ASOS vs Boohoo:Which is more popular?
In September 2026, ASOS had more branded searches than Boohoo among online fashion retailers in the United Kingdom. ASOS had about 1.5 million branded searches, while Boohoo had 673,000. ASOS made up 10.6% of all online fashion retailer searches we track, and Boohoo accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, ASOS appeared in four of the five answers and Boohoo in one. ASOS was mentioned before Boohoo in every answer that named either.
Who do people search for more?
ASOS, about 2 searches for every 1 for Boohoo
Who does AI mention more?
ASOS, mentioned in 4 of 5 answers, Boohoo in 1
Who does AI recommend more?
ASOS, named ahead of Boohoo in 4 of 4 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 four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Boohoo was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. ASOS was listed before Boohoo in every answer that named either.
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.
Is ASOS or Boohoo more popular in search?
This chart shows how often people search Google for ASOS and Boohoo 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 ASOS, 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% |
How has the ASOS and Boohoo comparison changed over the last 12 months?
3 findings
- ASOS was ahead of Boohoo 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 the United Kingdom moved from 11.3% to 10.6%, and its estimated monthly branded searches moved from 1.8M to 1.5M.
- Across the 12 months ending September 2026, Boohoo’s share of searches among online fashion retailers in the United Kingdom moved from 5.1% to 4.8%, and its estimated monthly branded searches moved from 823K to 673K.
How did search popularity change for United Kingdom online fashion retailers in September 2026?
2 changes
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 Boohoo in the United Kingdom fell 18.2% over 12 measured months, from 823K to 673K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ASOS’s and Boohoo’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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