Glasses Direct vs Vision Express:Which is more popular?
In September 2026, Vision Express had more branded searches than Glasses Direct among opticians in the United Kingdom. Vision Express had about 247,000 branded searches, while Glasses Direct had 165,000. Vision Express made up 15.6% of all optician searches we track, and Glasses Direct accounted for 10.5%. When we asked ChatGPT and Google AI Overviews about opticians, Glasses Direct appeared in three of the four answers and Vision Express in two. Glasses Direct was mentioned before Vision Express in three out of four answers.
Who do people search for more?
Vision Express, about 49% more searches than Glasses Direct
Who does AI mention more?
Glasses Direct, mentioned in 3 of 4 answers, Vision Express in 2
Who does AI recommend more?
Glasses Direct, named ahead of Vision Express in 3 of 4 answers
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Top opticians in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Glasses Direct was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Vision Express was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Glasses Direct was listed before Vision Express in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Specsavers4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Glasses Direct3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
SelectSpecs3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Vision Express2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Boots2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Cubitts2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Optical Express0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Bloobloom0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about opticians
4 answers
Asked ChatGPT
“Where should I buy glasses in the UK?”
Asked ChatGPT
“What are the best opticians in the UK?”
Asked ChatGPT
“What's the best place to buy prescription glasses online in the UK?”
Searched Google, AI Overview
“opticians”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“glasses online”
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 Glasses Direct or Vision Express more popular in search?
This chart shows how often people search Google for Glasses Direct and Vision Express by name. Each line represents a brand's share of searches for all eight optician brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Vision Express, Glasses Direct. The figures are in the table below the chart.
View monthly share of searches table
| Month | Specsavers | Vision Express | Boots | Glasses Direct | SelectSpecs | Cubitts | Optical Express | Bloobloom |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.9% | 15.9% | 15.8% | 8.7% | 3.2% | 1.4% | 1.4% | 0.64% |
| Nov 2025 | 52.9% | 15.9% | 15.8% | 8.7% | 3.2% | 1.4% | 1.4% | 0.64% |
| Dec 2025 | 52.9% | 15.8% | 15.8% | 8.6% | 3.2% | 1.4% | 1.4% | 0.78% |
| Jan 2026 | 53.4% | 16.1% | 16.1% | 8.8% | 2.6% | 1.2% | 1.2% | 0.65% |
| Feb 2026 | 50.4% | 18.5% | 15.1% | 10.1% | 2.5% | 1.4% | 1.4% | 0.74% |
| Mar 2026 | 55% | 16.6% | 13.5% | 9.1% | 2.7% | 1.2% | 1.2% | 0.67% |
| Apr 2026 | 50.3% | 18.4% | 15% | 10.1% | 2.5% | 1.7% | 1.4% | 0.74% |
| May 2026 | 50.4% | 18.5% | 15.1% | 10.1% | 2.5% | 1.4% | 1.4% | 0.74% |
| Jun 2026 | 52.4% | 15.7% | 15.7% | 10.5% | 2.6% | 1.4% | 1.2% | 0.63% |
| Jul 2026 | 51.3% | 15.4% | 15.3% | 10.3% | 4.6% | 1.4% | 1.1% | 0.62% |
| Aug 2026 | 48.9% | 17.9% | 17.9% | 9.8% | 2.4% | 1.3% | 1.1% | 0.72% |
| Sep 2026 | 52.2% | 15.6% | 15.6% | 10.5% | 3.1% | 1.1% | 1.1% | 0.63% |
How has the Glasses Direct and Vision Express comparison changed over the last 12 months?
3 findings
- Vision Express was ahead of Glasses Direct in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Glasses Direct’s share of searches among opticians in the United Kingdom moved from 8.7% to 10.5%, and its estimated monthly branded searches moved from 135K to 165K.
- Across the 12 months ending September 2026, Vision Express’ share of searches among opticians in the United Kingdom moved from 15.9% to 15.6%, and its estimated monthly branded searches held steady at 247K.
How did search popularity change for United Kingdom opticians in September 2026?
2 changes
In September 2026, Glasses Direct gained share of searches among opticians in the United Kingdom, from 9.8% to 10.5%.
In September 2026, Vision Express lost share of searches among opticians in the United Kingdom, from 17.9% to 15.6%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Glasses Direct’s and Vision Express’ 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.
Glasses Direct
1 branded search term
- glasses direct
Vision Express
2 branded search terms
- vision express
- vision express opticians
Other head-to-heads among opticians
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