--- title: "Klarna: search popularity in Australia" description: "A payments and shopping app offering pay-in-four instalments. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/klarna" publisher: "Brandwave" --- # Klarna: search popularity in Australia A payments and shopping app offering pay-in-four instalments. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Klarna - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among buy now pay later services**: 7.9% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Buy now pay later services | 3 | 7.9% | 27.1K | - [Buy now pay later services](/demand/au/categories/au-buy-now-pay-later-services) ## Top buy now pay later services in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Klarna was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Klarna is the fourth most recommended of the five. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | PayPal | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Zip | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Afterpay | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Klarna | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | humm | 5th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about buy now pay later services - Asked ChatGPT "Which buy now pay later service should I use in Australia?": 1. PayPal, 2. Afterpay, 3. Klarna, 4. Zip - Asked ChatGPT "What are the best buy now pay later services in Australia?": 1. PayPal, 2. Afterpay, 3. Zip, 4. Klarna - Asked ChatGPT "What's the best buy now pay later option in Australia for a large purchase?": 1. Zip, 2. humm, 3. PayPal - Searched Google, AI Overview "buy now pay later": 1. Afterpay, 2. PayPal, 3. Zip - Searched Google, AI Overview "afterpay alternatives": 1. Zip, 2. Klarna, 3. PayPal, 4. Afterpay Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for Klarna changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Klarna in Australia fell from 33.1K to 27.1K. - Across the 12 months ending September 2026, Klarna’s share of searches among buy now pay later services in Australia peaked at 8.9% in February 2026 and was lowest at 7.4% in March 2026. ## How did search popularity change for Australia buy now pay later services in September 2026? - Estimated monthly branded searches for humm in Australia fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026. - Estimated monthly branded searches for Afterpay in Australia fell 18.3% over 12 measured months, from 301K to 246K in September 2026. - Estimated monthly branded searches for PayPal in Australia fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026. - Estimated monthly branded searches for Zip in Australia fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026. - Estimated monthly branded searches for Klarna in Australia fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Buy now pay later services | 33.1K | 7.8% | 3 | | Nov 2025 | Buy now pay later services | 33.1K | 7.5% | 3 | | Dec 2025 | Buy now pay later services | 33.1K | 7.8% | 3 | | Jan 2026 | Buy now pay later services | 27.1K | 7.7% | 3 | | Feb 2026 | Buy now pay later services | 27.1K | 8.9% | 3 | | Mar 2026 | Buy now pay later services | 27.1K | 7.4% | 4 | | Apr 2026 | Buy now pay later services | 27.1K | 7.8% | 3 | | May 2026 | Buy now pay later services | 27.1K | 7.8% | 3 | | Jun 2026 | Buy now pay later services | 27.1K | 7.5% | 3 | | Jul 2026 | Buy now pay later services | 27.1K | 7.9% | 3 | | Aug 2026 | Buy now pay later services | 27.1K | 7.9% | 3 | | Sep 2026 | Buy now pay later services | 27.1K | 7.9% | 3 | ## How are Klarna’s branded searches counted? Brandwave collects information about searches that people make online using Klarna’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “klarna” ## Which buy now pay later services compete with Klarna? - [Afterpay](/demand/au/brands/afterpay): Head-to-head: /demand/au/compare/afterpay-vs-klarna - [Zip](/demand/au/brands/zip): Head-to-head: /demand/au/compare/klarna-vs-zip - [humm](/demand/au/brands/humm): Head-to-head: /demand/au/compare/humm-vs-klarna - [PayPal](/demand/au/brands/paypal): Head-to-head: /demand/au/compare/klarna-vs-paypal ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Klarna: search popularity in Australia". https://gobrandwave.com/demand/au/brands/klarna This page is also available as HTML at https://gobrandwave.com/demand/au/brands/klarna. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.