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 18.3% estimated Share of Search among buy now pay later 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. Klarna50%
  2. Affirm27.4%
  3. Afterpay18.3%
  4. Sezzle3%
  5. Zip1.4%
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Which buy now pay later compete with Afterpay?

Afterpay against buy now pay later worldwide, by month

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

View monthly share of search table
MonthKlarnaAffirmAfterpaySezzleZip
Oct 202553%23.7%19.3%2.6%1.4%
Nov 202552.7%23.6%19.2%3.2%1.4%
Dec 202557.6%21.1%17.2%2.8%1.3%
Jan 202654.7%24.5%16.3%3.3%1.2%
Feb 202651.8%28.4%15.6%3.1%1.1%
Mar 202650%27.4%18.3%3%1.4%
Apr 202651.7%28.3%15.5%3.1%1.4%
May 202650%27.4%18.3%3%1.4%
Jun 202651.7%28.3%15.5%3.1%1.4%
Jul 202650%27.4%18.3%3%1.4%
Aug 202650%27.4%18.3%3%1.4%
Sep 2026—————

  1. 1.Klarna

    50%

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

  2. 2.Affirm

    27.4%

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

  3. 3.Afterpay

    18.3%

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

  4. 4.Sezzle

    3%

    Held 4th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Zip

    1.4%

    Held 5th. 74K 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 worldwide decreased from 19.3% to 18.3%.
  • Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later worldwide peaked at 19.3% in October 2025 and was lowest at 15.5% in April 2026.

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

  1. Estimated monthly branded searches for Zip worldwide fell 18.2% over 11 measured months, from 90.5K to 74K in August 2026.

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

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

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%Show ranking
Buy now pay later3rd of 518.3%Shown above

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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