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UK Retail Apparel & Accessories - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK 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 UK 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
shein.co.uk 8.86
jdsports.co.uk 4.1
marksandspencer.com 3.24
amazon.co.uk 2.58
next.co.uk 2.25
debenhams.com 2.1
nike.com 1.99
sportsdirect.com 1.66
newlook.com 1.54
mandmdirect.com 1.43
others 70.25

Copyright © Adthena. All rights reserved.

Shein.co.uk leads with 8.86% click share, followed by JDSports.co.uk at 4.1%. Others dominate with 70.25%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK 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.co.uk bbcicecream.eu jdsports.co.uk amazon.co.uk asos.com mandmdirect.com next.co.uk sportsdirect.com temu.com marksandspencer.com
2025/04/01 13.93% 0.53% 2.1% 2.66% 1.81% 2.21% 1.08% 1.45% 1.18% 2.5%
2025/04/02 14.83% 1.49% 2.05% 2.54% 1.74% 1.93% 1.06% 1.6% 1.23% 2.46%
2025/04/03 13.63% 1.5% 2.26% 2.41% 1.94% 2.16% 0.89% 1.81% 1.41% 1.68%
2025/04/04 12.18% 2.59% 2.28% 2.61% 1.94% 2.48% 0.9% 1.85% 1.56% 1.31%
2025/04/05 12.79% 3.01% 1.96% 3.16% 1.53% 2.08% 1.15% 1.72% 1.42% 2.14%
2025/04/06 12.84% 0.66% 1.95% 3.42% 1.44% 2.15% 1.16% 1.58% 1.24% 2.24%
2025/04/07 12.8% 1.66% 1.94% 3.25% 1.4% 2.08% 1.14% 1.53% 1.08% 2.4%
2025/04/08 12.25% 0.51% 2.11% 3.13% 1.42% 2.32% 1.21% 1.5% 1.54% 2.96%
2025/04/09 11.98% 0.7% 2.24% 3.12% 1.88% 2.36% 1.14% 1.47% 1.19% 2.57%
2025/04/10 11.21% 0.6% 2.25% 3.14% 1.5% 2.3% 1.28% 1.51% 1.03% 2.61%
2025/04/11 10.92% 0.77% 2.24% 2.57% 1.82% 2.28% 1.37% 1.19% 1.15% 2.2%
2025/04/12 11.54% 2.11% 2.5% 2.53% 1.76% 2.18% 1.18% 1.26% 1.5% 2.42%
2025/04/13 11.88% 0.71% 1.98% 3.08% 1.71% 2.39% 1.16% 1.67% 1.48% 2.09%
2025/04/14 12.1% 1.01% 2.12% 3.66% 1.51% 2.3% 1.27% 1.82% 1.33% 2.04%
2025/04/15 12.04% 0.51% 2.6% 3.64% 1.92% 2.29% 1.36% 2.02% 1.46% 2.19%
2025/04/16 12.39% 2.98% 2.07% 3.28% 2.07% 1.94% 1.33% 1.74% 1.29% 1.73%
2025/04/17 12.06% 1.2% 2.14% 3.58% 0.85% 2.3% 1.78% 1.67% 2.1% 2.32%
2025/04/18 9.41% 2.21% 2.78% 2.77% 0.67% 2.01% 1.64% 1.67% 1.83% 2.09%
2025/04/19 11.58% 2.43% 2.16% 3.37% 0.66% 2% 1.54% 1.86% 1.68% 2.2%
2025/04/20 12.66% 2.49% 2% 3.03% 0.5% 1.94% 1.46% 1.61% 2.27% 1.85%
2025/04/21 10.81% 1.47% 2.01% 3.23% 0.84% 1.99% 1.41% 1.48% 1.62% 1.94%
2025/04/22 10.6% 2.19% 2.58% 3.36% 0.66% 2% 1.92% 1.48% 1.6% 1.86%
2025/04/23 9.12% 1.04% 2.72% 3.02% 1% 2.18% 2.08% 1.56% 1.06% 2.58%
2025/04/24 10.16% 1.27% 2.45% 3.3% 2.11% 1.84% 2.13% 1.61% 1.29% 1.41%
2025/04/25 9.03% 4.7% 2.25% 2.49% 2.07% 1.69% 1.7% 1.51% 1.28% 0.85%
2025/04/26 10.23% 4.69% 2.39% 2.79% 1.66% 1.96% 2.12% 1.34% 1.21% 1.77%
2025/04/27 10.25% 2.74% 2.6% 2.61% 1.26% 2.1% 1.85% 1.4% 1.18% 1.15%
2025/04/28 10.15% 3.74% 2.99% 2.82% 1.18% 2.15% 1.86% 1.42% 1.34% 0.88%
2025/04/29 10.25% 2.53% 3.43% 2.46% 2.26% 2.04% 2.01% 1.5% 1.51% 0.71%
2025/04/30 11.26% 3.57% 2.75% 2.39% 2.39% 2.27% 1.81% 1.53% 1.3% 1.12%

Copyright © Adthena. All rights reserved.

Shein’s spend share decreased from 13.93% to 11.26% in April. BBC Ice Cream saw fluctuations, peaking at 4.70%. JD Sports maintained stability, ending at 2.75%. Amazon’s share varied, closing at 2.39%. Asos experienced a dip, finishing at 2.39%. M&M Direct showed consistency, ending at 2.27%. Next’s share rose, peaking at 2.13%. Sports Direct remained steady, closing at 1.53%. Temu’s share fluctuated, ending at 1.30%. Marks & Spencer’s share declined, finishing at 1.12%.

Market Exposure

Competitor Count for UK 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
2025/04/01 7098
2025/04/02 7058
2025/04/03 7081
2025/04/04 7063
2025/04/05 7015
2025/04/06 7019
2025/04/07 6911
2025/04/08 6920
2025/04/09 6880
2025/04/10 6958
2025/04/11 6845
2025/04/12 6853
2025/04/13 6864
2025/04/14 6854
2025/04/15 6807
2025/04/16 6776
2025/04/17 6799
2025/04/18 6673
2025/04/19 6907
2025/04/20 6902
2025/04/21 6849
2025/04/22 6899
2025/04/23 6852
2025/04/24 6885
2025/04/25 6807
2025/04/26 6895
2025/04/27 6923
2025/04/28 6907
2025/04/29 6782
2025/04/30 6803

Copyright © Adthena. All rights reserved.

April began with 7,098 advertisers, fluctuating throughout the month, and concluded at 6,803.

Campaign Efficiency

Market Loss & Market Gains for UK 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
jdsports.co.uk 1.28%
next.co.uk 1.03%
bbcicecream.eu 0.78%
swarovski.com 0.47%
drmartens.com 0.42%
nike.com -0.35%
asos.com -0.38%
ugg.com -0.47%
marksandspencer.com -0.52%
shein.co.uk -1.62%

Copyright © Adthena. All rights reserved.

In the past month, JD Sports and Next saw significant click share growth, gaining 1.28% and 1.03% respectively. Meanwhile, Shein experienced a notable decline of 1.62%.

Campaign Efficiency

UK 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.co.uk asos.com jdsports.co.uk amazon.co.uk mandmdirect.com sportsdirect.com next.co.uk debenhams.com temu.com marksandspencer.com
2025/04/01 16.49% 2.32% 2.49% 3.16% 2.48% 1.86% 1.05% 1.56% 1.3% 2.3%
2025/04/02 17.66% 2.22% 2.41% 3.05% 2.18% 2.04% 1.03% 1.54% 1.35% 2.29%
2025/04/03 16.3% 2.47% 2.67% 2.95% 2.4% 2.28% 0.91% 1.36% 1.53% 1.67%
2025/04/04 14.32% 2.42% 2.72% 3.15% 2.74% 2.38% 0.99% 1.67% 1.67% 1.35%
2025/04/05 15.29% 2.01% 2.44% 3.76% 2.34% 2.18% 1.18% 1.44% 1.51% 1.95%
2025/04/06 15.24% 1.85% 2.4% 3.97% 2.37% 1.98% 1.15% 1.52% 1.3% 2.05%
2025/04/07 15.29% 1.79% 2.13% 3.92% 2.31% 1.95% 1.13% 1.42% 1.15% 2.14%
2025/04/08 14.95% 1.82% 2.55% 3.64% 2.57% 1.88% 1.14% 1.45% 1.63% 2.43%
2025/04/09 14.61% 2.38% 2.69% 3.62% 2.61% 1.84% 1.09% 1.58% 1.21% 2.09%
2025/04/10 13.77% 1.9% 2.65% 3.62% 2.55% 1.9% 1.28% 1.64% 1.12% 2.15%
2025/04/11 13.37% 2.32% 2.66% 2.97% 2.51% 1.51% 1.37% 1.29% 1.24% 1.92%
2025/04/12 13.97% 2.25% 2.69% 3% 2.4% 1.63% 1.2% 1.35% 1.57% 2.11%
2025/04/13 14.36% 2.18% 2.35% 3.61% 2.56% 2.08% 1.13% 1.61% 1.55% 1.87%
2025/04/14 14.53% 1.93% 2.38% 4.3% 2.49% 2.29% 1.26% 1.74% 1.37% 1.79%
2025/04/15 14.75% 2.43% 2.82% 4.16% 2.52% 2.52% 1.28% 1.75% 1.56% 1.75%
2025/04/16 15.32% 2.6% 2.43% 3.77% 2.15% 2.17% 1.27% 1.94% 1.35% 1.43%
2025/04/17 14.59% 1.06% 2.47% 4.28% 2.51% 2.12% 1.67% 1.6% 2.16% 1.82%
2025/04/18 11.39% 0.9% 3% 3.51% 2.26% 2.09% 1.64% 1.92% 1.96% 1.9%
2025/04/19 13.31% 0.83% 2.37% 4.03% 2.03% 2.29% 1.64% 1.96% 1.65% 2.28%
2025/04/20 14.76% 0.64% 2.15% 3.63% 2.01% 2.01% 1.55% 2.2% 2.23% 1.95%
2025/04/21 12.64% 1.06% 2.14% 3.82% 2.07% 1.82% 1.42% 2.36% 1.62% 1.94%
2025/04/22 12.26% 0.86% 2.63% 4.03% 2.1% 1.84% 2.04% 2.15% 1.66% 1.85%
2025/04/23 10.85% 1.27% 2.86% 3.69% 2.28% 1.93% 2.19% 1.64% 1.12% 2.39%
2025/04/24 12.11% 2.62% 2.74% 3.97% 1.96% 1.98% 2.21% 1.65% 1.35% 1.21%
2025/04/25 10.98% 2.66% 2.7% 3.09% 1.85% 1.94% 1.79% 1.6% 1.35% 0.87%
2025/04/26 12.32% 2.12% 2.75% 3.48% 2.1% 1.72% 2.24% 1.47% 1.3% 1.61%
2025/04/27 11.97% 1.61% 2.89% 3.17% 2.22% 1.78% 1.93% 1.8% 1.24% 1.09%
2025/04/28 11.93% 1.53% 3.29% 3.45% 2.29% 1.78% 1.9% 1.46% 1.42% 0.81%
2025/04/29 12.05% 2.89% 3.77% 2.91% 2.16% 1.86% 1.99% 1.84% 1.64% 0.68%
2025/04/30 13.51% 3.09% 3.04% 2.83% 2.43% 1.92% 1.76% 1.7% 1.41% 1.13%

Copyright © Adthena. All rights reserved.

In April 2025, Shein.co.uk’s impression share started strong at 16.49%, but gradually declined, ending at 13.51%. Meanwhile, Asos.com saw a late surge, finishing at 3.09%. JD Sports and Amazon maintained steady growth, closing at 3.04% and 2.83%, respectively. MandMDirect.com and SportsDirect.com showed minor fluctuations, while Next.co.uk and Debenhams.com experienced moderate increases. Temu.com and MarksandSpencer.com had varied trends, with MarksandSpencer.com ending at 1.13%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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.

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  1. 1
    Wedding Guest Dresses At ASOS | 20% Off Almost Everything https://www.asos.com › fashion

    Get 20% Off Almost Everything. Limited Time Sale, Hurry, Ends Tomorrow! Shop Our Range of...

  2. 2
    Billionaire Boys Club EU https://www.bbcicecream.eu

    Next Day Delivery Available — Free Delivery On Orders Over £150 & Next Day Delivery Available. Shop BBC EU Online Now.

  3. 3
    On Your Own Time | COACH® UK Official Site https://uk.coach.com › spring › coach

    Step into Spring with our On Your Own Time Collection. Check Out Trending Bags & Styles

  4. 4
    Debenhams https://www.debenhams.com

    Klarna Options Available — Shop The Biggest Brands Online At Debenhams & Get Free Delivery On All Orders Over £15. Save...

  5. 5
    Nike - Online Store https://www.nike.com

    The Official Nike Site — Any Place. Any Time. Any Condition. Be Your Best Every Time With Nike Shoes And Clothing. The Official Website. Home Of Everything Nike. Shop...

Copyright © Adthena. All rights reserved.

ASOS entices with a 20% off sale on wedding guest dresses, urging urgency. Billionaire Boys Club EU offers free delivery over £150, emphasizing convenience. COACH® UK highlights spring trends, while Debenhams promotes Klarna options and free delivery. Nike champions versatility and performance.

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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