QuickBooks Online vs Xero:Which is more popular?
In September 2026, Xero had more branded searches than QuickBooks Online among small business accounting software in Australia. Xero had about 673,000 branded searches, while QuickBooks Online had 33,100. Xero made up 80.9% of all small business accounting software searches we track, and QuickBooks Online accounted for 4%. When we asked ChatGPT and Google AI Overviews about small business accounting software, both QuickBooks Online and Xero appeared in all five answers. Xero was mentioned before QuickBooks Online in every answer.
Who do people search for more?
Xero, about 20 searches for every 1 for QuickBooks Online
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Xero, named ahead of QuickBooks Online in every answer
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Top small business accounting software in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both QuickBooks Online and Xero showed up in all five answers. Xero was listed before QuickBooks Online in every answer.
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.
- Xero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
MYOB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
QuickBooks Online5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Reckon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Rounded3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Saasu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about small business accounting software
5 answers
Asked ChatGPT
“Which accounting software should my small business use in Australia?”
Asked ChatGPT
“What are the best accounting software platforms for small businesses in Australia?”
Asked ChatGPT
“What's the best accounting software in Australia for a sole trader doing BAS?”
Searched Google, AI Overview
“accounting software”
Searched Google, AI Overview
“best accounting software for small business”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is QuickBooks Online or Xero more popular in search?
This chart shows how often people search Google for QuickBooks Online and Xero by name. Each line represents a brand's share of searches for all six small business accounting software we track, month by month, from searches in Australia.
Share of searches by month for Xero, QuickBooks Online. The figures are in the table below the chart.
View monthly share of searches table
| Month | Xero | MYOB | QuickBooks Online | Reckon | Saasu | Rounded |
|---|---|---|---|---|---|---|
| Oct 2025 | 80.1% | 13.1% | 4.8% | 1.8% | 0.1% | 0.07% |
| Nov 2025 | 80.2% | 13.1% | 4.8% | 1.8% | 0.1% | 0.06% |
| Dec 2025 | 82.3% | 11.1% | 5% | 1.5% | 0.09% | 0.06% |
| Jan 2026 | 80.1% | 13.2% | 4.8% | 1.8% | 0.1% | 0.06% |
| Feb 2026 | 80.4% | 13.1% | 4.8% | 1.4% | 0.09% | 0.05% |
| Mar 2026 | 80.4% | 13.1% | 4.8% | 1.4% | 0.11% | 0.06% |
| Apr 2026 | 80.4% | 13.1% | 4.8% | 1.4% | 0.09% | 0.06% |
| May 2026 | 80.1% | 13.1% | 4.8% | 1.8% | 0.1% | 0.06% |
| Jun 2026 | 80.1% | 13.1% | 4.8% | 1.8% | 0.12% | 0.07% |
| Jul 2026 | 80.1% | 13.1% | 4.8% | 1.8% | 0.1% | 0.07% |
| Aug 2026 | 78.1% | 15.7% | 4.7% | 1.4% | 0.08% | 0.07% |
| Sep 2026 | 80.9% | 13.2% | 4% | 1.8% | 0.11% | 0.06% |
How has the QuickBooks Online and Xero comparison changed over the last 12 months?
3 findings
- Xero was ahead of QuickBooks Online in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, QuickBooks Online’s share of searches among small business accounting software in Australia moved from 4.8% to 4%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
- Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in Australia moved from 80.1% to 80.9%, and its estimated monthly branded searches held steady at 673K.
How did search popularity change for Australia small business accounting software in September 2026?
2 changes
In September 2026, Xero gained share of searches among small business accounting software in Australia, from 78.1% to 80.9%.
In September 2026, QuickBooks Online lost share of searches among small business accounting software in Australia, from 4.7% to 4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using QuickBooks Online’s and Xero’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.
QuickBooks Online
1 branded search term
- quickbooks
Xero
1 branded search term
- xero
Other head-to-heads among small business accounting software
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