Brandwave

How popular isAfterpay in search?

In August 2026, there were an estimated 1M branded searches for Afterpay worldwide which is down 18% over the last 11 months. Afterpay holds 17.7% estimated Share of Search among buy now pay later services worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Klarna48.5%
  2. Affirm26.5%
  3. Afterpay17.7%
  4. Clearpay4.4%
  5. Sezzle2.9%
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Where does Afterpay compete?

Afterpay is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Buy now pay later services3rd of 517.7%Shown below
Buy now pay later3rd of 518.3%Show ranking

Which buy now pay later services compete with Afterpay?

Afterpay against buy now pay later services worldwide, by month

Share of Search by month for Klarna, Affirm, Afterpay, Clearpay, Sezzle. The figures are in the table below the chart.

View monthly share of search table
MonthKlarnaAffirmAfterpayClearpaySezzle
Oct 202551.7%23.1%18.8%3.8%2.5%
Nov 202551%22.8%18.6%4.6%3.1%
Dec 202555.9%20.5%16.7%4.1%2.7%
Jan 202653.2%23.8%15.9%3.9%3.2%
Feb 202650.5%27.6%15.2%3.7%3%
Mar 202648.9%26.8%17.8%3.6%2.9%
Apr 202650.1%27.4%15%4.5%3%
May 202648.5%26.5%17.7%4.4%2.9%
Jun 202650.1%27.4%15%4.5%3%
Jul 202648.5%26.5%17.7%4.4%2.9%
Aug 202648.5%26.5%17.7%4.4%2.9%
Sep 2026—————

  1. 1.Klarna

    48.5%

    Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Affirm

    26.5%

    Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Afterpay

    17.7%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Clearpay

    4.4%

    Held 4th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Sezzle

    2.9%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Afterpay and its closest rivals

How has branded search demand for Afterpay changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Afterpay worldwide fell from 1.2M to 1M.
  • Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later services worldwide decreased from 18.8% to 17.7%.
  • Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later services worldwide peaked at 18.8% in October 2025 and was lowest at 15% in April 2026.

How did search popularity change for buy now pay later services worldwide in August 2026?

  1. Estimated monthly branded searches for Klarna worldwide fell 18.2% over 11 measured months, from 3.4M to 2.7M in August 2026.

  2. Estimated monthly branded searches for Afterpay worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

How is Afterpay measured?

Brandwave collects information about searches that people make online using Afterpay’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.

1 branded search term

  • afterpay

How the Brand Demand Index is measured

Who owns Afterpay?

Afterpay is owned by Block. Brandwave also tracks Square, owned by the same company, worldwide.

Do you work for Afterpay? To request corrections or removal please contact us via our support page and we will be happy to assist.

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