ASOS vs H&M:Which is more popular?
In September 2026, H&M had more branded searches than ASOS among online fashion retailers in the United Kingdom. H&M had about 1.8 million branded searches, while ASOS had 1.5 million. H&M made up 12.9% of all online fashion retailer searches we track, and ASOS accounted for 10.6%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, ASOS appeared in four of the five answers and H&M in three. ASOS was mentioned before H&M in four out of five 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. H&M was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. ASOS was listed before H&M in four out of five answers.
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 H&M more popular in search?
This chart shows how often people search Google for ASOS and H&M 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 H&M, ASOS. 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 H&M comparison changed over the last 12 months?
3 findings
- H&M was ahead of ASOS 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, H&M’s share of searches among online fashion retailers in the United Kingdom moved from 11.3% to 12.9%, and its estimated monthly branded searches held steady at 1.8M.
How did search popularity change for United Kingdom online fashion retailers in September 2026?
2 changes
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ASOS’s and H&M’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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