showpo)
- [Stylerunner](/demand/nz/brands/stylerunner)
- [The Iconic](/demand/nz/brands/the-iconic)
- [White Fox Boutique](/demand/nz/brands/white-fox-boutique)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among online fashion retailers in New Zealand?

In August 2026, Shein was the most searched among online fashion retailers in New Zealand, with an estimated 292K branded searches and 65.9% estimated Share of Search within this set.

## Cite this page

Brandwave. "Online fashion retailers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-online-fashion-retailers

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-online-fashion-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.