Glassons vs Shein:Which is more popular?
In September 2026, Shein had more branded searches than Glassons among online fashion retailers in New Zealand. Shein had about 249,000 branded searches, while Glassons had 147,000. Shein made up 39.1% of all online fashion retailer searches we track, and Glassons accounted for 23%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, Glassons appeared in three of the five answers and Shein in none.
Who do people search for more?
Shein, about 70% more searches than Glassons
Who does AI mention more?
Glassons, mentioned in 3 of 5 answers, Shein in 0
Who does AI recommend more?
Glassons, the only one of the two named
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Top online fashion retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Glassons was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Shein 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.
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 Glassons or Shein more popular in search?
This chart shows how often people search Google for Glassons and Shein 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 Shein, Glassons. 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 Glassons and Shein comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Glassons took it in December 2025, Shein took it in January 2026.
- Across the 12 months ending September 2026, Glassons’ share of searches among online fashion retailers in New Zealand moved from 22.3% to 23%, and its estimated monthly branded searches moved from 146K to 147K.
- Across the 12 months ending September 2026, Shein’s share of searches among online fashion retailers in New Zealand moved from 38.3% to 39.1%, and its estimated monthly branded searches moved from 250K to 249K.
How did search popularity change for New Zealand online fashion retailers in September 2026?
0 changes
Neither Glassons nor Shein moved beyond provider rounding among online fashion retailers in September 2026.
How are branded searches counted?
35 search terms
Brandwave collects information about searches that people make online using Glassons’ and Shein’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.
Glassons
16 branded search terms
- glassons
- glassons activewear
- glassons bayfair
- glassons jeans
- glassons knits
- glassons lambton quay
- glassons linen pants
- glassons merino
- glassons northlands
- glassons outlet
- glassons pants
- glassons sale
- glassons shirt
- glassons shorts
- glassons sylvia park
- glassons tops
Shein
19 branded search terms
- dresses at shein
- Shein
- shein app
- shein apparel
- shein bikini
- shein clothing
- shein com
- shein curve
- shein dres
- shein dresses
- shein on
- shein shoe
- shein swim wear
- shein swimwear
- shein tops
- shein wedding dresses
- shein+
- sheincom
- sheinkids
Other head-to-heads among online fashion retailers
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