UK Retail Apparel & Accessories - PPC Market Share Analysis March 2026

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.

Apparel & Accessories – UK

Google AI Overview visibility for Retail Apparel & Accessories UK

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 3.39295005601
96.607049944
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 49
51
49%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 15%
Navigational 2%
Seasonal 4%
Local 2%
Problem Solving 4%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
marksandspencer.com 8.75
shein.co.uk 5.22
asos.com 3.87
next.co.uk 2.74
bbcicecream.eu 2.41
lululemon.co.uk 1.69
debenhams.com 1.6
charlestyrwhitt.com 1.32
superdry.com 1.27
coach.com 1.26
others 69.87
  • marksandspencer.com - 8.75%
  • shein.co.uk - 5.22%
  • asos.com - 3.87%
  • next.co.uk - 2.74%
  • bbcicecream.eu - 2.41%
  • lululemon.co.uk - 1.69%
  • debenhams.com - 1.6%
  • charlestyrwhitt.com - 1.32%
  • superdry.com - 1.27%
  • coach.com - 1.26%
  • others - 69.87%

Copyright © Adthena. All rights reserved.

Marks & Spencer leads with 8.75% click share, followed by Shein at 5.22%. ‘Others’ dominate with 69.87%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date shein.co.uk marksandspencer.com asos.com next.co.uk charlestyrwhitt.com lululemon.co.uk adidas.co.uk superdry.com bbcicecream.eu boden.com
2026/03/01 9.03% 5.32% 5.23% 2.09% 1.5% 2.1% 1.03% 1.55% 0.6% 1.02%
2026/03/02 8.9% 5.93% 4.06% 2.11% 1.35% 2.63% 1.17% 1.5% 1.24% 1.09%
2026/03/03 8.47% 7.74% 3.79% 2.49% 1.34% 2.33% 0.96% 1.24% 1.77% 1.13%
2026/03/04 9.32% 7.73% 4.17% 2.06% 1.09% 1.85% 0.84% 1.27% 2.86% 1.31%
2026/03/05 8.99% 6.72% 4.35% 2.47% 1.05% 2.61% 1.07% 0.94% 1.91% 1.35%
2026/03/06 5.92% 8.01% 3.29% 2.77% 1.14% 3.23% 1.16% 0.89% 0.31% 2.34%
2026/03/07 6.43% 6.47% 3.74% 2.45% 1.26% 3.95% 0.84% 0.87% 0.68% 2.48%
2026/03/08 6.02% 5.76% 4.07% 2.41% 1.23% 3.2% 1.03% 0.79% 1.29% 2.44%
2026/03/09 5.68% 5.72% 3.17% 2.46% 1.23% 2.29% 1.17% 0.89% 1.03% 1.69%
2026/03/10 5.84% 5.08% 3.04% 2.42% 1.26% 2.07% 1.17% 0.95% 4.91% 1.47%
2026/03/11 6.91% 4.83% 3.12% 2.11% 1.23% 2.14% 1.15% 1.1% 3.51% 1.23%
2026/03/12 6% 5.1% 2.95% 2.35% 1.23% 2.3% 1.17% 1.29% 0.78% 1.16%
2026/03/13 5.21% 4.98% 2.79% 2.32% 1.25% 2.54% 0.9% 1.61% 2.83% 1.02%
2026/03/14 6.52% 5.05% 2.64% 1.97% 1.19% 2.33% 0.96% 1.64% 2.25% 1.13%
2026/03/15 6.81% 5.62% 2.62% 1.65% 0.99% 2.24% 1.05% 1.59% 2.74% 1.19%
2026/03/16 5.07% 6.25% 3.13% 1.9% 1.18% 2.15% 1.06% 1.52% 1.47% 1.16%
2026/03/17 6.81% 5.22% 4.82% 2.12% 1.32% 1.65% 0.92% 1.34% 0.84% 1.03%
2026/03/18 4.72% 5.17% 3.23% 1.93% 1.26% 1.57% 1.1% 1.43% 5.9% 0.98%
2026/03/19 4.57% 5.01% 4.1% 1.85% 1.38% 1.72% 1.3% 1.39% 1.9% 1.05%
2026/03/20 3.9% 4.47% 3.81% 1.6% 1.36% 1.74% 1.25% 1.3% 8.59% 0.93%
2026/03/21 4.58% 4.61% 6.6% 1.76% 1.76% 2.14% 1.07% 1.28% 0.83% 0.9%
2026/03/22 5.58% 3.51% 3.61% 1.71% 1.4% 2.38% 1.18% 1.13% 3.94% 1.04%
2026/03/23 6.28% 4.25% 3.17% 2.04% 1.25% 2.18% 1.31% 1.09% 5.92% 0.63%
2026/03/24 6.8% 5.2% 4.81% 2.12% 1.32% 1.64% 0.92% 1.33% 0.83% 1.04%
2026/03/25 4.81% 4.7% 6.35% 1.58% 1.31% 2.85% 1.04% 0.81% 7.41% 0.64%
2026/03/26 6.82% 4.92% 6.37% 1.55% 1.1% 1.41% 0.98% 0.97% 10.6% 0.48%
2026/03/27 8.37% 4.83% 6.69% 1.64% 1.16% 2.21% 1.01% 1.26% 2.87% 0.56%
2026/03/28 8.26% 5.73% 6.07% 2.01% 1.3% 1.63% 1.01% 1% 3.29% 0.49%
2026/03/29 9.11% 6.71% 5.06% 2.25% 1.24% 2.41% 1% 0.93% 0.61% 0.38%
2026/03/30 7.6% 6.53% 5.87% 2.17% 1.26% 2.09% 1.09% 0.93% 2.63% 0.38%
2026/03/31 7.14% 6.4% 5.98% 2.52% 1.38% 1.37% 1.16% 0.99% 0.96% 0.48%
  • shein.co.uk
  • marksandspencer.com
  • asos.com
  • next.co.uk
  • charlestyrwhitt.com
  • lululemon.co.uk
  • adidas.co.uk
  • superdry.com
  • bbcicecream.eu
  • boden.com

Copyright © Adthena. All rights reserved.

In March 2026, Shein.co.uk led with fluctuating spend shares, peaking mid-month. Marksandspencer.com and Asos.com showed steady growth, while BBCIceCream.eu had a dramatic spike. The month concluded with Shein.co.uk maintaining dominance.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/03/01 4904
2026/03/02 4908
2026/03/03 5005
2026/03/04 5099
2026/03/05 5082
2026/03/06 4977
2026/03/07 4838
2026/03/08 4770
2026/03/09 4807
2026/03/10 4807
2026/03/11 4805
2026/03/12 4806
2026/03/13 4744
2026/03/14 4680
2026/03/15 4759
2026/03/16 4811
2026/03/17 5216
2026/03/18 4876
2026/03/19 4886
2026/03/20 4843
2026/03/21 4654
2026/03/22 4599
2026/03/23 4952
2026/03/24 5216
2026/03/25 4460
2026/03/26 4525
2026/03/27 4699
2026/03/28 4561
2026/03/29 4596
2026/03/30 4540
2026/03/31 4561

Copyright © Adthena. All rights reserved.

March saw fluctuating advertiser numbers, peaking at 5,216 on March 17 and 24. The month concluded with 4,561 advertisers, reflecting a dynamic landscape.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
bbcicecream.eu 1.91%
asos.com 1.34%
coach.com 0.45%
sainsburys.co.uk 0.35%
sweatybetty.com 0.28%
lululemon.co.uk -0.29%
next.co.uk -0.33%
debenhams.com -0.37%
boden.com -0.49%
marksandspencer.com -1.46%

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BBC Ice Cream and ASOS surged in click share, while Marks & Spencer and Boden faced declines. Coach and Sainsbury’s saw moderate gains.

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.

Date shein.co.uk asos.com marksandspencer.com next.co.uk jdsports.co.uk schuh.co.uk debenhams.com superdry.com lululemon.co.uk bbcicecream.eu
2026/03/01 10.86% 6.45% 4.88% 2.25% 0.61% 0.9% 1.73% 1.51% 0.95% 0.31%
2026/03/02 10.85% 5.02% 5.32% 2.28% 1.29% 1.07% 1.69% 1.53% 1.35% 0.53%
2026/03/03 10.33% 4.73% 7.09% 2.68% 1.47% 1.22% 1.57% 1.22% 1.35% 0.71%
2026/03/04 11.06% 5.33% 7.14% 2.24% 1.52% 1.27% 1.94% 1.28% 1.01% 1.14%
2026/03/05 10.74% 5.65% 6.21% 2.72% 1.03% 1.41% 1% 0.87% 1.5% 0.8%
2026/03/06 7.45% 4.15% 7.53% 2.99% 0.98% 1.67% 0.99% 0.85% 2.11% 0.12%
2026/03/07 7.95% 4.63% 6.08% 2.7% 0.73% 1.19% 1.45% 0.8% 2.31% 0.38%
2026/03/08 7.35% 5.02% 5.47% 2.64% 0.85% 0.99% 1.76% 0.73% 1.77% 0.63%
2026/03/09 6.93% 3.89% 5.42% 2.71% 0.72% 1.29% 1.23% 0.87% 1.09% 0.51%
2026/03/10 7.17% 4.02% 4.83% 2.7% 0.6% 1.07% 1.36% 0.94% 0.99% 2%
2026/03/11 8.44% 3.93% 4.64% 2.35% 0.7% 0.88% 1.3% 1.13% 1.08% 1.42%
2026/03/12 7.36% 3.7% 4.76% 2.51% 1.4% 1.05% 1.13% 1.3% 1.17% 0.31%
2026/03/13 6.39% 3.58% 4.61% 2.53% 1.02% 1.2% 1.28% 1.64% 1.39% 1.29%
2026/03/14 7.97% 3.35% 4.93% 2.16% 0.91% 1.15% 1.79% 1.7% 1.13% 0.86%
2026/03/15 8.19% 3.31% 5.64% 1.75% 0.89% 1.35% 1.05% 1.68% 1.14% 1.06%
2026/03/16 6.14% 4.1% 6.01% 2.02% 1.04% 1.3% 1.01% 1.57% 1.07% 0.65%
2026/03/17 7.8% 6.38% 4.72% 2.27% 1.33% 1.35% 1.09% 1.35% 0.77% 0.33%
2026/03/18 6.03% 4.38% 4.87% 2.1% 1.71% 1.16% 1% 1.54% 0.75% 2.63%
2026/03/19 5.73% 5.49% 4.71% 1.95% 1.25% 1.03% 1.01% 1.45% 0.83% 1.09%
2026/03/20 5.08% 5.28% 4.4% 1.76% 1.09% 0.86% 0.99% 1.39% 0.88% 3.96%
2026/03/21 5.68% 8.52% 4.18% 1.91% 1.23% 0.69% 1.01% 1.21% 1% 0.54%
2026/03/22 6.98% 4.96% 3.33% 1.91% 0.91% 0.73% 1.04% 1.11% 1.16% 1.64%
2026/03/23 7.55% 4.29% 3.99% 2.36% 1.31% 1.09% 1.26% 1.08% 1.07% 2.6%
2026/03/24 7.8% 6.38% 4.72% 2.27% 1.33% 1.35% 1.09% 1.35% 0.77% 0.33%
2026/03/25 6.19% 8.44% 4.8% 1.85% 0.33% 0.74% 1.19% 0.91% 1.28% 3.14%
2026/03/26 8.53% 8.35% 4.75% 1.79% 0.79% 0.96% 0.85% 0.95% 0.73% 6.59%
2026/03/27 10.11% 8.64% 4.48% 1.78% 0.82% 1.34% 0.89% 1.21% 1.18% 1.02%
2026/03/28 9.73% 7.79% 5.27% 2.19% 1.41% 1.27% 1.11% 0.98% 0.83% 1.22%
2026/03/29 10.39% 6.47% 6.16% 2.46% 1.73% 1.21% 1.41% 0.88% 0.97% 0.21%
2026/03/30 9.22% 7.64% 5.93% 2.41% 1.28% 1.08% 0.92% 0.92% 1.01% 0.95%
2026/03/31 8.59% 7.63% 5.75% 2.76% 1.23% 1.21% 0.99% 0.93% 0.71% 0.41%
  • shein.co.uk
  • asos.com
  • marksandspencer.com
  • next.co.uk
  • jdsports.co.uk
  • schuh.co.uk
  • debenhams.com
  • superdry.com
  • lululemon.co.uk
  • bbcicecream.eu

Copyright © Adthena. All rights reserved.

In March 2026, Shein.co.uk started strong but dipped mid-month, recovering slightly by month’s end. Asos.com saw a steady rise, peaking late March. Marksandspencer.com fluctuated, ending with moderate gains. Next.co.uk remained stable, while Jdsports.co.uk and Schuh.co.uk showed minor fluctuations. Debenhams.com and Superdry.com experienced slight declines. Lululemon.co.uk and Bbcicecream.eu had sporadic spikes, with Bbcicecream.eu peaking dramatically mid-month.

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.

Google Text Ad Copy Insights & Creative Trends for UK Retail Apparel & Accessories - Last month
  1. 1
    BBC ICECREAM Official Site - Up To 50% Off Sale Now https://www.bbcicecream.eu

    Free Shipping & Delivery On Orders Over £120. Shop New Season Drops. Save Up To 50% Off In The Sale. Limited-Time Styles Available Now.

  2. 2
    Debenhams Official Site https://www.debenhams.com

    Quality Debenhams — Refresh your style, home & beauty collections, with up to 60% off all things spring. Stay Up To Date With New Beauty & Fashion Trends At Debenhams.

  3. 3
    Boots Delivered - Get Up To 20% Off Gifts https://www.deliveroo.co.uk › deliveroo › delivery

    Order now and get up to 20% off gifts this Mother's Day on Deliveroo. T&Cs apply.

  4. 4
    Mens Billionaire Boys Club Clothing https://www.mainlinemenswear.co.uk

    Browse our collection of mens Billionaire Boys Club clothing by Pharrell Williams

  5. 5
    M&S | Marks & Spencer | Fashion, Home, Beauty, Food & Gifts https://www.marksandspencer.com

    Shop on-trend womenswear, quality menswear, home and beauty essentials and mouth-watering food and drink. Order online with free delivery or collection at M&S.

Copyright © Adthena. All rights reserved.

In the bustling world of Google PPC, BBC ICECREAM entices with a 50% sale, while Debenhams refreshes styles with a 60% spring discount. Deliveroo offers Mother’s Day gifts at 20% off, Mainline Menswear showcases Pharrell’s Billionaire Boys Club, and M&S combines fashion, home, and food essentials.

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