Online fashion retailers in the United Kingdom:Which are most popular?
In September 2026, Shein was the most searched online fashion retailer in the United Kingdom, accounting for 19.4% of all searches among the ten retailers we track. When we checked with ChatGPT and Google AI Overviews, Next and ASOS were mentioned most often, in four of the five answers. ASOS was recommended most often, coming first in four out of five responses.
SheinShare of searches 19.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NextShare of searches 16.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
H&MShare of searches 12.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
ZaraShare of searches 12.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Next and ASOS were mentioned most often, in four of the five answers. ASOS was recommended most often, coming first in four out of five answers. H&M was second, and Next was third. Shein, which ranked first in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- ASOS1st
- H&M2nd
- Next3rd
- Zara4th
New Look5th
Uniqlo6th
River Island7th
Boohoo8th- Shein–
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
Asked ChatGPT
“Where should I shop for clothes online in the UK?”
Asked ChatGPT
“What are the best online fashion stores in the UK?”
Asked ChatGPT
“What's the best UK online store for affordable women's clothes?”
Searched Google, AI Overview
“womens clothes”
Searched Google, AI Overview
“online clothes shopping”
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 do people search for most?
This chart shows how often people search Google for each online fashion retailer by name. Each line represents a brand's share of searches for all ten online fashion retailers we track, month by month, from searches in United Kingdom.
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
| Month | Shein | Next | H&M | Zara | ASOS | New Look | River Island | Uniqlo | Boohoo | PrettyLittleThing |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.7% | 9.8% | 11.3% | 13.8% | 11.3% | 9.3% | 9.3% | 9.3% | 5.1% | 0.25% |
| Nov 2025 | 15.4% | 10.9% | 12.6% | 15.4% | 12.6% | 10.3% | 8.4% | 8.4% | 5.6% | 0.23% |
| Dec 2025 | 13.6% | 11.8% | 11.1% | 16.6% | 11.1% | 11.1% | 11.1% | 7.4% | 6.1% | 0.25% |
| Jan 2026 | 20.3% | 11.8% | 11.1% | 13.5% | 11.1% | 9% | 9% | 9% | 5% | 0.24% |
| Feb 2026 | 23.4% | 11.1% | 10.4% | 12.8% | 10.4% | 10.4% | 8.5% | 7% | 5.7% | 0.28% |
| Mar 2026 | 20.1% | 11.8% | 11% | 13.5% | 11% | 11% | 9% | 7.4% | 4.9% | 0.3% |
| Apr 2026 | 23.6% | 11.2% | 10.6% | 12.9% | 10.6% | 10.6% | 8.6% | 7% | 4.7% | 0.23% |
| May 2026 | 21.3% | 10.1% | 11.6% | 14.2% | 11.6% | 11.6% | 7.7% | 6.3% | 5.2% | 0.26% |
| Jun 2026 | 21.9% | 12.6% | 12% | 14.7% | 9.8% | 9.8% | 8% | 6.6% | 4.4% | 0.22% |
| Jul 2026 | 22.8% | 13.1% | 12.5% | 12.5% | 10.2% | 10.2% | 8.3% | 5.6% | 4.6% | 0.23% |
| Aug 2026 | 19.2% | 13.5% | 12.8% | 12.8% | 10.5% | 10.5% | 8.6% | 7% | 4.7% | 0.23% |
| Sep 2026 | 19.4% | 16.5% | 12.9% | 12.9% | 10.6% | 8.6% | 7.1% | 7.1% | 4.8% | 0.23% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 19.4% | 2.7M | 0% | +0.1 points | |
| 2, held 2nd | 16.5% | 2.3M | +21.4% | +3 points | |
| 3, held 3rd | 12.9% | 1.8M | 0% | +0.1 points | |
| 4, held 4th | 12.9% | 1.8M | 0% | +0.1 points | |
| 5, held 5th | 10.6% | 1.5M | 0% | +0.1 points | |
| 6, held 6th | 8.6% | 1.2M | -18.7% | -1.9 points | |
| 7, held 7th | 7.1% | 1M | -18% | -1.5 points | |
| 8, held 8th | 7.1% | 1M | 0% | 0 points | |
| 9, held 9th | 4.8% | 673K | 0% | 0 points | |
| 10, held 10th | 0.23% | 33.1K | 0% | 0 points |
1.
Shein19.4%
Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share +0.1 points.
2.
Next16.5%
Held 2nd. 2.3M estimated branded searches, +21.4% vs prior month. Share +3 points.
3.
H&M12.9%
Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share +0.1 points.
4.
Zara12.9%
Held 4th. 1.8M estimated branded searches, 0% vs prior month. Share +0.1 points.
5.
ASOS10.6%
Held 5th. 1.5M estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
New Look8.6%
Held 6th. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.9 points.
7.1%
Held 7th. 1M estimated branded searches, -18% vs prior month. Share -1.5 points.
8.
Uniqlo7.1%
Held 8th. 1M estimated branded searches, 0% vs prior month. Share 0 points.
9.
Boohoo4.8%
Held 9th. 673K estimated branded searches, 0% vs prior month. Share 0 points.
0.23%
Held 10th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
Which brand is most popular in search among online fashion retailers in the United Kingdom?
10 brands
In September 2026, Shein was the most searched among online fashion retailers in the United Kingdom, with an estimated 2.7M branded searches, 19.4% of all searches for the ten we track. Next is in 2nd place, 2.9 percentage points behind at 16.5%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Shein | 20.7% → 19.4% | 23.6%Apr 2026 | 13.6%Dec 2025 | 1st |
| Next | 9.8% → 16.5% | 16.5%Sep 2026 | 9.8%Oct 2025 | 5th → 2nd |
| H&M | 11.3% → 12.9% | 12.9%Sep 2026 | 10.4%Feb 2026 | 4th → 3rd |
| Zara | 13.8% → 12.9% | 16.6%Dec 2025 | 12.5%Jul 2026 | 2nd → 4th |
| ASOS | 11.3% → 10.6% | 12.6%Nov 2025 | 9.8%Jun 2026 | 3rd → 5th |
| New Look | 9.3% → 8.6% | 11.6%May 2026 | 8.6%Sep 2026 | 6th |
| River Island | 9.3% → 7.1% | 11.1%Dec 2025 | 7.1%Sep 2026 | 7th |
| Uniqlo | 9.3% → 7.1% | 9.3%Oct 2025 | 5.6%Jul 2026 | 8th |
| Boohoo | 5.1% → 4.8% | 6.1%Dec 2025 | 4.4%Jun 2026 | 9th |
| PrettyLittleThing | 0.25% → 0.23% | 0.3%Mar 2026 | 0.22%Jun 2026 | 10th |
Each finding as a sentence
- 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, Next’s share of searches among online fashion retailers in the United Kingdom increased from 9.8% to 16.5%.
- Across the 12 months ending September 2026, H&M’s share of searches among online fashion retailers in the United Kingdom increased from 11.3% to 12.9%.
- Across the 12 months ending September 2026, Zara’s share of searches among online fashion retailers in the United Kingdom decreased from 13.8% to 12.9%.
- Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in the United Kingdom decreased from 11.3% to 10.6%.
- Across the 12 months ending September 2026, New Look’s share of searches among online fashion retailers in the United Kingdom decreased from 9.3% to 8.6%.
- Across the 12 months ending September 2026, River Island’s share of searches among online fashion retailers in the United Kingdom decreased from 9.3% to 7.1%.
- Across the 12 months ending September 2026, Uniqlo’s share of searches among online fashion retailers in the United Kingdom decreased from 9.3% to 7.1%.
- 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.
- Across the 12 months ending September 2026, H&M’s share of searches among online fashion retailers in the United Kingdom peaked at 12.9% in September 2026 and was lowest at 10.4% in February 2026.
- Across the 12 months ending September 2026, Zara’s share of searches among online fashion retailers in the United Kingdom peaked at 16.6% in December 2025 and was lowest at 12.5% in July 2026.
- Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in the United Kingdom peaked at 12.6% in November 2025 and was lowest at 9.8% in June 2026.
- Across the 12 months ending September 2026, New Look’s share of searches among online fashion retailers in the United Kingdom peaked at 11.6% in May 2026 and was lowest at 8.6% in September 2026.
- Across the 12 months ending September 2026, River Island’s share of searches among online fashion retailers in the United Kingdom peaked at 11.1% in December 2025 and was lowest at 7.1% in September 2026.
- Across the 12 months ending September 2026, Uniqlo’s share of searches among online fashion retailers in the United Kingdom peaked at 9.3% in October 2025 and was lowest at 5.6% in July 2026.
- Across the 12 months ending September 2026, Boohoo’s share of searches among online fashion retailers in the United Kingdom peaked at 6.1% in December 2025 and was lowest at 4.4% in June 2026.
- Across the 12 months ending September 2026, Next rose from 5th to 2nd among online fashion retailers in the United Kingdom.
- Across the 12 months ending September 2026, H&M rose from 4th to 3rd among online fashion retailers in the United Kingdom.
- Across the 12 months ending September 2026, Zara fell from 2nd to 4th among online fashion retailers in the United Kingdom.
- Across the 12 months ending September 2026, ASOS fell from 3rd to 5th among online fashion retailers in the United Kingdom.
- Across the 12 months ending September 2026, Boohoo and PrettyLittleThing held steady: their share of searches among online fashion retailers in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom online fashion retailers in September 2026?
8 changes
In September 2026, Next gained share of searches among online fashion retailers in the United Kingdom, from 13.5% to 16.5%.
In September 2026, New Look lost share of searches among online fashion retailers in the United Kingdom, from 10.5% to 8.6%.
In September 2026, River Island lost share of searches among online fashion retailers in the United Kingdom, from 8.6% to 7.1%.
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.
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.
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.
Estimated monthly branded searches for Zara in the United Kingdom fell 18.3% over 12 measured months, from 2.2M to 1.8M in September 2026.
Estimated monthly branded searches for PrettyLittleThing in the United Kingdom fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026.
Compare popularity between leading brands
- Shein vs Next: compare popularity
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