AUS Retail Apparel & Accessories - PPC Market Share Analysis May 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Apparel & Accessories category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Apparel & Accessories – AUS

Google AI Overview visibility for Retail Apparel & Accessories AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 3.80624250785
96.1937574921
3%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 28
72
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 21%
Transactional 11%
Navigational 1%
Seasonal 2%
Local 1%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 AUS Retail Apparel & Accessories brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
temu.com 6.45
coach.com 4.98
davidjones.com 4.7
shein.com 4.21
citychic.com.au 3.61
theiconic.com.au 2.52
lululemon.com.au 2.48
asics.com 2.42
uniqlo.com 2.39
myer.com.au 2.16
others 64.08
  • temu.com - 6.45%
  • coach.com - 4.98%
  • davidjones.com - 4.7%
  • shein.com - 4.21%
  • citychic.com.au - 3.61%
  • theiconic.com.au - 2.52%
  • lululemon.com.au - 2.48%
  • asics.com - 2.42%
  • uniqlo.com - 2.39%
  • myer.com.au - 2.16%
  • others - 64.08%

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, ‘temu.com’ leads with a 6.45% click share, while ‘others’ dominate at 64.08%, highlighting diverse advertiser presence.

Market Exposure

Share of Spend for the top 10 AUS Retail Apparel & Accessories brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date shein.com lululemon.com.au temu.com myer.com.au coach.com davidjones.com asics.com theiconic.com.au jd-sports.com.au uniqlo.com
2026/05/01 4.26% 7.34% 3.75% 1.88% 1.72% 0.52% 1.83% 2.2% 1.92% 1.64%
2026/05/02 4.27% 10.84% 4.6% 1.77% 1.04% 0.85% 2.65% 1.41% 1.69% 0.85%
2026/05/03 4.64% 7.87% 4.62% 2.1% 1.28% 1.14% 3.65% 1.08% 1.31% 1.76%
2026/05/04 4.39% 6.62% 4.32% 1.95% 1.6% 0.91% 3.11% 1.56% 1.22% 1.01%
2026/05/05 4.93% 7.1% 3.77% 2.26% 1.68% 1.26% 2.41% 2.66% 1.49% 2.18%
2026/05/06 5.24% 8.38% 2.1% 1.26% 2.07% 2.4% 1.97% 2.82% 1.77% 1.42%
2026/05/07 5.23% 7.91% 3.55% 1.58% 1.96% 2.5% 3.13% 1.96% 3.13% 2.82%
2026/05/08 4.17% 7.51% 4.14% 1.5% 1.95% 2.31% 2% 2.07% 2.25% 2.86%
2026/05/09 4.71% 8.59% 3.89% 1.51% 1.81% 3.18% 2.21% 1.45% 1.93% 2.86%
2026/05/10 4.76% 9.24% 4.14% 2.16% 1.94% 3.13% 3.02% 1.36% 1.81% 3.11%
2026/05/11 4.29% 9.29% 4.55% 1.71% 1.88% 2.1% 2.8% 2.18% 1.85% 1.12%
2026/05/12 7.47% 7.6% 3.2% 2.92% 4.57% 1.3% 1.57% 2.21% 1.77% 1.8%
2026/05/13 5.44% 6.54% 3.55% 1.38% 2.57% 2.22% 2.19% 2.18% 1.25% 2.29%
2026/05/14 4.03% 7.78% 4.22% 1.08% 1.77% 2.26% 2.02% 2.72% 1.57% 0.41%
2026/05/15 5.24% 6.85% 3.8% 1.23% 2.66% 1.86% 2.34% 2.71% 2.01% 1.27%
2026/05/16 7.57% 6.39% 2.94% 2.89% 3.06% 1.53% 1.85% 1.51% 1.72% 1.08%
2026/05/17 8.09% 5.15% 4.14% 3.79% 2.79% 1.32% 1.74% 1.63% 1.16% 2.01%
2026/05/18 9.83% 5.82% 3.25% 1.55% 3.05% 1.29% 1.69% 2.62% 1.53% 2.72%
2026/05/19 9.8% 5.9% 4.31% 2.02% 2.78% 1.18% 1.46% 1.04% 1.71% 0.51%
2026/05/20 9.28% 5.7% 4.54% 2.13% 2.28% 1.32% 2.7% 0.75% 2.62% 0.74%
2026/05/21 8.79% 6.19% 3.92% 2.43% 3.33% 1.38% 1.85% 0.92% 2.06% 1.05%
2026/05/22 9.2% 5.24% 3.9% 2.24% 3.23% 0.89% 1.26% 0.82% 2.15% 2.27%
2026/05/23 7.51% 5.48% 3.01% 1.8% 3.23% 1.52% 1.45% 1.03% 2.3% 2.83%
2026/05/24 5.58% 6.85% 3.96% 2.34% 2.52% 2.41% 1.82% 1.39% 2.74% 3.37%
2026/05/25 6.28% 5.45% 3.02% 2.23% 2.94% 2.16% 2.2% 1.15% 2.69% 2.64%
2026/05/26 6.98% 4.74% 4.71% 2.77% 2.87% 2.47% 1.22% 1.68% 2.55% 2.76%
2026/05/27 6.61% 4.73% 5.46% 2.76% 3.25% 2.24% 1.78% 1.95% 2.54% 3.22%
2026/05/28 7.38% 5.11% 4.86% 3.1% 3.5% 2.84% 1.34% 1.78% 2.04% 1.17%
2026/05/29 7.23% 5.29% 4.99% 2.42% 2.9% 3.1% 1.84% 1.75% 1.11% 1.2%
2026/05/30 6.89% 6.01% 6.15% 2.91% 3.16% 2.73% 2.15% 1.08% 1.04% 1.23%
2026/05/31 6.65% 5.95% 5.24% 4% 3.77% 2.83% 2.05% 1.56% 1.43% 0.65%
  • shein.com
  • lululemon.com.au
  • temu.com
  • myer.com.au
  • coach.com
  • davidjones.com
  • asics.com
  • theiconic.com.au
  • jd-sports.com.au
  • uniqlo.com

Copyright © Adthena. All rights reserved.

In May 2026, Shein’s PPC spend surged, peaking mid-month, while Lululemon’s fluctuated, ending lower. Temu’s spend rose steadily, and Myer saw a late spike. Coach and David Jones experienced moderate increases, while Asics and The Iconic remained stable. JD Sports and Uniqlo showed varied trends, concluding with slight declines.

Market Exposure

Competitor Count for AUS Retail Apparel & Accessories

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/05/01 3412
2026/05/02 3416
2026/05/03 3441
2026/05/04 3385
2026/05/05 3448
2026/05/06 3479
2026/05/07 3454
2026/05/08 3530
2026/05/09 3508
2026/05/10 3519
2026/05/11 3508
2026/05/12 3581
2026/05/13 3510
2026/05/14 3353
2026/05/15 3498
2026/05/16 3604
2026/05/17 3670
2026/05/18 3669
2026/05/19 3661
2026/05/20 3627
2026/05/21 3702
2026/05/22 3746
2026/05/23 3799
2026/05/24 3727
2026/05/25 3796
2026/05/26 3910
2026/05/27 4021
2026/05/28 3979
2026/05/29 3959
2026/05/30 3890
2026/05/31 3919

Copyright © Adthena. All rights reserved.

May saw a dynamic rise in distinct advertisers, starting at 3,412 and peaking at 4,021. The month concluded with a robust 3,919, showcasing a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Apparel & Accessories

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
shein.com 1.3%
coach.com 1.04%
forevernew.com.au 0.69%
adidas.com.au 0.61%
myer.com.au 0.46%
witchery.com.au -0.34%
seedheritage.com -0.35%
temu.com -0.44%
asics.com -0.47%
lululemon.com.au -0.6%

Copyright © Adthena. All rights reserved.

In the past month, shein.com and coach.com saw significant click share growth, while lululemon.com.au and asics.com experienced notable declines.

Campaign Efficiency

AUS Retail Apparel & Accessories Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date shein.com temu.com myer.com.au coach.com davidjones.com theiconic.com.au jd-sports.com.au lululemon.com.au amazon.com.au citychic.com.au
2026/05/01 5.28% 4.64% 2.81% 2.05% 0.64% 3.32% 2.29% 2.45% 2.89% 2.19%
2026/05/02 6.08% 5.62% 2.8% 1.31% 0.85% 2.38% 2.05% 2.92% 2.36% 0.97%
2026/05/03 6.27% 5.45% 3.07% 1.54% 1.07% 1.7% 1.47% 1.97% 2.51% 0.79%
2026/05/04 5.65% 4.92% 2.98% 1.84% 0.93% 2.45% 1.4% 1.79% 3.17% 3.16%
2026/05/05 6.47% 4.36% 3.16% 2.01% 1.21% 4.44% 1.99% 1.83% 2.9% 2.6%
2026/05/06 6.81% 2.44% 1.95% 2.43% 2.26% 4.73% 2.27% 2.07% 1.99% 1.07%
2026/05/07 6.81% 4.19% 2.33% 2.32% 2.25% 3.13% 3.8% 1.97% 1.85% 0.71%
2026/05/08 5.21% 4.76% 2.4% 2.28% 2.09% 3.31% 2.73% 2.05% 2.02% 1.73%
2026/05/09 6.22% 4.76% 2.42% 2.24% 3.06% 2.35% 2.34% 2.54% 1.32% 1.08%
2026/05/10 6.28% 4.91% 2.98% 2.27% 2.97% 2.03% 2.06% 2.56% 1.47% 0.96%
2026/05/11 5.53% 5.29% 2.65% 2.23% 1.93% 3.2% 2.02% 2.43% 2.01% 2.69%
2026/05/12 8.82% 3.41% 4.12% 5.47% 1.26% 3.06% 2.08% 1.81% 2% 1.24%
2026/05/13 6.86% 4.02% 2.07% 3.01% 2% 2.93% 1.55% 1.5% 1.47% 1.83%
2026/05/14 4.93% 5.19% 1.64% 2.08% 2.34% 4.01% 2.26% 1.49% 0.78% 1.81%
2026/05/15 6.62% 4.41% 1.84% 3.14% 2.03% 4.07% 2.74% 1.69% 1% 1.47%
2026/05/16 9.45% 3.22% 4.13% 3.63% 1.48% 1.97% 1.99% 1.68% 1.79% 1.87%
2026/05/17 9.88% 4.61% 5.33% 3.23% 1.22% 2.16% 1.45% 1.17% 1.84% 2.02%
2026/05/18 12.07% 3.58% 2.38% 3.59% 1.29% 3.88% 1.74% 1.45% 1.81% 2%
2026/05/19 12.33% 4.85% 2.88% 3.18% 1.12% 1.58% 2% 1.37% 1.48% 2.27%
2026/05/20 11.54% 5.12% 3.08% 2.63% 1.32% 1.2% 3.46% 1.34% 1.3% 3.11%
2026/05/21 10.64% 4.28% 3.56% 3.83% 1.31% 1.46% 2.5% 1.57% 1.8% 1.64%
2026/05/22 10.89% 4.14% 3.3% 3.7% 0.84% 1.28% 2.74% 1.24% 1.89% 1.63%
2026/05/23 9.04% 3.25% 2.71% 3.8% 1.32% 1.56% 2.86% 1.28% 1.97% 1.87%
2026/05/24 6.52% 4.86% 3.28% 3.18% 2.4% 2.27% 3.19% 1.9% 0.85% 1.93%
2026/05/25 7.47% 3.57% 3.17% 3.45% 2.2% 1.8% 3.28% 1.11% 1% 1.09%
2026/05/26 7.59% 5.31% 3.44% 3.26% 2.33% 2.51% 3.01% 1.21% 0.6% 1.05%
2026/05/27 7.55% 6.08% 3.71% 3.86% 2.08% 3.02% 2.97% 1.15% 0.68% 1.76%
2026/05/28 8.78% 5.5% 4.08% 4.09% 2.85% 2.86% 2.46% 1.19% 0.87% 1.26%
2026/05/29 8.87% 5.6% 3.33% 3.5% 3.13% 2.86% 1.27% 1.09% 0.82% 2.04%
2026/05/30 8.56% 7.15% 4.14% 3.75% 2.81% 1.77% 1.31% 1.53% 0.65% 0.91%
2026/05/31 8.41% 5.95% 5.35% 4.54% 2.77% 2.36% 1.59% 1.5% 0.82% 0.53%
  • shein.com
  • temu.com
  • myer.com.au
  • coach.com
  • davidjones.com
  • theiconic.com.au
  • jd-sports.com.au
  • lululemon.com.au
  • amazon.com.au
  • citychic.com.au

Copyright © Adthena. All rights reserved.

In May 2026, Shein.com saw a significant rise in PPC impressions, peaking mid-month. Temu.com fluctuated, ending with a slight increase. Myer.com.au and Coach.com experienced steady growth, while Davidjones.com and Theiconic.com.au showed varied trends. JD-sports.com.au and Lululemon.com.au had modest gains, whereas Amazon.com.au and Citychic.com.au faced declines.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Apparel & Accessories

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for AUS Retail Apparel & Accessories - Last month
  1. 1
    David Jones | Gift Cards - They’ll Love A Gift Card https://www.davidjones.com

    With over 3,000 brands, there’s something for everyone at David Jones. With over 3,000 brands, let them find something special at David Jones.

  2. 2
    JD Sports Australia https://www.jd-sports.com.au

    Shop Online Now — Stay Ahead This Summer With Trending Footwear & Street-Ready Fits at JD Sports Australia. Shop Premium Sportswear For Men, Women & Kids — New Styles Weekly. Free Delivery Over $150.

  3. 3
    Nike Australia https://www.nike.com › official

    The Official Nike Site — Any Place. Any Time. Any Condition. Be Your Best Every Time With Nike Shoes And Clothing. Get it faster. Express Shipping available.

  4. 4
    Temu.com Official Site - Free Shipping Today - All Categories https://www.temu.com

    Shop Exciting Products, Brands, And Tools At Temu. Quality Products Sourced Around the World.

  5. 5
    Clothing Online | THE ICONIC | Australia https://www.theiconic.com.au

    Buy the latest Clothing online at the ICONIC. Free and fast delivery to Australia and New Zealand.

Copyright © Adthena. All rights reserved.

In the bustling world of Google PPC, David Jones entices with gift cards for over 3,000 brands, while JD Sports captures the summer spirit with trending footwear. Nike promises peak performance with express shipping, Temu offers global quality, and THE ICONIC ensures swift fashion delivery.

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