Brandwave

How popular isShein?

In September 2026, people searched for Shein by name about 2.7 million times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 19.4% of all United Kingdom online fashion retailer searches, placing Shein first out of ten retailers. When we asked both ChatGPT and Google AI Overviews about online fashion retailers, Shein did not appear in any of the answers.

Search and AI answers in September 2026

Shein is the most searched of 10 competitors and not listed in any AI answer.

  1. SheinShare of searches 19.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. NextShare of searches 16.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. H&MShare of searches 12.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. ZaraShare of searches 12.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. ASOSShare of searches 10.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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.

  1. ASOS1st
  2. H&M2nd
  3. Next3rd
  4. Zara4th
  5. New Look5th
  6. Uniqlo6th
  7. River Island7th
  8. Boohoo8th
  9. Shein–
  10. PrettyLittleThing–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Next4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASOS4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • H&M3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • New Look3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uniqlo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • River Island2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boohoo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shein0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PrettyLittleThing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online fashion retailers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which online fashion retailers compete with Shein?

Shein against online fashion retailers in the United Kingdom, by month

Share of searches by month for Shein, Next, H&M, Zara, ASOS, New Look, River Island, Uniqlo, Boohoo. The figures are in the table below the chart.

View monthly share of searches table
MonthSheinNextH&MZaraASOSNew LookRiver IslandUniqloBoohooPrettyLittleThing
Oct 202520.7%9.8%11.3%13.8%11.3%9.3%9.3%9.3%5.1%0.25%
Nov 202515.4%10.9%12.6%15.4%12.6%10.3%8.4%8.4%5.6%0.23%
Dec 202513.6%11.8%11.1%16.6%11.1%11.1%11.1%7.4%6.1%0.25%
Jan 202620.3%11.8%11.1%13.5%11.1%9%9%9%5%0.24%
Feb 202623.4%11.1%10.4%12.8%10.4%10.4%8.5%7%5.7%0.28%
Mar 202620.1%11.8%11%13.5%11%11%9%7.4%4.9%0.3%
Apr 202623.6%11.2%10.6%12.9%10.6%10.6%8.6%7%4.7%0.23%
May 202621.3%10.1%11.6%14.2%11.6%11.6%7.7%6.3%5.2%0.26%
Jun 202621.9%12.6%12%14.7%9.8%9.8%8%6.6%4.4%0.22%
Jul 202622.8%13.1%12.5%12.5%10.2%10.2%8.3%5.6%4.6%0.23%
Aug 202619.2%13.5%12.8%12.8%10.5%10.5%8.6%7%4.7%0.23%
Sep 202619.4%16.5%12.9%12.9%10.6%8.6%7.1%7.1%4.8%0.23%

  1. 1.Shein

    19.4%

    Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share +0.1 points.

  2. 2.Next

    16.5%

    Held 2nd. 2.3M estimated branded searches, +21.4% vs prior month. Share +3 points.

  3. 3.H&M

    12.9%

    Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Zara

    12.9%

    Held 4th. 1.8M estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.ASOS

    10.6%

    Held 5th. 1.5M estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.New Look

    8.6%

    Held 6th. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.9 points.

  7. 7.River Island

    7.1%

    Held 7th. 1M estimated branded searches, -18% vs prior month. Share -1.5 points.

  8. 8.Uniqlo

    7.1%

    Held 8th. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Boohoo

    4.8%

    Held 9th. 673K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.PrettyLittleThing

    0.23%

    Held 10th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Shein and its closest rivals

Every comparison with Shein

9 comparisons

How has branded search demand for Shein changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Shein in the United Kingdom fell from 3.4M to 2.7M.
  • Across the 12 months ending September 2026, Shein’s share of searches among online fashion retailers in the United Kingdom decreased from 20.7% to 19.4%.
  • Across the 12 months ending September 2026, Shein’s share of searches among online fashion retailers in the United Kingdom peaked at 23.6% in April 2026 and was lowest at 13.6% in December 2025.

How did search popularity change for United Kingdom online fashion retailers in September 2026?

6 changes

  1. In September 2026, Next gained share of searches among online fashion retailers in the United Kingdom, from 13.5% to 16.5%.

  2. In September 2026, New Look lost share of searches among online fashion retailers in the United Kingdom, from 10.5% to 8.6%.

  3. In September 2026, River Island lost share of searches among online fashion retailers in the United Kingdom, from 8.6% to 7.1%.

  4. H&M’s share of searches among online fashion retailers in the United Kingdom has gained ground for 3 months in a row, from 12% to 12.9% in September 2026.

  5. ASOS’s share of searches among online fashion retailers in the United Kingdom has gained ground for 3 months in a row, from 9.8% to 10.6% in September 2026.

  6. Estimated monthly branded searches for Uniqlo in the United Kingdom fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.

How are Shein’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Shein’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • shein

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How the Brand Demand Index is measured

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