ASOS vs Postie:Which is more popular?
In September 2026, Postie had more branded searches than ASOS among online fashion retailers in New Zealand. Postie had about 90,500 branded searches, while ASOS had 19,500. Postie made up 14.2% of all online fashion retailer searches we track, and ASOS accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, ASOS appeared in three of the five answers and Postie in two. ASOS was mentioned before Postie in every answer that named either.
Who do people search for more?
Postie, about 5 searches for every 1 for ASOS
Who does AI mention more?
ASOS, mentioned in 3 of 5 answers, Postie in 2
Who does AI recommend more?
ASOS, named ahead of Postie in 2 of 2 answers
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Top online fashion retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ASOS was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Postie was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. ASOS was listed before Postie in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
The Iconic1st
Glassons2nd- ASOS3rd
Max4th- Flo & Frankie5th
Moochi6th- Postie7th
Shein–
Princess Polly–
Showpo–- +4 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The Iconic4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Max3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ASOS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Postie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Moochi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Flo & Frankie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Shein0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Princess Polly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Showpo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online fashion retailers
5 answers
Asked ChatGPT
“Which online fashion retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best online fashion retailers in New Zealand?”
Asked ChatGPT
“What's the best online fashion retailer in New Zealand for women's clothes?”
Searched Google, AI Overview
“best online clothing store”
- 1ASOS
- 1
Searched Google, AI Overview
“women's clothes online”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is ASOS or Postie more popular in search?
This chart shows how often people search Google for ASOS and Postie by name. Each line represents a brand's share of searches for all 14 online fashion retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Postie, ASOS. The figures are in the table below the chart.
View monthly share of searches table
| Month | Shein | Glassons | Postie | Princess Polly | The Iconic | Max | ASOS | Showpo | Moochi | Stylerunner | Hello Molly | Boohoo | Flo & Frankie | White Fox Boutique |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.3% | 22.3% | 13.9% | 6.3% | 3.5% | 3.3% | 3.6% | 2.4% | 1.5% | 1.2% | 1.1% | 1.6% | 0.55% | 0.3% |
| Nov 2025 | 29.8% | 25.7% | 15.9% | 7.3% | 5% | 3.4% | 3.4% | 2.3% | 1.4% | 1.8% | 1.1% | 1.8% | 0.64% | 0.35% |
| Dec 2025 | 28% | 29.8% | 18.4% | 5.6% | 3.9% | 3.8% | 2.6% | 1.5% | 1.7% | 1.7% | 0.8% | 1.2% | 0.73% | 0.32% |
| Jan 2026 | 32.4% | 28% | 14.3% | 5.3% | 3.7% | 3.5% | 3.8% | 2.1% | 1.6% | 1.6% | 1.4% | 1.5% | 0.69% | 0.26% |
| Feb 2026 | 32.4% | 28% | 14.3% | 5.4% | 3.6% | 3% | 3.8% | 2.1% | 1.9% | 1.6% | 1.7% | 1.5% | 0.56% | 0.26% |
| Mar 2026 | 32.3% | 28.1% | 14.4% | 5.4% | 3.7% | 3.7% | 3.1% | 2.1% | 1.9% | 1.6% | 1.7% | 1.2% | 0.46% | 0.31% |
| Apr 2026 | 31.4% | 27.4% | 16.9% | 5.2% | 3.5% | 3.8% | 3.6% | 1.6% | 1.5% | 1.5% | 1.6% | 1.2% | 0.45% | 0.25% |
| May 2026 | 31.6% | 27.4% | 17% | 5.3% | 3.6% | 3.6% | 3.1% | 1.7% | 1.9% | 1.3% | 1.6% | 1.2% | 0.45% | 0.26% |
| Jun 2026 | 39.1% | 23% | 14.2% | 5.3% | 3.6% | 3.7% | 3.2% | 1.7% | 1.3% | 1.6% | 1.3% | 1.2% | 0.38% | 0.34% |
| Jul 2026 | 35.3% | 25.3% | 15.7% | 4.8% | 3.3% | 3.5% | 4.2% | 1.9% | 1.4% | 1.4% | 1.2% | 1.1% | 0.5% | 0.31% |
| Aug 2026 | 38.8% | 22.9% | 14.1% | 5.3% | 3.6% | 3.7% | 3.7% | 2.1% | 1.5% | 1.3% | 1.1% | 1.2% | 0.45% | 0.3% |
| Sep 2026 | 39.1% | 23% | 14.2% | 5.3% | 4.4% | 3.7% | 3.1% | 1.7% | 1.6% | 1.3% | 1.1% | 1.1% | 0.45% | 0.21% |
How has the ASOS and Postie comparison changed over the last 12 months?
3 findings
- Postie was ahead of ASOS in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in New Zealand moved from 3.6% to 3.1%, and its estimated monthly branded searches moved from 23.5K to 19.5K.
- Across the 12 months ending September 2026, Postie’s share of searches among online fashion retailers in New Zealand moved from 13.9% to 14.2%, and its estimated monthly branded searches held steady at 90.5K.
How did search popularity change for New Zealand online fashion retailers in September 2026?
2 changes
In September 2026, The Iconic overtook ASOS and Max to rank 5th among online fashion retailers in New Zealand, with 4.4% of the searches.
In September 2026, ASOS lost share of searches among online fashion retailers in New Zealand, from 3.7% to 3.1%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using ASOS’s and Postie’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 online fashion retailers
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