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Vantage | Online Fashion Retailers AI visibility ranking, UK | Tilio
Online Fashion Retailers
ASOS leads the UK ranking for online fashion retailers, scoring 20.2% on the AI visibility index in the scan of 27 Oct 2026.
AI visibility is the share of AI answers that mention a brand. Compare brand rankings and weekly changes across ChatGPT, Google AI Overviews and Google AI Mode. Measured and published 27 Oct 2026. The same 169 buying questions went to ChatGPT, Google AI Overviews and Google AI Mode, and each brand's score is the share of the 501 answers that named it.
ChatGPT
Google AI Overviews
Ranking
30 companies
Category average 3.4%
Companies ranked by visibility. Change is in percentage points against the previous published scan.
20.2%–No change shown: First published reading, so there is nothing to compare against yet.
Named in 101 of 501 eligible answers, 4.2 pp ahead of Marks & Spencer.
Companies measuredEvery measured company was named in at least one eligible answer this week.
30
Questions askedQuestion set universe-0f202d56ea25. The same fixed set, sent to every engine at the start of the scan. Questions never name a company.
169
Eligible answersAnswers the engines actually produced. 100% of planned attempts completed. Searches with no AI answer are left out of the denominator.
501
Category averageThe mean visibility of every company measured in the industry this week.
3.4%
A mention is not a recommendation or a quality rating, and a listing does not mean the company is a Tilio client.
17
Fit, sizing and inclusive ranges12
Price, promotions and value16
Privacy and data use4
Product range and discovery31
Delivery, stock and fulfilment17
Returns, refunds and exchanges21
Sustainability, sourcing and circular fashion15
Product information, quality and durability12
Website, app and accessibility8
Payment, checkout and account security8
Loyalty, membership and repeat shopping8
Questions are the accepted, unbranded buyer questions of a Tilio Prompt Universe research run, modelled from an approved coverage plan and reviewed by Tilio. Where the run asked a question in more than one wording, every wording counts towards that question. Each run of the same questions is one scan. No question carries a measured search volume.
Question set universe-0f202d56ea25, 169 questions, each asked once per engine per scan. Questions never name a company.
See all 169 questions
Reputation, trust and customer service · 17
At what point does repeated poor support outweigh the convenience of continuing to shop with the same fashion retailer?
When a recurring order issue is still unresolved after I contact support, should I stop shopping there?
If repeated order problems have been resolved quickly and fairly, what reasons might justify staying with the same retailer?
Should I switch after multiple order problems if support responds but does not solve them?
How many repeated delivery or order problems should I put up with before switching online fashion retailers?
Which UK online fashion retailers do customers recommend for getting a helpful response when they have a question about an order?
Which UK online fashion retailers do customers recommend for getting orders delivered when promised?
Which online fashion retailers do UK shoppers recommend for sending the right items in their orders, rather than just having a high review count?
Please find customer recommendations for UK online fashion retailers that make returns or exchanges straightforward after an order arrives.
Which UK fashion retailers do shoppers recommend to friends for putting things right when an online order arrives incomplete or incorrect?
What should I check in recent customer feedback to judge whether a fashion retailer will sort out a missing parcel?
Before buying, what signs show that a UK online clothing retailer can be trusted to send the item and provide help if something goes wrong?
Are recent reviews for my preferred fashion retailer a reliable sign that orders are arriving on time and in good condition?
Has my favourite online fashion shop handled recent complaints about delayed deliveries and refunds well?
Where can I find recent evidence that a preferred fashion retailer resolves delivery problems rather than leaving customers without updates?
How do I verify that the checkout and contact details belong to a genuine UK fashion retailer?
Could lots of very positive reviews mean a fashion retailer is not trustworthy, and how can I check?
Fit, sizing and inclusive ranges · 12
After several disappointing sizing experiences, I've become hesitant to order clothes online. Is that normal?
Why do clothes that fit well around one part of my body often feel uncomfortable somewhere else?
Why are the sizes I need so often unavailable when I'm shopping for clothes?
I find it frustrating trying to get clothes to fit as my body changes. Why does it feel so difficult?
I can't try clothes on before ordering them, so I never feel sure they'll fit. Is this a common problem?
I'm between sizes and never know which one will actually fit. Why is choosing so difficult?
I prefer a close fit. Which UK online fashion retailers do customers recommend for getting the fit they expect?
Do shoppers recommend any online fashion retailers whose size information and customer reviews help people feel more confident about fit?
I need detailed garment measurements to help find a suitable fit. Which UK online fashion retailers offer those alongside a broad size range?
Which online fashion retailers serving the UK offer a broad size range across everyday clothing?
What online fashion retailers in the UK let shoppers choose between different fits, not just different sizes?
Which online fashion retailers serving the UK give shoppers a wide choice of sizes across different garment cuts?
Price, promotions and value · 16
How can I tell if an item is worth its price when photos make it hard to judge the quality?
I keep seeing sale prices but still feel I spend too much on clothes. How do I know when a purchase is genuinely worth it?
Why can an outfit that looks cheap online end up costing so much by the time I’m ready to buy it?
I’m on a tight budget and need clothes for work. How can I stop the cost of buying them online adding up so quickly?
When shopping for clothes online, is it better value to buy a few more expensive pieces or several cheaper ones?
What online fashion retailers serving the UK are worth checking for low prices and frequent sales?
Can you shortlist UK online fashion retailers where I can build a low-cost wardrobe by choosing discounted items?
Between two UK online fashion retailers, which gives better overall value for a typical basket when I compare the final checkout totals rather than just the advertised item prices?
One retailer has a current markdown on a jacket. How can I check whether that single offer is cheaper than a comparable jacket at the other retailer?
When choosing between two fashion retailers, should I compare the price of each item or the total cost of replacing several wardrobe basics over the year?
For clothes I buy regularly, is a retailer with lower full prices usually better value than one whose prices depend on sales?
Does the current sale price for the jacket I want at my preferred retailer fit within my £80 budget, including delivery?
I’ve picked a dress from my preferred fashion retailer. Does its current promotion apply to the dress, or are there exclusions in the terms?
Before I order from my preferred fashion retailer, can you help me check whether its current voucher code can be used with the sale price, so I know the total?
My favourite fashion retailer is offering 20% off. What should I check to make sure the final price at checkout is what I expect?
Privacy and data use · 4
How can I limit the information an online fashion retailer keeps about me, such as saved addresses and payment details, without closing my account?
My retailer’s privacy notice says it may share customer data with advertising partners. Is closing my account likely to help, or should I stop shopping there as well?
What should I check about how an online fashion retailer uses and keeps my purchase history before deciding whether to close my account?
Can I ask an online fashion retailer to delete my saved details and carry on shopping as a guest, and what should I consider before closing my account?
Product range and discovery · 31
Do UK customers recommend any online fashion retailers for knitwear? What reasons do they give about the range and choice of styles?
Can you find online fashion retailers UK customers recommend for vintage-inspired clothing, and what do they say about discovering distinctive pieces?
Which online fashion retailers are recommended by UK shoppers looking for modest fashion, and what do customers say about the range?
Are customers recommending any online fashion retailers for streetwear in the UK? What do they say about the styles they can discover?
Which online fashion retailers do UK shoppers recommend for workwear, and what do they say about finding different professional styles?
Which online fashion retailers do UK shoppers recommend for everyday wardrobe basics, and what do customers say makes their range worth recommending?
I need a bag for everyday use, but most I come across don't feel both practical and minimalist. How can I find one that suits me?
I have trouble finding jewellery to go with my bold, colourful outfits without it looking overdone. How can I find pieces that work?
I like relaxed clothes, but I have trouble finding something for an evening out that still feels like me. Where should I start?
I need a coat for commuting, but the ones I find feel too bulky for my style. How can I find something more suitable?
I struggle to find clothes for a weekend away that suit my casual style and work for changeable weather. Any practical suggestions?
Why do I find it so hard to find wedding guest clothes that feel elegant without being overly dressy? What could help?
I need shoes for walking around town, but the ones I find seem too formal or too sporty. How can I find a pair that suits me?
I struggle to find smart-casual clothes for work that feel like my style. How can I make it easier to find suitable options?
Delivery, stock and fulfilment · 17
My order’s delivery estimate is vague, and I need it by Saturday at my postcode. What can I do to avoid being left without it?
The tracking says my parcel was delivered, but I can’t find it. What should I do?
My delivery was due today, but nothing has arrived. What’s the best next step?
My order says it was dispatched, but the tracking hasn’t changed for days. What should I do?
I’m unsure whether my parcel will reach my postcode before Friday. How can I check if it’s likely to arrive in time?
My order’s delivery date keeps changing. How can I tell whether it will actually arrive?
Only part of my fashion order has arrived. How can I find out if the rest is still on its way?
What happens when an order is split into multiple parcels at these retailers, and which is more likely to deliver the complete order on time?
For the same in-stock item, which retailer is more dependable at delivering within its stated window, rather than just offering the quickest estimate?
Compare the delivery charges at these two retailers for items currently in stock. Is the faster option worth the extra cost?
I need an outfit for an event on a set date. Compare these retailers’ stock status and delivery options, including whether express delivery makes arrival more dependable.
Which of the two fashion retailers I’m considering is more likely to get an in-stock order to my postcode fastest?
If an item is unavailable at one retailer but in stock at the other, compare their restock information and dispatch timing to help me choose.
The checkout says delivery takes two days. Is that estimate likely to hold for my postcode?
Is this item ready to dispatch, or would I have to wait for it to come back into stock?
Returns, refunds and exchanges · 21
I tried to exchange an item for another size, but the returns page only seems to offer a refund. How do I sort out an exchange without starting the whole process again?
The tracking says my return parcel was delivered, but the retailer says they haven’t received it. What should I send them to get this resolved?
I can’t get into my account to open the return instructions, and the item is ready to go back. Is there a straightforward way to arrange the return?
I sent my parcel back before the return deadline, but it arrived after the deadline and my return was rejected. What can I do?
The returns QR code on my order won’t scan. How can I send the item back without having to print a label?
My refund was approved, but I’ve only received part of the amount I expected. How can I get the missing amount checked?
I posted my return two weeks ago and still haven’t had the refund. I paid by debit card; how can I find out what’s holding it up?
Which retailer is less hassle if I need a parcel collected from home rather than taking it to a drop-off point? Compare the available return steps, any collection fee and the time allowed.
How do the retailers compare when I return several items from one order? Tell me whether I can send them together, the steps and costs, and how long I have to return them.
Compare how easy it is to return an online order to each retailer in store. What do I need to do, is there a charge, and how long do I have to return it?
I’d rather exchange an item than get a refund. Which of these retailers makes exchanges simpler, and what are the steps, costs and deadline?
Which retailer has the simpler refund process if I miss the chance to exchange an item? Compare the return steps, any fees, the refund timing and the deadline for sending it back.
Compare the retailers’ postal return processes: do they provide a prepaid label, what do I need to package or print, what will postage cost, and what is the return window?
Sustainability, sourcing and circular fashion · 15
Which UK online fashion retailers have a strong sustainability focus and offer clothing made with lower-impact materials? Please suggest several options.
Could you shortlist UK online fashion retailers that are open about where and how their clothing is made, so I can shop more responsibly?
What online clothing retailers serving the UK prioritise durable, repairable garments and offer a more responsible alternative to disposable fashion?
Which UK online retailers offer footwear with credible responsible-sourcing or lower-impact design approaches? I’m looking for a few options to compare.
Could you name several online fashion retailers available in the UK that take practical steps to reduce clothing waste, such as resale, take-back or made-to-order schemes?
Where can I find a shortlist of UK online retailers selling pre-loved occasion dresses in near-new condition?
What UK online retailers or resale platforms are worth considering for pre-loved designer handbags in well-kept condition?
Which online shops serving the UK have a range of second-hand children’s clothes that are clean and in wearable condition?
Can you suggest several UK online places to shop for pre-loved jeans that are gently worn and still in good shape?
Please recommend several UK online options for pre-loved trainers, preferably pairs with minimal signs of wear.
I prefer retailers that use recycled fibres. How can I check whether the recycled-content percentage stated for a garment is genuine and traceable?
How can I verify my favourite retailer’s claim that a particular jacket was made in a certified factory, and what checks or records should I look for?
A retailer I’m considering says it pays suppliers fairly. What evidence can a shopper check to tell substantiated practice from marketing?
I only want to buy leather from responsible sources. How can I check whether the leather in my preferred retailer’s boots is genuinely traceable and responsibly sourced?
Product information, quality and durability · 12
Which UK online fashion retailers should I shortlist for well-made everyday basics that hold up to frequent wear without costing too much?
Which online fashion retailers in the UK would you shortlist for durable activewear that keeps its shape after frequent workouts and washing?
Give me a shortlist of UK online retailers with a reputation for good-quality knitwear that stays in good condition and resists pilling.
Which UK online fashion retailers should I consider for a sturdy everyday bag that will last, with options costing no more than £150?
Please suggest several UK online retailers for smart workwear that can handle regular use, with individual pieces generally under £100.
Can you name several UK online retailers where I could find well-made dresses that are versatile enough to wear for years, preferably in the sale?
What UK online fashion retailers should I look at for hard-wearing everyday shoes that are made to last?
When choosing between two fashion retailers, how should I use customer feedback to judge whether their clothes hold up over time?
How can I compare two fashion retailers’ product descriptions to see which gives clearer information about fabric composition and care?
I’m choosing a formal dress from two UK online retailers and expect a well-finished garment. What construction details should I compare?
I need a winter coat that will last for several years. What details should I compare between two online retailers to assess its construction and durability?
When comparing two online fashion retailers, what should I look for in their cotton T-shirt fabric details to judge which is better made?
Website, app and accessibility · 8
How do the websites of two UK fashion retailers compare for accessible browsing, including clear menus and category navigation?
Which of two fashion retailers has the easier-to-use app search and filters, including controls that work well for shoppers with accessibility requirements?
How do two fashion retailers’ apps compare for text readability, contrast, text resizing and consistent navigation?
Which of the two retailers offers the more accessible overall online shopping journey, from finding products to completing an order, and what should I check before choosing?
Which retailer’s website is easier to use with keyboard navigation or a screen reader when browsing and comparing clothes?
Between two fashion retailers, which makes it easier to complete checkout accessibly, and is the experience better on the website or in the app?
I’m choosing between two fashion retailers. Compare how easy it is to move from product pages to size guides and the basket on their websites and apps.
Compare how clearly two UK fashion retailers present product photos, descriptions, colours, sizes and other details in their online shops.
Payment, checkout and account security · 8
What should I check on the checkout page before entering my card details at the online fashion retailer I usually use?
Is guest checkout safer for my payment details than signing in to my account?
Is it safer to use a credit card or a debit card if someone gets into my fashion shopping account?
My retailer asks me to approve a card payment through my bank. Is that a normal and safe checkout step?
Is paying with instalments at a retailer I trust safe, or does it expose more of my financial details?
My preferred fashion retailer accepts cards and digital wallets. Which is safer for paying at checkout?
My usual retailer has sent me to a separate payment page. How can I check it is legitimate before entering my card details?
Which account security settings should I enable before checking out with my preferred fashion retailer?
Loyalty, membership and repeat shopping · 8
How can I work out whether the rewards I actually redeem make it worthwhile to keep buying my usual clothes from this retailer?
The prices I pay as a returning customer seem to be creeping up. What should I check before deciding whether to keep buying from this retailer?
I often buy extra items to reach reward thresholds. Is it still good value for me to keep shopping here?
My clothing budget is tight. Should I keep shopping with this retailer if its member discounts do not consistently lower what I spend?
How often would I need to shop for a paid fashion membership to be worth its annual fee?
My membership fee has gone up. How should I decide whether its benefits still justify renewing at the higher price?
I have barely used the benefits this year. Should I cancel my fashion membership before it renews?
How can I work out whether the discounts and delivery savings I have actually used cover my membership fee?
What each engine contributed
Answers collected per engine in this scan
Engine
Eligible answers
No AI answer
Completed
ChatGPT
169
–None
100%
Google AI Overviews
163
4%
100%
Google AI Mode
169
–None
100%
“No AI answer” is a completed search where the engine showed nothing to analyse, most often a Google search with no AI Overview. Those searches are reported here and left out of the denominator. “Completed” is the share of planned attempts that finished; a scan under the publication threshold is held rather than published.
Is the current discount on this coat at my usual fashion retailer a genuine saving compared with its normal price?
Which online fashion retailers have a good range of wedding guest outfits, shoes and accessories?
Where can I find online retailers with a broad range of workwear and smart outfits?
Can you name some UK online shops with lots of casual clothes, trainers and everyday accessories?
I’m looking for a wide range of women’s clothing and accessories online. Which UK retailers should I consider?
I’d like to shop for clothes and shoes for different members of my family. Which UK online retailers have a wide range to choose from?
What UK online retailers offer a broad selection of clothing and footwear, from classic styles to more trend-led looks?
Could you suggest some UK online shops where I can browse clothes, shoes and accessories all in one place?
Which online fashion retailers in the UK have plenty of choice in men’s clothing and footwear?
Compare the activewear at Retailer A and Retailer B for modest, full-coverage gym clothing. Which has more choice?
Which retailer has a wider choice of women's coats for changeable, rainy UK weather: Retailer A or Retailer B?
For everyday dresses, how do the range and choice at Retailer A and Retailer B stack up?
How do Retailer A and Retailer B compare for women's petite workwear, particularly trousers and blazers?
Between Retailer A and Retailer B, which offers more choice in plus-size occasionwear for a formal evening event?
Compare Retailer A and Retailer B for maternity clothes that work for both the office and casual outings. Which range is more suitable?
Which has the more varied range of gender-neutral casual clothing for everyday wear, Retailer A or Retailer B?
How do Retailer A and Retailer B compare for formal shoes suitable for black-tie occasions?
Which has the broader range of men's suits suitable for weddings, Retailer A or Retailer B?
I need my order before the weekend. Is that realistic if I buy it now?
Is the jacket currently in stock at my preferred online fashion retailer?
Can a retailer's usual returns deadline override my UK consumer rights if an item is faulty, including the 30-day right to reject where it applies?
If an exchanged size still doesn't fit, can I return the replacement for a refund as long as I'm within the retailer's return deadline?
If I return an item, will the refund go back to the payment method I used, or can the retailer issue store credit instead?
If I paid for my order partly with a gift card and partly by debit card, how will the retailer divide the refund between them?
Can I try clothing on at home and still cancel an online order under UK rules, and what condition does the retailer require it to be in for a refund?
How long do I have to return an online clothing order to my preferred retailer, and does the deadline start from delivery or purchase?
For online clothes, how does the UK's 14-day cancellation period fit with a retailer's longer returns window, and when do I need to notify them?
If I send back just one item from a multi-item order, will the retailer refund any of the original delivery charge as well as the item's price?
What evidence would show that a retailer has actually reduced production waste, rather than simply setting targets or making vague commitments?
