AUS Retail Apparel & Accessories - PPC Market Share Analysis February 2025

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.

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.

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Share of Clicks - Last month
Domain	Share of clicks
temu.com	9.64
theiconic.com.au	4.59
shein.com	4.16
forevernew.com.au	3.32
lululemon.com.au	2.5
footlocker.com.au	2.12
citychic.com.au	2
newbalance.com.au	1.84
myer.com.au	1.71
crocs.com.au	1.66
others	66.46

Temu leads with 9.64% click share, followed by The Iconic at 4.59%. Others dominate with 66.46%, highlighting diverse competition.

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.

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Share of Spend - Last Month
Date	shein.com	temu.com	newbalance.com.au	theiconic.com.au	crocs.com.au	bonds.com.au	footlocker.com.au	ysl.com	amazon.com.au	lululemon.com.au
2025/02/01	1.67%	9.68%	5.64%	1.1%	1.78%	0.98%	1.01%	1.38%	2.23%	1.1%
2025/02/02	1.92%	11.67%	3.56%	1.04%	1.66%	0.97%	0.87%	1.92%	2.04%	0.99%
2025/02/03	1.53%	11.12%	2.74%	1.46%	0.63%	1.04%	1.14%	2.22%	2.72%	1.11%
2025/02/04	2.15%	10.34%	3.89%	1.06%	0.82%	1.1%	0.59%	1.98%	2.36%	1.12%
2025/02/05	2.18%	9.82%	4.83%	1.21%	1.35%	1.69%	1.28%	1.79%	2.15%	1.23%
2025/02/06	1.93%	10.93%	4.49%	1.35%	1.64%	2.41%	1.27%	1.97%	1.92%	1.35%
2025/02/07	1.63%	10.26%	3.05%	0.79%	1.62%	2.33%	2%	2.73%	1.77%	1.41%
2025/02/08	2.05%	10.8%	4.67%	0.93%	1.96%	2.83%	2.31%	2.39%	1.55%	1.86%
2025/02/09	2.59%	14.2%	2.73%	1.27%	1.52%	1.98%	2.13%	1.91%	1.68%	2.58%
2025/02/10	2.53%	11.04%	4.48%	1.46%	1.96%	1.81%	1.58%	2.53%	1.98%	2%
2025/02/11	3.16%	11.92%	3.98%	1.35%	2.79%	2.08%	1.73%	2.43%	1.25%	2.24%
2025/02/12	2.68%	9.43%	3.24%	1.55%	3.42%	1.29%	1.89%	3.17%	1.02%	2.89%
2025/02/13	2.71%	9.38%	3.72%	1.6%	2.64%	1.01%	2.2%	2.46%	1.01%	2%
2025/02/14	4.18%	9.72%	2.93%	1.82%	3.28%	1.21%	1.92%	1.64%	1.14%	1.24%
2025/02/15	3.74%	10.69%	2.37%	1.81%	3.57%	1.57%	2.54%	1.04%	1.13%	1.11%
2025/02/16	3.9%	11.4%	2.31%	1.82%	2.43%	1.33%	3.19%	1.04%	0.93%	1.34%
2025/02/17	5.39%	10.81%	3.7%	1.58%	2%	1.17%	2.65%	1.42%	1.22%	1.08%
2025/02/18	6.61%	7.9%	2.86%	1.7%	2.08%	1.08%	2.9%	1.53%	0.94%	1.25%
2025/02/19	7.41%	7.1%	2.89%	1.4%	2.72%	1.15%	2.97%	1.15%	0.68%	0.99%
2025/02/20	9.78%	9.08%	2.01%	1.41%	1.47%	0.89%	3%	1.28%	0.92%	1.25%
2025/02/21	9.58%	7.11%	3.16%	1.06%	1.22%	0.86%	4.25%	1.38%	0.96%	1.2%
2025/02/22	9.74%	7.66%	3.97%	1.19%	1.41%	0.94%	3.73%	1.25%	0.97%	1.09%
2025/02/23	13.42%	8.84%	3.04%	1.13%	1%	0.94%	1.47%	1.45%	0.98%	1.83%
2025/02/24	11.13%	8.4%	2.66%	1.76%	0.96%	1.05%	0.24%	1.38%	1.53%	0.97%
2025/02/25	10.71%	7.88%	2.92%	1.92%	1.03%	1.27%	1.08%	1.57%	1.15%	0.64%
2025/02/26	8.95%	7.47%	2.62%	2.13%	1.21%	1.47%	0.96%	1.69%	0.77%	1.67%
2025/02/27	9.49%	6.45%	4.25%	1.78%	2.23%	1.57%	0.86%	1.73%	0.87%	1.87%
2025/02/28	10.4%	5.62%	3.48%	2.09%	1.6%	1.58%	1.44%	1.41%	0.86%	0.63%

In February 2025, Shein’s PPC spend share surged, peaking at 13.42% on the 23rd. Temu’s share declined, ending at 5.62%. New Balance fluctuated, closing at 3.48%. The Iconic and Crocs showed moderate increases, while Footlocker and YSL experienced varied trends. Amazon and Lululemon saw declines, finishing at 0.86% and 0.63%, respectively.

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.

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Competitor Count - Last month
Date	Competitor Count
2025/02/01	6209
2025/02/02	6291
2025/02/03	6258
2025/02/04	6217
2025/02/05	6250
2025/02/06	6199
2025/02/07	6305
2025/02/08	6173
2025/02/09	6172
2025/02/10	6159
2025/02/11	6179
2025/02/12	6161
2025/02/13	6090
2025/02/14	6117
2025/02/15	6029
2025/02/16	5952
2025/02/17	5953
2025/02/18	6066
2025/02/19	5849
2025/02/20	5979
2025/02/21	6148
2025/02/22	6106
2025/02/23	6130
2025/02/24	6038
2025/02/25	6097
2025/02/26	6063
2025/02/27	6178
2025/02/28	6077

Advertisers fluctuated in February, peaking at 6,305 on the 7th, then declining to 6,077 by month’s end.

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.

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Market Loss & Market Gains - Last month
Name	Market Trend
shein.com	4.44%
forevernew.com.au	2.46%
theiconic.com.au	1.45%
billyj.com.au	1.29%
footlocker.com.au	0.75%
ysl.com	-0.69%
pandora.net	-0.89%
lululemon.com.au	-1.13%
tiffany.com.au	-1.39%
temu.com	-2.05%

In the past month, shein.com surged with a 4.44% click share increase, while temu.com faced a 2.05% decline.

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.

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Date	shein.com	temu.com	theiconic.com.au	myer.com.au	footlocker.com.au	jd-sports.com.au	amazon.com.au	cupshe.com	stfrock.com.au	uniqlo.com
2025/02/01	2.3%	12.2%	1.92%	1.81%	0.65%	1.58%	2.97%	1.19%	0.62%	0.88%
2025/02/02	2.49%	13.99%	1.67%	1.71%	0.74%	1.5%	2.7%	0.96%	0.61%	0.85%
2025/02/03	1.86%	13%	2.36%	1.02%	0.71%	1.27%	3.56%	1.09%	0.96%	0.99%
2025/02/04	2.64%	12.54%	1.81%	1.26%	0.57%	1.64%	3.07%	1.17%	1.12%	0.88%
2025/02/05	2.87%	12.2%	2.19%	1.38%	0.89%	1.7%	2.88%	1.17%	0.92%	1.01%
2025/02/06	2.34%	12.9%	2.4%	1.18%	0.76%	1.3%	2.61%	1.38%	0.84%	1.4%
2025/02/07	2.02%	11.83%	1.36%	3.01%	1.16%	1.29%	2.3%	1.83%	0.92%	1.12%
2025/02/08	2.7%	13.02%	1.77%	1.79%	1.4%	1.27%	2.13%	1.67%	0.76%	1.41%
2025/02/09	3.35%	16.87%	2.26%	3.52%	1.12%	1.32%	2.32%	1.19%	0.67%	1.21%
2025/02/10	3.35%	13.09%	2.68%	1.55%	0.86%	1.15%	2.74%	0.91%	0.81%	0.97%
2025/02/11	4.29%	14.66%	2.5%	1.62%	1.05%	1.02%	1.65%	1.17%	0.85%	0.77%
2025/02/12	3.6%	11.33%	2.9%	1.39%	1.19%	1.55%	1.26%	1.04%	0.82%	1.13%
2025/02/13	3.45%	11%	3.01%	1.84%	1.46%	1.46%	1.23%	1.14%	0.99%	1.61%
2025/02/14	5.43%	11.23%	3.26%	1.43%	1.37%	1.18%	1.3%	1.16%	1.66%	1.44%
2025/02/15	4.63%	12.39%	3.31%	1.53%	1.89%	1.29%	1.33%	1.46%	2.47%	1.45%
2025/02/16	4.99%	13.31%	3.34%	2.23%	2.38%	1.22%	1.12%	0.88%	2.42%	1.76%
2025/02/17	7.04%	12.52%	3.01%	1.85%	1.87%	1.06%	1.45%	1.06%	2.45%	1.41%
2025/02/18	8.26%	9.14%	3.13%	2.09%	2.1%	1.09%	1.19%	1.02%	0.75%	1.33%
2025/02/19	9.48%	8.38%	2.69%	1.7%	1.93%	0.95%	0.89%	1.08%	0.88%	1.23%
2025/02/20	12.14%	10.08%	2.48%	2%	1.69%	0.88%	1.15%	1.1%	0.69%	0.82%
2025/02/21	11.82%	7.97%	1.8%	2.89%	2.72%	1.05%	1.25%	1.13%	0.76%	0.81%
2025/02/22	12.2%	8.6%	2.15%	2.89%	2.31%	1.22%	1.19%	1.1%	0.74%	0.75%
2025/02/23	16.61%	10.03%	1.96%	3.43%	0.92%	1.49%	1.27%	0.76%	1.18%	0.95%
2025/02/24	13.59%	9.18%	3.11%	1.88%	0.13%	1.36%	1.89%	1.18%	1.51%	0.89%
2025/02/25	13.03%	8.93%	3.31%	1.92%	0.72%	1.34%	1.32%	1.39%	0.91%	0.84%
2025/02/26	11.07%	8.54%	3.79%	2.03%	0.74%	1.73%	0.88%	1.14%	0.75%	0.86%
2025/02/27	11.34%	7.32%	3.23%	2.22%	0.58%	1.15%	1.03%	1.11%	0.7%	0.61%
2025/02/28	12.04%	6.25%	3.83%	2.95%	1.1%	1.08%	0.99%	0.83%	0.82%	0.72%

In February 2025, Shein’s impression share surged from 2.3% to 12.04%, peaking at 16.61% mid-month. Temu started strong at 12.2%, but declined to 6.25%. The Iconic and Myer showed moderate fluctuations, while Footlocker and JD Sports remained stable. Amazon and Cupshe experienced slight declines, and Uniqlo ended with a minor drop.

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.

See more data

1
ASICS Australia Official Store https://www.asics.com › shop-now
ASICS Official Site — Free Express Shipping Across Australia On Orders $199+. Buy Now & Pay Later With Afterpay.
2
David Jones Online Store | David Jones Official Website https://www.davidjones.com › david-jones › online
From International Designers to your Favourite Local Brands, Shop David Jones Brands Today. Shop With Click & Collect. Order online & pick up your purchase from your...
3
Foot Locker Online - Foot Locker approved https://www.footlocker.com.au › store › foot-locker
Get your favorite sneakers at Foot Locker. Buy now and get free delivery above $150! All the best brands in one place @ Foot Locker. Shop now online and...
4
Nike - Online Store 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. The...
5
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.

ASICS entices with free express shipping and Afterpay, while David Jones offers a blend of international and local brands with Click & Collect. Foot Locker highlights free delivery on sneakers, Nike emphasizes versatility, and Temu showcases global product variety.

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AUS Retail Apparel & Accessories - PPC Market Share Analysis February 2025

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

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

Competitor Count for AUS Retail Apparel & Accessories

Market Loss & Market Gains for AUS Retail Apparel & Accessories

AUS Retail Apparel & Accessories Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

PPC case study: How Serotonin x Assos achieved 6-figure growth & brand protection

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

Ask Arlo: AI generated search insights in seconds

Get the full picture

See this data specific to your brand performance