---
title: "Buy now pay later services in Australia: Which are searched most?"
description: "Compare the services that split purchases into interest-free instalments. Share of Search among Afterpay, Zip, Klarna, humm and PayPal, the buy now pay later services Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-buy-now-pay-later-services"
publisher: "Brandwave"
---

# Buy now pay later services in Australia: Which are searched most?

Compare the services that split purchases into interest-free instalments. Share of Search among Afterpay, Zip, Klarna, humm and PayPal, the buy now pay later services Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Buy now pay later services
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Afterpay, 71.6%

## Which brand is most popular in search among buy now pay later services in Australia?

- In September 2026, Afterpay was the most searched among buy now pay later services in Australia, with an estimated 246K branded searches, 71.6% of all searches for the five we track.
- Zip is in 2nd place, 59.8 percentage points behind at 11.8%.
- Across the 12 months ending September 2026, Afterpay’s share of searches among buy now pay later services in Australia increased from 70.7% to 71.6%.
- Across the 12 months ending September 2026, humm’s share of searches among buy now pay later services in Australia decreased from 6.4% to 5.3%.
- Across the 12 months ending September 2026, Afterpay’s share of searches among buy now pay later services in Australia peaked at 71.6% in July 2026 and was lowest at 66.4% in February 2026.
- Across the 12 months ending September 2026, Zip’s share of searches among buy now pay later services in Australia peaked at 13.8% in June 2026 and was lowest at 11.6% in January 2026.
- 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.
- Across the 12 months ending September 2026, humm’s share of searches among buy now pay later services in Australia peaked at 7.4% in March 2026 and was lowest at 5.2% in December 2025.
- Across the 12 months ending September 2026, Zip, Klarna and PayPal held steady: their share of searches among buy now pay later services in Australia each moved less than 0.5 percentage points.

## Top buy now pay later services in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Zip and PayPal appeared every time. PayPal was recommended most often, coming first in two out of five answers. Zip was second, and Afterpay was third.

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.

## Compare search popularity between leading brands

- [Afterpay vs Zip: compare search popularity](/demand/au/compare/afterpay-vs-zip): 71.6% against 11.8% Share of Search.
- [Afterpay vs Klarna: compare search popularity](/demand/au/compare/afterpay-vs-klarna): 71.6% against 7.9% Share of Search.
- [Afterpay vs humm: compare search popularity](/demand/au/compare/afterpay-vs-humm): 71.6% against 5.3% Share of Search.
- [Afterpay vs PayPal: compare search popularity](/demand/au/compare/afterpay-vs-paypal): 71.6% against 3.5% Share of Search.
- [Zip vs Klarna: compare search popularity](/demand/au/compare/klarna-vs-zip): 11.8% against 7.9% Share of Search.
- [Zip vs humm: compare search popularity](/demand/au/compare/humm-vs-zip): 11.8% against 5.3% Share of Search.
- [Zip vs PayPal: compare search popularity](/demand/au/compare/paypal-vs-zip): 11.8% against 3.5% Share of Search.
- [Klarna vs humm: compare search popularity](/demand/au/compare/humm-vs-klarna): 7.9% against 5.3% Share of Search.
- [Klarna vs PayPal: compare search popularity](/demand/au/compare/klarna-vs-paypal): 7.9% against 3.5% Share of Search.
- [humm vs PayPal: compare search popularity](/demand/au/compare/humm-vs-paypal): 5.3% against 3.5% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Afterpay | 71.6% | 246K | 0.0% | Block |
| 2 | Zip | 11.8% | 40.5K | 0.0% | Zip |
| 3 | Klarna | 7.9% | 27.1K | 0.0% | Klarna |
| 4 | humm | 5.3% | 18.1K | 0.0% | humm group |
| 5 | PayPal | 3.5% | 12.1K | 0.0% | PayPal |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Afterpay | 301K | 70.7% | 1 |
| Oct 2025 | Zip | 49.5K | 11.6% | 2 |
| Oct 2025 | Klarna | 33.1K | 7.8% | 3 |
| Oct 2025 | humm | 27.1K | 6.4% | 4 |
| Oct 2025 | PayPal | 14.8K | 3.5% | 5 |
| Nov 2025 | Afterpay | 301K | 68.4% | 1 |
| Nov 2025 | Zip | 60.5K | 13.8% | 2 |
| Nov 2025 | Klarna | 33.1K | 7.5% | 3 |
| Nov 2025 | humm | 27.1K | 6.2% | 4 |
| Nov 2025 | PayPal | 18.1K | 4.1% | 5 |
| Dec 2025 | Afterpay | 301K | 71% | 1 |
| Dec 2025 | Zip | 49.5K | 11.7% | 2 |
| Dec 2025 | Klarna | 33.1K | 7.8% | 3 |
| Dec 2025 | humm | 22.2K | 5.2% | 4 |
| Dec 2025 | PayPal | 18.1K | 4.3% | 5 |
| Jan 2026 | Afterpay | 246K | 70.2% | 1 |
| Jan 2026 | Zip | 40.5K | 11.6% | 2 |
| Jan 2026 | Klarna | 27.1K | 7.7% | 3 |
| Jan 2026 | humm | 22.2K | 6.3% | 4 |
| Jan 2026 | PayPal | 14.8K | 4.2% | 5 |
| Feb 2026 | Afterpay | 201K | 66.4% | 1 |
| Feb 2026 | Zip | 40.5K | 13.4% | 2 |
| Feb 2026 | Klarna | 27.1K | 8.9% | 3 |
| Feb 2026 | humm | 22.2K | 7.3% | 4 |
| Feb 2026 | PayPal | 12.1K | 4% | 5 |
| Mar 2026 | Afterpay | 246K | 67.5% | 1 |
| Mar 2026 | Zip | 49.5K | 13.6% | 2 |
| Mar 2026 | humm | 27.1K | 7.4% | 3 |
| Mar 2026 | Klarna | 27.1K | 7.4% | 4 |
| Mar 2026 | PayPal | 14.8K | 4.1% | 5 |
| Apr 2026 | Afterpay | 246K | 70.7% | 1 |
| Apr 2026 | Zip | 40.5K | 11.6% | 2 |
| Apr 2026 | Klarna | 27.1K | 7.8% | 3 |
| Apr 2026 | humm | 22.2K | 6.4% | 4 |
| Apr 2026 | PayPal | 12.1K | 3.5% | 5 |
| May 2026 | Afterpay | 246K | 70.7% | 1 |
| May 2026 | Zip | 40.5K | 11.6% | 2 |
| May 2026 | Klarna | 27.1K | 7.8% | 3 |
| May 2026 | humm | 22.2K | 6.4% | 4 |
| May 2026 | PayPal | 12.1K | 3.5% | 5 |
| Jun 2026 | Afterpay | 246K | 68.4% | 1 |
| Jun 2026 | Zip | 49.5K | 13.8% | 2 |
| Jun 2026 | Klarna | 27.1K | 7.5% | 3 |
| Jun 2026 | humm | 22.2K | 6.2% | 4 |
| Jun 2026 | PayPal | 14.8K | 4.1% | 5 |
| Jul 2026 | Afterpay | 246K | 71.6% | 1 |
| Jul 2026 | Zip | 40.5K | 11.8% | 2 |
| Jul 2026 | Klarna | 27.1K | 7.9% | 3 |
| Jul 2026 | humm | 18.1K | 5.3% | 4 |
| Jul 2026 | PayPal | 12.1K | 3.5% | 5 |
| Aug 2026 | Afterpay | 246K | 71.6% | 1 |
| Aug 2026 | Zip | 40.5K | 11.8% | 2 |
| Aug 2026 | Klarna | 27.1K | 7.9% | 3 |
| Aug 2026 | humm | 18.1K | 5.3% | 4 |
| Aug 2026 | PayPal | 12.1K | 3.5% | 5 |
| Sep 2026 | Afterpay | 246K | 71.6% | 1 |
| Sep 2026 | Zip | 40.5K | 11.8% | 2 |
| Sep 2026 | Klarna | 27.1K | 7.9% | 3 |
| Sep 2026 | humm | 18.1K | 5.3% | 4 |
| Sep 2026 | PayPal | 12.1K | 3.5% | 5 |

## What is being compared

- **Afterpay**: Measured on the search term “afterpay”.
- **humm**: Measured on the search term “humm”.
- **Klarna**: Measured on the search term “klarna”.
- **PayPal**: Measured on the search term “paypal pay in 4”.
- **Zip**: Measured on the search term “zip pay”.

- [Afterpay](/demand/au/brands/afterpay)
- [humm](/demand/au/brands/humm)
- [Klarna](/demand/au/brands/klarna)
- [PayPal](/demand/au/brands/paypal)
- [Zip](/demand/au/brands/zip)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among buy now pay later services in Australia?

In September 2026, Afterpay was the most searched among buy now pay later services in Australia, with an estimated 246K branded searches, 71.6% of all searches for the five we track.

## Cite this page

Brandwave. "Buy now pay later services in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-buy-now-pay-later-services

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-buy-now-pay-later-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.