humm vs Klarna:Which is more popular?
In September 2026, Klarna had more branded searches than humm among buy now pay later services in Australia. Klarna had about 27,100 branded searches, while humm had 18,100. Klarna made up 7.9% of all buy now pay later service searches we track, and humm accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about buy now pay later services, Klarna appeared in three of the five answers and humm in one. Klarna was mentioned before humm in three out of four answers that named either.
Who do people search for more?
Klarna, about 50% more searches than humm
Who does AI mention more?
Klarna, mentioned in 3 of 5 answers, humm in 1
Who does AI recommend more?
Klarna, named ahead of humm in 3 of 4 answers
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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. humm was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Klarna was listed before humm in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Zip5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
PayPal5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Afterpay4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Klarna3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
humm1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about buy now pay later services
5 answers
Asked ChatGPT
“Which buy now pay later service should I use in Australia?”
Asked ChatGPT
“What are the best buy now pay later services in Australia?”
Asked ChatGPT
“What's the best buy now pay later option in Australia for a large purchase?”
Searched Google, AI Overview
“buy now pay later”
Searched Google, AI Overview
“afterpay alternatives”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is humm or Klarna more popular in search?
This chart shows how often people search Google for humm and Klarna by name. Each line represents a brand's share of searches for all five buy now pay later services we track, month by month, from searches in Australia.
Share of searches by month for Klarna, humm. The figures are in the table below the chart.
View monthly share of searches table
| Month | Afterpay | Zip | Klarna | humm | PayPal |
|---|---|---|---|---|---|
| Oct 2025 | 70.7% | 11.6% | 7.8% | 6.4% | 3.5% |
| Nov 2025 | 68.4% | 13.8% | 7.5% | 6.2% | 4.1% |
| Dec 2025 | 71% | 11.7% | 7.8% | 5.2% | 4.3% |
| Jan 2026 | 70.2% | 11.6% | 7.7% | 6.3% | 4.2% |
| Feb 2026 | 66.4% | 13.4% | 8.9% | 7.3% | 4% |
| Mar 2026 | 67.5% | 13.6% | 7.4% | 7.4% | 4.1% |
| Apr 2026 | 70.7% | 11.6% | 7.8% | 6.4% | 3.5% |
| May 2026 | 70.7% | 11.6% | 7.8% | 6.4% | 3.5% |
| Jun 2026 | 68.4% | 13.8% | 7.5% | 6.2% | 4.1% |
| Jul 2026 | 71.6% | 11.8% | 7.9% | 5.3% | 3.5% |
| Aug 2026 | 71.6% | 11.8% | 7.9% | 5.3% | 3.5% |
| Sep 2026 | 71.6% | 11.8% | 7.9% | 5.3% | 3.5% |
How has the humm and Klarna comparison changed over the last 12 months?
3 findings
- Klarna was ahead of humm in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, humm’s share of searches among buy now pay later services in Australia moved from 6.4% to 5.3%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
- Across the 12 months ending September 2026, Klarna’s share of searches among buy now pay later services in Australia moved from 7.8% to 7.9%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
How did search popularity change for Australia buy now pay later services in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using humm’s and Klarna’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among buy now pay later services
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