---
title: "Small business accounting software in Australia: Which are searched most?"
description: "Compare the accounting software Australian small businesses use for invoicing, bookkeeping, payroll and BAS. Share of Search among Xero, MYOB, QuickBooks Online, Reckon, Saasu and Rounded, the small business accounting software 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-small-business-accounting-software"
publisher: "Brandwave"
---

# Small business accounting software in Australia: Which are searched most?

Compare the accounting software Australian small businesses use for invoicing, bookkeeping, payroll and BAS. Share of Search among Xero, MYOB, QuickBooks Online, Reckon, Saasu and Rounded, the small business accounting software 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**: Small business accounting software
- **Market**: Australia
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Xero, 80.9%

## Which brand is most popular in search among small business accounting software in Australia?

- In September 2026, Xero was the most searched among small business accounting software in Australia, with an estimated 673K branded searches, 80.9% of all searches for the six we track.
- MYOB is in 2nd place, 67.6 percentage points behind at 13.2%.
- Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in Australia increased from 80.1% to 80.9%.
- Across the 12 months ending September 2026, QuickBooks Online’s share of searches among small business accounting software in Australia decreased from 4.8% to 4%.
- Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in Australia peaked at 82.3% in December 2025 and was lowest at 78.1% in August 2026.
- Across the 12 months ending September 2026, MYOB’s share of searches among small business accounting software in Australia peaked at 15.7% in August 2026 and was lowest at 11.1% in December 2025.
- Across the 12 months ending September 2026, MYOB, Reckon, Saasu and Rounded held steady: their share of searches among small business accounting software in Australia each moved less than 0.5 percentage points.

## Top small business accounting software in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Xero, MYOB and QuickBooks Online appeared every time. Xero was recommended most often, coming first in every answer. MYOB was second, and QuickBooks Online was third. Saasu, which ranked fifth in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Xero | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| MYOB | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| QuickBooks Online | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Rounded | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Reckon | 5th | 1 of 3 | 2 of 2 | 3 of 5 |
| Saasu | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about small business accounting software

- Asked ChatGPT "Which accounting software should my small business use in Australia?": 1. Xero, 2. MYOB, 3. QuickBooks Online, 4. Rounded
- Asked ChatGPT "What are the best accounting software platforms for small businesses in Australia?": 1. Xero, 2. MYOB, 3. QuickBooks Online, 4. Reckon
- Asked ChatGPT "What's the best accounting software in Australia for a sole trader doing BAS?": 1. Xero, 2. MYOB, 3. Rounded, 4. QuickBooks Online
- Searched Google, AI Overview "accounting software": 1. Xero, 2. QuickBooks Online, 3. MYOB, 4. Reckon
- Searched Google, AI Overview "best accounting software for small business": 1. Xero, 2. QuickBooks Online, 3. MYOB, 4. Reckon, 5. Rounded

Not named in any answer: Saasu.

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

- [Xero vs MYOB: compare search popularity](/demand/au/compare/myob-vs-xero): 80.9% against 13.2% Share of Search.
- [Xero vs QuickBooks Online: compare search popularity](/demand/au/compare/quickbooks-online-vs-xero): 80.9% against 4% Share of Search.
- [MYOB vs QuickBooks Online: compare search popularity](/demand/au/compare/myob-vs-quickbooks-online): 13.2% against 4% Share of Search.

## How did search popularity change for Australia small business accounting software in September 2026?

- In September 2026, Xero gained share of searches among small business accounting software in Australia, from 78.1% to 80.9%.
- In September 2026, MYOB lost share of searches among small business accounting software in Australia, from 15.7% to 13.2%.
- In September 2026, QuickBooks Online lost share of searches among small business accounting software in Australia, from 4.7% to 4%.
- Estimated monthly branded searches for Rounded in Australia fell 16.1% over 12 measured months, from 560 to 470 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Xero | 80.9% | 673K | 0.0% | Xero |
| 2 | MYOB | 13.2% | 110K | -18.5% | MYOB |
| 3 | QuickBooks Online | 4% | 33.1K | -18.3% | Intuit |
| 4 | Reckon | 1.8% | 14.8K | +22.3% | Reckon |
| 5 | Saasu | 0.11% | 880 | +22.2% | Saasu |
| 6 | Rounded | 0.06% | 470 | -19.0% | Rounded |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Xero | 673K | 80.1% | 1 |
| Oct 2025 | MYOB | 110K | 13.1% | 2 |
| Oct 2025 | QuickBooks Online | 40.5K | 4.8% | 3 |
| Oct 2025 | Reckon | 14.8K | 1.8% | 4 |
| Oct 2025 | Saasu | 880 | 0.1% | 5 |
| Oct 2025 | Rounded | 560 | 0.07% | 6 |
| Nov 2025 | Xero | 673K | 80.2% | 1 |
| Nov 2025 | MYOB | 110K | 13.1% | 2 |
| Nov 2025 | QuickBooks Online | 40.5K | 4.8% | 3 |
| Nov 2025 | Reckon | 14.8K | 1.8% | 4 |
| Nov 2025 | Saasu | 880 | 0.1% | 5 |
| Nov 2025 | Rounded | 490 | 0.06% | 6 |
| Dec 2025 | Xero | 550K | 82.3% | 1 |
| Dec 2025 | MYOB | 74K | 11.1% | 2 |
| Dec 2025 | QuickBooks Online | 33.1K | 5% | 3 |
| Dec 2025 | Reckon | 9.9K | 1.5% | 4 |
| Dec 2025 | Saasu | 590 | 0.09% | 5 |
| Dec 2025 | Rounded | 420 | 0.06% | 6 |
| Jan 2026 | Xero | 550K | 80.1% | 1 |
| Jan 2026 | MYOB | 90.5K | 13.2% | 2 |
| Jan 2026 | QuickBooks Online | 33.1K | 4.8% | 3 |
| Jan 2026 | Reckon | 12.1K | 1.8% | 4 |
| Jan 2026 | Saasu | 720 | 0.1% | 5 |
| Jan 2026 | Rounded | 420 | 0.06% | 6 |
| Feb 2026 | Xero | 673K | 80.4% | 1 |
| Feb 2026 | MYOB | 110K | 13.1% | 2 |
| Feb 2026 | QuickBooks Online | 40.5K | 4.8% | 3 |
| Feb 2026 | Reckon | 12.1K | 1.4% | 4 |
| Feb 2026 | Saasu | 720 | 0.09% | 5 |
| Feb 2026 | Rounded | 420 | 0.05% | 6 |
| Mar 2026 | Xero | 673K | 80.4% | 1 |
| Mar 2026 | MYOB | 110K | 13.1% | 2 |
| Mar 2026 | QuickBooks Online | 40.5K | 4.8% | 3 |
| Mar 2026 | Reckon | 12.1K | 1.4% | 4 |
| Mar 2026 | Saasu | 880 | 0.11% | 5 |
| Mar 2026 | Rounded | 520 | 0.06% | 6 |
| Apr 2026 | Xero | 673K | 80.4% | 1 |
| Apr 2026 | MYOB | 110K | 13.1% | 2 |
| Apr 2026 | QuickBooks Online | 40.5K | 4.8% | 3 |
| Apr 2026 | Reckon | 12.1K | 1.4% | 4 |
| Apr 2026 | Saasu | 720 | 0.09% | 5 |
| Apr 2026 | Rounded | 470 | 0.06% | 6 |
| May 2026 | Xero | 673K | 80.1% | 1 |
| May 2026 | MYOB | 110K | 13.1% | 2 |
| May 2026 | QuickBooks Online | 40.5K | 4.8% | 3 |
| May 2026 | Reckon | 14.8K | 1.8% | 4 |
| May 2026 | Saasu | 880 | 0.1% | 5 |
| May 2026 | Rounded | 530 | 0.06% | 6 |
| Jun 2026 | Xero | 673K | 80.1% | 1 |
| Jun 2026 | MYOB | 110K | 13.1% | 2 |
| Jun 2026 | QuickBooks Online | 40.5K | 4.8% | 3 |
| Jun 2026 | Reckon | 14.8K | 1.8% | 4 |
| Jun 2026 | Saasu | 1K | 0.12% | 5 |
| Jun 2026 | Rounded | 600 | 0.07% | 6 |
| Jul 2026 | Xero | 673K | 80.1% | 1 |
| Jul 2026 | MYOB | 110K | 13.1% | 2 |
| Jul 2026 | QuickBooks Online | 40.5K | 4.8% | 3 |
| Jul 2026 | Reckon | 14.8K | 1.8% | 4 |
| Jul 2026 | Saasu | 880 | 0.1% | 5 |
| Jul 2026 | Rounded | 600 | 0.07% | 6 |
| Aug 2026 | Xero | 673K | 78.1% | 1 |
| Aug 2026 | MYOB | 135K | 15.7% | 2 |
| Aug 2026 | QuickBooks Online | 40.5K | 4.7% | 3 |
| Aug 2026 | Reckon | 12.1K | 1.4% | 4 |
| Aug 2026 | Saasu | 720 | 0.08% | 5 |
| Aug 2026 | Rounded | 580 | 0.07% | 6 |
| Sep 2026 | Xero | 673K | 80.9% | 1 |
| Sep 2026 | MYOB | 110K | 13.2% | 2 |
| Sep 2026 | QuickBooks Online | 33.1K | 4% | 3 |
| Sep 2026 | Reckon | 14.8K | 1.8% | 4 |
| Sep 2026 | Saasu | 880 | 0.11% | 5 |
| Sep 2026 | Rounded | 470 | 0.06% | 6 |

## What is being compared

- **MYOB**: Measured on the search term “myob”.
- **QuickBooks Online**: Measured on the search term “quickbooks”.
- **Reckon**: Measured on the search term “reckon”.
- **Rounded**: Measured on the search terms “rounded accounting” and “rounded app”, summed into one figure.
- **Saasu**: Measured on the search term “saasu”.
- **Xero**: Measured on the search term “xero”.

- [MYOB](/demand/au/brands/myob)
- [QuickBooks Online](/demand/au/brands/quickbooks-online)
- [Reckon](/demand/au/brands/reckon)
- [Rounded](/demand/au/brands/rounded)
- [Saasu](/demand/au/brands/saasu)
- [Xero](/demand/au/brands/xero)

## 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 small business accounting software in Australia?

In September 2026, Xero was the most searched among small business accounting software in Australia, with an estimated 673K branded searches, 80.9% of all searches for the six we track.

## Cite this page

Brandwave. "Small business accounting software in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-small-business-accounting-software

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-small-business-accounting-software. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.