AUS Retail Apparel & Accessories - PPC Market Share Analysis January 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 4.20903334993
95.7909666501
4%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 21%
Transactional 13%
Navigational 1%
Seasonal 3%
Local 1%
Problem Solving 1%

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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 12.07
citychic.com.au 5.09
shein.com 4.67
davidjones.com 3.2
lululemon.com.au 2.58
forevernew.com.au 2.34
theiconic.com.au 2.19
billyj.com.au 1.67
jd-sports.com.au 1.5
stfrock.com.au 1.49
others 63.2
  • temu.com - 12.07%
  • citychic.com.au - 5.09%
  • shein.com - 4.67%
  • davidjones.com - 3.2%
  • lululemon.com.au - 2.58%
  • forevernew.com.au - 2.34%
  • theiconic.com.au - 2.19%
  • billyj.com.au - 1.67%
  • jd-sports.com.au - 1.5%
  • stfrock.com.au - 1.49%
  • others - 63.2%

Copyright © Adthena. All rights reserved.

Temu leads with 12.07% click share, followed by City Chic at 5.09%. Others dominate with 63.20%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date temu.com shein.com lululemon.com.au theiconic.com.au stfrock.com.au citychic.com.au amazon.com.au myer.com.au jd-sports.com.au davidjones.com
2026/01/01 8.95% 3.03% 4.51% 1.06% 0.56% 1.02% 0.82% 2.78% 1.31% 2.01%
2026/01/02 9.79% 4.65% 5.12% 1.21% 0.72% 1.11% 0.98% 1.78% 1.57% 1.3%
2026/01/03 8.42% 7.62% 5.54% 1.1% 1.12% 1.22% 1.1% 1.91% 1.93% 1.59%
2026/01/04 9.32% 9.34% 5.32% 1.31% 0.73% 1.26% 1.15% 2.12% 1.73% 1.01%
2026/01/05 8.21% 12.13% 5.27% 1.73% 0.91% 1.14% 1.1% 1.55% 1.74% 1.61%
2026/01/06 10.01% 12.2% 5.14% 1.19% 0.9% 1.86% 1.19% 1.63% 1.62% 1.24%
2026/01/07 10.07% 1.33% 5.1% 0.99% 1.06% 0.93% 0.78% 2.49% 1.24% 1.01%
2026/01/08 7.83% 10.02% 7.28% 0.98% 1.96% 0.96% 0.98% 1.34% 1.94% 0.91%
2026/01/09 7.68% 7.59% 8.23% 1.14% 1.17% 0.58% 0.94% 0.97% 2.42% 1.22%
2026/01/10 6.68% 8.72% 7.17% 1.19% 0.82% 1.08% 0.91% 1.3% 2.14% 1.04%
2026/01/11 8.43% 8.77% 7.13% 1.09% 0.87% 1.1% 0.79% 1.39% 1.97% 1.1%
2026/01/12 8.7% 9.13% 5.68% 1.38% 0.3% 1.15% 0.85% 0.89% 1.9% 1.5%
2026/01/13 7.27% 8.8% 4.82% 1.85% 0.18% 1.05% 0.91% 1.21% 2.13% 1.17%
2026/01/14 7.47% 7.93% 5.63% 1.71% 0.18% 1.05% 1.02% 0.81% 1.73% 1.16%
2026/01/15 7.37% 8.74% 5.51% 1.53% 0.27% 1.1% 0.87% 1.16% 2.08% 1%
2026/01/16 7.67% 7.47% 8.23% 1.14% 1.17% 0.42% 0.93% 0.96% 2.42% 1.22%
2026/01/17 6.75% 10.23% 5.98% 1.71% 0.49% 1.21% 0.91% 1.48% 1.92% 1.1%
2026/01/18 7.21% 9.62% 6.36% 1.88% 1.37% 2.16% 0.98% 2.36% 1.8% 0.97%
2026/01/19 7.86% 7.07% 6.17% 2.36% 1.88% 2.52% 1.04% 0.99% 1.89% 1.52%
2026/01/20 7.75% 6.77% 4.68% 2.5% 2.05% 1.66% 1.05% 1.47% 1.39% 1.01%
2026/01/21 8.29% 7.7% 4.39% 1.58% 1.02% 1.65% 1.11% 1.46% 1.65% 0.56%
2026/01/22 9.12% 6.86% 4.29% 1.63% 2.56% 1.36% 1.66% 1.49% 1.06% 2.12%
2026/01/23 9.89% 6.68% 4.51% 1.68% 2.52% 1.25% 1.53% 1.46% 1.14% 1.49%
2026/01/24 9.1% 6.71% 5.93% 1.63% 1.89% 1.96% 1.51% 1.33% 1.15% 0.43%
2026/01/25 8.55% 5.68% 7.5% 1.57% 2.09% 1.53% 1.49% 1.58% 1.17% 0.92%
2026/01/26 10.2% 5.2% 5.39% 1.49% 1.76% 1.91% 1.73% 2.81% 1.7% 0.67%
2026/01/27 8.7% 6.18% 5.09% 1.71% 1.31% 1.7% 2.18% 1.23% 1.63% 1.63%
2026/01/28 7.8% 5.94% 5.49% 1.67% 1.16% 2.07% 1.86% 2.02% 1.14% 1.22%
2026/01/29 7.52% 7.06% 4.47% 2.62% 1.53% 1.68% 1.59% 1.63% 1.45% 0.49%
2026/01/30 8.08% 7.06% 4.16% 3.5% 1.62% 1.54% 1.39% 1.42% 1.52% 0.71%
2026/01/31 9.08% 8.42% 5.32% 2.6% 1.76% 1.42% 1.3% 1.24% 1.06% 0.58%
  • temu.com
  • shein.com
  • lululemon.com.au
  • theiconic.com.au
  • stfrock.com.au
  • citychic.com.au
  • amazon.com.au
  • myer.com.au
  • jd-sports.com.au
  • davidjones.com

Copyright © Adthena. All rights reserved.

In January 2026, Temu.com led with fluctuating spend, peaking at 10.20. Shein.com saw a sharp rise early, then declined. Lululemon.com.au maintained steady growth, while TheIconic.com.au surged late month. Overall, dynamic shifts marked the month.

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
2026/01/01 3687
2026/01/02 3699
2026/01/03 3693
2026/01/04 3683
2026/01/05 3699
2026/01/06 3703
2026/01/07 3682
2026/01/08 3618
2026/01/09 3537
2026/01/10 3623
2026/01/11 3571
2026/01/12 3522
2026/01/13 3501
2026/01/14 3485
2026/01/15 3503
2026/01/16 3537
2026/01/17 3549
2026/01/18 3540
2026/01/19 3519
2026/01/20 3536
2026/01/21 3582
2026/01/22 3555
2026/01/23 3508
2026/01/24 3572
2026/01/25 3551
2026/01/26 3821
2026/01/27 4234
2026/01/28 3935
2026/01/29 3937
2026/01/30 3979
2026/01/31 4033

Copyright © Adthena. All rights reserved.

January saw a dynamic shift in distinct advertisers, starting at 3,687 and ending at 4,033. Mid-month fluctuations were followed by a significant surge, peaking at 4,234 on January 27.

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
citychic.com.au 2.56%
stfrock.com.au 1.21%
temu.com 0.87%
theiconic.com.au 0.72%
skechers.com.au 0.37%
chanel.com -0.4%
converse.com.au -0.51%
asics.com -0.68%
forevernew.com.au -0.74%
shein.com -1.15%

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Citychic.com.au surged with a 2.56 increase, while shein.com dropped by 1.15. Stfrock.com.au and temu.com also gained, contrasting with declines from forevernew.com.au and asics.com.

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 theiconic.com.au citychic.com.au billyj.com.au myer.com.au jd-sports.com.au amazon.com.au lululemon.com.au davidjones.com
2026/01/01 3.3% 9.81% 1.66% 1.82% 1.08% 3.71% 1.6% 0.99% 1.17% 2.41%
2026/01/02 5.54% 10.64% 1.89% 1.77% 0.97% 2.55% 2.03% 1.35% 1.07% 1.66%
2026/01/03 9.51% 9.23% 1.74% 1.96% 1.34% 2.57% 2.38% 1.52% 1.22% 1.82%
2026/01/04 11.49% 10.12% 2.02% 2.25% 0.95% 2.88% 2.07% 1.58% 1.15% 1.48%
2026/01/05 15.12% 9.6% 2.74% 1.9% 1.02% 2.08% 2.27% 1.42% 1.12% 1.94%
2026/01/06 15.15% 10.81% 1.87% 3.26% 1.18% 2.28% 2.05% 1.56% 1.18% 1.52%
2026/01/07 1.51% 11.18% 1.59% 1.41% 1.99% 3.57% 1.65% 1.05% 1.09% 1.75%
2026/01/08 13.14% 8.53% 1.64% 1.36% 0.98% 2.01% 2.5% 1.46% 1.48% 1.42%
2026/01/09 10.35% 8.3% 1.98% 0.8% 0.97% 1.39% 3.36% 1.25% 1.86% 1.88%
2026/01/10 11.08% 7.13% 2.01% 1.73% 1.51% 1.92% 2.95% 1.21% 1.8% 1.43%
2026/01/11 11.37% 9.03% 1.81% 1.7% 1.14% 2.01% 2.7% 1.1% 2.01% 1.62%
2026/01/12 11.73% 9.37% 2.4% 1.92% 1.27% 1.2% 2.58% 1.09% 1.3% 2.07%
2026/01/13 11.34% 7.52% 3.12% 1.87% 1.93% 1.86% 2.95% 1.45% 1.01% 1.54%
2026/01/14 10.13% 7.9% 2.89% 1.9% 2.28% 1.11% 2.37% 1.26% 1.43% 1.6%
2026/01/15 11.13% 7.77% 2.65% 1.8% 2.09% 1.66% 2.87% 1.1% 1.22% 1.51%
2026/01/16 10.22% 8.34% 1.99% 0.57% 0.98% 1.39% 3.39% 1.25% 1.87% 1.89%
2026/01/17 13.05% 7.08% 2.79% 2.23% 2.28% 2.14% 2.71% 1.09% 1.33% 1.51%
2026/01/18 12.4% 7.39% 2.99% 3.95% 2.14% 3.43% 2.51% 1.17% 1.63% 1.12%
2026/01/19 8.63% 7.86% 3.85% 4.68% 2.04% 1.42% 2.54% 1.29% 1.58% 1.96%
2026/01/20 7.91% 7.81% 4.07% 3.06% 2.53% 1.96% 1.95% 1.23% 1.06% 1.55%
2026/01/21 9.6% 8.9% 2.68% 2.86% 2.04% 1.98% 2.47% 1.28% 1.02% 1.12%
2026/01/22 8.51% 9.62% 2.77% 2.15% 1.74% 2.07% 1.79% 1.82% 1.03% 2.55%
2026/01/23 7.96% 10.32% 2.9% 1.93% 1.98% 2.1% 1.88% 1.74% 1.06% 2.49%
2026/01/24 8.27% 9.89% 2.95% 3.72% 2.02% 1.74% 1.91% 1.7% 1.39% 0.65%
2026/01/25 7.1% 9.32% 2.72% 2.66% 1.8% 2.13% 1.88% 1.68% 2.67% 1.74%
2026/01/26 6.3% 10.64% 2.57% 3.38% 1.79% 3.73% 2.73% 2% 1.16% 1.24%
2026/01/27 7.41% 8.76% 2.77% 2.88% 2.17% 1.69% 2.39% 2.6% 1.08% 2.14%
2026/01/28 7.49% 8.07% 2.77% 3.68% 2.03% 2.78% 1.73% 2.19% 1.23% 1.7%
2026/01/29 8.58% 7.84% 4.28% 2.81% 1.79% 2.18% 2.15% 1.93% 0.83% 0.92%
2026/01/30 8.39% 8.08% 5.44% 2.56% 1.82% 1.88% 2.24% 1.7% 0.7% 0.88%
2026/01/31 10.56% 9.23% 4.2% 2.4% 1.75% 1.73% 1.58% 1.55% 1.03% 1.02%
  • shein.com
  • temu.com
  • theiconic.com.au
  • citychic.com.au
  • billyj.com.au
  • myer.com.au
  • jd-sports.com.au
  • amazon.com.au
  • lululemon.com.au
  • davidjones.com

Copyright © Adthena. All rights reserved.

Shein’s impression share surged early January, peaking at 15.15% on the 6th, then fluctuated, ending at 10.56%. Temu maintained a steady presence, closing at 9.23%. The Iconic and City Chic saw mid-month peaks, while Amazon and Lululemon had modest gains.

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
    adidas Australia | Official adidas Sales Site https://www.adidas.com.au

    Whatever Your Sport, adidas Has You Covered. Find Your Fit & Enjoy Free 30 Day Returns. Join adiClub Today & Get A Special Welcome Gift From Us. Sign Up Will Always Be Free.

  2. 2
    Womens Clothing | Dresses, Tops, Skirts & More | Ally Fashion https://www.allyfashion.com

    Create show-stopping looks with women's clothing from Ally Fashion Shop Australian dresses, tops, skirts, pants & more. Express shipping option.

  3. 3
    Shop now at Foot Locker https://www.footlocker.com.au

    Sneakers, apparel & more — Shop your favourite sneakers at Foot Locker. Buy now and enjoy free delivery above $150. The...

  4. 4
    JD Sports https://www.jd-sports.com.au

    JD Sports Australia — Big value on sneakers, slides, apparel & more. Perfect timing for gifting season. Shop Now. Level up your summer fits with premium sportswear ...

  5. 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.

Copyright © Adthena. All rights reserved.

In the competitive world of Google PPC, adidas, Ally Fashion, Foot Locker, JD Sports, and Temu captivate audiences with unique offerings. From adidas’ sport-centric appeal and Ally’s fashion-forward styles to Foot Locker’s sneaker haven, JD’s premium sportswear, and Temu’s global variety, each ad tells a compelling story of value and choice.

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