This year’s online fashion search data has been uncovered by a trends data provider, revealing the shopping trends and most popular eCommerce sites online.

Digital marketing company SEMrush analysed the traffic for online fashion sites and found that the sector has received 27 per cent more traffic this year than last.

In the UK, the busiest e-commerce sites were ASOS, followed by Next and Adidas. But in February 2018, H&M stole the lead.

As of September 2018, the researchers found that globally, American brand Macy’s has surged past both ASOS and H&M.

The Top Global Fashion Brands by Online Searches

  1. Macys.com
  2. Asos.com
  3. Supremenewyork.com
  4. Uniqlo.com
  5. Rei.com
  6. Hm.com
  7. Zara.com
  8. Jcpenney.com
  9. Nordstrom.com
  10. Grailed.com

During the last 12 months, the most searched brand on Google worldwide was H&M, followed by ZARA, Adidas and Nike.

In the UK, online shopper’s favourites brands were New Look, TopShop, Boohoo and River Island. UK shoppers most frequently searched for a black dress, whilst in the US the white dress was the most searched item.

Across the rest of the world, consumers in Australia, India, New Zealand and Canada show no interest in dresses at all in their shopping habits.

Australian shoppers most searched for ‘ruby shoes’, in India and New Zealand they searched for ‘black caps’, and in Canada shoppers looked for ‘yellow shoes’.

Shoppers that prefer to visit in person still used Google to find their nearest store.

Both globally and in the U.S., the top ‘near me’ fashion store searches were for Kohl’s, TJ Maxx and Macy’s. In the U.K., consumers show a preference for nearby Primark, Hermes and H&M outlets.