--- title: "Online fashion retailers in the United Kingdom: Which are searched most?" description: "Compare the online stores people in the UK buy clothes from. Share of Search among Shein, Next, H&M, Zara, ASOS, New Look, River Island, Uniqlo, Boohoo and PrettyLittleThing, the online fashion retailers Brandwave compares in the United Kingdom, 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/uk/categories/uk-online-fashion-retailers" publisher: "Brandwave" --- # Online fashion retailers in the United Kingdom: Which are searched most? Compare the online stores people in the UK buy clothes from. Share of Search among Shein, Next, H&M, Zara, ASOS, New Look, River Island, Uniqlo, Boohoo and PrettyLittleThing, the online fashion retailers Brandwave compares in the United Kingdom, 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**: United Kingdom - **Brands compared**: 10 - **Month measured**: Sep 2026 - **Highest Share of Search**: Shein, 19.4% ## Which brand is most popular in search among online fashion retailers in the United Kingdom? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ASOS | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | H&M | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Next | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Zara | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | New Look | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Uniqlo | 6th | 3 of 3 | 0 of 2 | 3 of 5 | | River Island | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Boohoo | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | PrettyLittleThing | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online fashion retailers - Asked ChatGPT "Where should I shop for clothes online in the UK?": 1. ASOS, 2. H&M, 3. Zara, 4. Uniqlo, 5. Next, 6. New Look - Asked ChatGPT "What are the best online fashion stores in the UK?": 1. ASOS, 2. Zara, 3. Next, 4. H&M, 5. Uniqlo, 6. River Island, 7. New Look - Asked ChatGPT "What's the best UK online store for affordable women's clothes?": 1. New Look, 2. H&M, 3. Uniqlo - Searched Google, AI Overview "womens clothes": 1. ASOS, 2. River Island, 3. Next - Searched Google, AI Overview "online clothes shopping": 1. ASOS, 2. Next, 3. Boohoo Not named in any answer: Shein and PrettyLittleThing. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## Compare search popularity between leading brands - [Shein vs Next: compare search popularity](/demand/uk/compare/next-vs-shein): 19.4% against 16.5% Share of Search. - [Shein vs H&M: compare search popularity](/demand/uk/compare/h-and-m-vs-shein): 19.4% against 12.9% Share of Search. - [Shein vs Zara: compare search popularity](/demand/uk/compare/shein-vs-zara): 19.4% against 12.9% Share of Search. - [Shein vs ASOS: compare search popularity](/demand/uk/compare/asos-vs-shein): 19.4% against 10.6% Share of Search. - [Next vs H&M: compare search popularity](/demand/uk/compare/h-and-m-vs-next): 16.5% against 12.9% Share of Search. - [Next vs Zara: compare search popularity](/demand/uk/compare/next-vs-zara): 16.5% against 12.9% Share of Search. - [Next vs ASOS: compare search popularity](/demand/uk/compare/asos-vs-next): 16.5% against 10.6% Share of Search. - [H&M vs Zara: compare search popularity](/demand/uk/compare/h-and-m-vs-zara): 12.9% Share of Search each. - [H&M vs ASOS: compare search popularity](/demand/uk/compare/asos-vs-h-and-m): 12.9% against 10.6% Share of Search. - [Zara vs ASOS: compare search popularity](/demand/uk/compare/asos-vs-zara): 12.9% against 10.6% Share of Search. ## How did search popularity change for United Kingdom online fashion retailers in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Shein | 19.4% | 2.7M | 0.0% | Shein | | 2 | Next | 16.5% | 2.3M | +21.4% | Next | | 3 | H&M | 12.9% | 1.8M | 0.0% | H&M | | 4 | Zara | 12.9% | 1.8M | 0.0% | Zara | | 5 | ASOS | 10.6% | 1.5M | 0.0% | ASOS | | 6 | New Look | 8.6% | 1.2M | -18.7% | New Look | | 7 | River Island | 7.1% | 1M | -18.0% | River Island | | 8 | Uniqlo | 7.1% | 1M | 0.0% | Uniqlo | | 9 | Boohoo | 4.8% | 673K | 0.0% | Boohoo | | 10 | PrettyLittleThing | 0.23% | 33.1K | 0.0% | PrettyLittleThing | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Shein | 3.4M | 20.7% | 1 | | Oct 2025 | Zara | 2.2M | 13.8% | 2 | | Oct 2025 | ASOS | 1.8M | 11.3% | 3 | | Oct 2025 | H&M | 1.8M | 11.3% | 4 | | Oct 2025 | Next | 1.6M | 9.8% | 5 | | Oct 2025 | New Look | 1.5M | 9.3% | 6 | | Oct 2025 | River Island | 1.5M | 9.3% | 7 | | Oct 2025 | Uniqlo | 1.5M | 9.3% | 8 | | Oct 2025 | Boohoo | 823K | 5.1% | 9 | | Oct 2025 | PrettyLittleThing | 40.5K | 0.25% | 10 | | Nov 2025 | Shein | 2.7M | 15.4% | 1 | | Nov 2025 | Zara | 2.7M | 15.4% | 2 | | Nov 2025 | ASOS | 2.2M | 12.6% | 3 | | Nov 2025 | H&M | 2.2M | 12.6% | 4 | | Nov 2025 | Next | 1.9M | 10.9% | 5 | | Nov 2025 | New Look | 1.8M | 10.3% | 6 | | Nov 2025 | River Island | 1.5M | 8.4% | 7 | | Nov 2025 | Uniqlo | 1.5M | 8.4% | 8 | | Nov 2025 | Boohoo | 1M | 5.6% | 9 | | Nov 2025 | PrettyLittleThing | 40.5K | 0.23% | 10 | | Dec 2025 | Zara | 2.7M | 16.6% | 1 | | Dec 2025 | Shein | 2.2M | 13.6% | 2 | | Dec 2025 | Next | 1.9M | 11.8% | 3 | | Dec 2025 | ASOS | 1.8M | 11.1% | 4 | | Dec 2025 | H&M | 1.8M | 11.1% | 5 | | Dec 2025 | New Look | 1.8M | 11.1% | 6 | | Dec 2025 | River Island | 1.8M | 11.1% | 7 | | Dec 2025 | Uniqlo | 1.2M | 7.4% | 8 | | Dec 2025 | Boohoo | 1M | 6.1% | 9 | | Dec 2025 | PrettyLittleThing | 40.5K | 0.25% | 10 | | Jan 2026 | Shein | 2.7M | 20.3% | 1 | | Jan 2026 | Zara | 1.8M | 13.5% | 2 | | Jan 2026 | Next | 1.6M | 11.8% | 3 | | Jan 2026 | ASOS | 1.5M | 11.1% | 4 | | Jan 2026 | H&M | 1.5M | 11.1% | 5 | | Jan 2026 | New Look | 1.2M | 9% | 6 | | Jan 2026 | River Island | 1.2M | 9% | 7 | | Jan 2026 | Uniqlo | 1.2M | 9% | 8 | | Jan 2026 | Boohoo | 673K | 5% | 9 | | Jan 2026 | PrettyLittleThing | 33.1K | 0.24% | 10 | | Feb 2026 | Shein | 2.7M | 23.4% | 1 | | Feb 2026 | Zara | 1.5M | 12.8% | 2 | | Feb 2026 | Next | 1.3M | 11.1% | 3 | | Feb 2026 | ASOS | 1.2M | 10.4% | 4 | | Feb 2026 | H&M | 1.2M | 10.4% | 5 | | Feb 2026 | New Look | 1.2M | 10.4% | 6 | | Feb 2026 | River Island | 1M | 8.5% | 7 | | Feb 2026 | Uniqlo | 823K | 7% | 8 | | Feb 2026 | Boohoo | 673K | 5.7% | 9 | | Feb 2026 | PrettyLittleThing | 33.1K | 0.28% | 10 | | Mar 2026 | Shein | 2.7M | 20.1% | 1 | | Mar 2026 | Zara | 1.8M | 13.5% | 2 | | Mar 2026 | Next | 1.6M | 11.8% | 3 | | Mar 2026 | ASOS | 1.5M | 11% | 4 | | Mar 2026 | H&M | 1.5M | 11% | 5 | | Mar 2026 | New Look | 1.5M | 11% | 6 | | Mar 2026 | River Island | 1.2M | 9% | 7 | | Mar 2026 | Uniqlo | 1M | 7.4% | 8 | | Mar 2026 | Boohoo | 673K | 4.9% | 9 | | Mar 2026 | PrettyLittleThing | 40.5K | 0.3% | 10 | | Apr 2026 | Shein | 3.4M | 23.6% | 1 | | Apr 2026 | Zara | 1.8M | 12.9% | 2 | | Apr 2026 | Next | 1.6M | 11.2% | 3 | | Apr 2026 | ASOS | 1.5M | 10.6% | 4 | | Apr 2026 | H&M | 1.5M | 10.6% | 5 | | Apr 2026 | New Look | 1.5M | 10.6% | 6 | | Apr 2026 | River Island | 1.2M | 8.6% | 7 | | Apr 2026 | Uniqlo | 1M | 7% | 8 | | Apr 2026 | Boohoo | 673K | 4.7% | 9 | | Apr 2026 | PrettyLittleThing | 33.1K | 0.23% | 10 | | May 2026 | Shein | 3.4M | 21.3% | 1 | | May 2026 | Zara | 2.2M | 14.2% | 2 | | May 2026 | ASOS | 1.8M | 11.6% | 3 | | May 2026 | H&M | 1.8M | 11.6% | 4 | | May 2026 | New Look | 1.8M | 11.6% | 5 | | May 2026 | Next | 1.6M | 10.1% | 6 | | May 2026 | River Island | 1.2M | 7.7% | 7 | | May 2026 | Uniqlo | 1M | 6.3% | 8 | | May 2026 | Boohoo | 823K | 5.2% | 9 | | May 2026 | PrettyLittleThing | 40.5K | 0.26% | 10 | | Jun 2026 | Shein | 3.4M | 21.9% | 1 | | Jun 2026 | Zara | 2.2M | 14.7% | 2 | | Jun 2026 | Next | 1.9M | 12.6% | 3 | | Jun 2026 | H&M | 1.8M | 12% | 4 | | Jun 2026 | ASOS | 1.5M | 9.8% | 5 | | Jun 2026 | New Look | 1.5M | 9.8% | 6 | | Jun 2026 | River Island | 1.2M | 8% | 7 | | Jun 2026 | Uniqlo | 1M | 6.6% | 8 | | Jun 2026 | Boohoo | 673K | 4.4% | 9 | | Jun 2026 | PrettyLittleThing | 33.1K | 0.22% | 10 | | Jul 2026 | Shein | 3.4M | 22.8% | 1 | | Jul 2026 | Next | 1.9M | 13.1% | 2 | | Jul 2026 | H&M | 1.8M | 12.5% | 3 | | Jul 2026 | Zara | 1.8M | 12.5% | 4 | | Jul 2026 | ASOS | 1.5M | 10.2% | 5 | | Jul 2026 | New Look | 1.5M | 10.2% | 6 | | Jul 2026 | River Island | 1.2M | 8.3% | 7 | | Jul 2026 | Uniqlo | 823K | 5.6% | 8 | | Jul 2026 | Boohoo | 673K | 4.6% | 9 | | Jul 2026 | PrettyLittleThing | 33.1K | 0.23% | 10 | | Aug 2026 | Shein | 2.7M | 19.2% | 1 | | Aug 2026 | Next | 1.9M | 13.5% | 2 | | Aug 2026 | H&M | 1.8M | 12.8% | 3 | | Aug 2026 | Zara | 1.8M | 12.8% | 4 | | Aug 2026 | ASOS | 1.5M | 10.5% | 5 | | Aug 2026 | New Look | 1.5M | 10.5% | 6 | | Aug 2026 | River Island | 1.2M | 8.6% | 7 | | Aug 2026 | Uniqlo | 1M | 7% | 8 | | Aug 2026 | Boohoo | 673K | 4.7% | 9 | | Aug 2026 | PrettyLittleThing | 33.1K | 0.23% | 10 | | Sep 2026 | Shein | 2.7M | 19.4% | 1 | | Sep 2026 | Next | 2.3M | 16.5% | 2 | | Sep 2026 | H&M | 1.8M | 12.9% | 3 | | Sep 2026 | Zara | 1.8M | 12.9% | 4 | | Sep 2026 | ASOS | 1.5M | 10.6% | 5 | | Sep 2026 | New Look | 1.2M | 8.6% | 6 | | Sep 2026 | River Island | 1M | 7.1% | 7 | | Sep 2026 | Uniqlo | 1M | 7.1% | 8 | | Sep 2026 | Boohoo | 673K | 4.8% | 9 | | Sep 2026 | PrettyLittleThing | 33.1K | 0.23% | 10 | ## What is being compared - **ASOS**: Measured on the search term “asos”. - **Boohoo**: Measured on the search term “boohoo”. - **H&M**: Measured on the search term “h&m”. - **New Look**: Measured on the search term “new look”. - **Next**: Measured on the search terms “next clothing”, “next online” and “next uk”, summed into one figure. - **PrettyLittleThing**: Measured on the search terms “pretty little thing” and “prettylittlething”, summed into one figure. - **River Island**: Measured on the search term “river island”. - **Shein**: Measured on the search term “shein”. - **Uniqlo**: Measured on the search term “uniqlo”. - **Zara**: Measured on the search term “zara”. - [ASOS](/demand/uk/brands/asos) - [Boohoo](/demand/uk/brands/boohoo) - [H&M](/demand/uk/brands/h-and-m) - [New Look](/demand/uk/brands/new-look) - [Next](/demand/uk/brands/next) - [PrettyLittleThing](/demand/uk/brands/prettylittlething) - [River Island](/demand/uk/brands/river-island) - [Shein](/demand/uk/brands/shein) - [Uniqlo](/demand/uk/brands/uniqlo) - [Zara](/demand/uk/brands/zara) ## Methodology - [How is the Brand Demand Index 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 the United Kingdom? 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. ## Cite this page Brandwave. "Online fashion retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-online-fashion-retailers This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-online-fashion-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.