Brandwave

How popular isFigma?

In September 2026, people searched for Figma by name about 5 million times worldwide, an 18.3% decrease from the previous year. These searches made up 2.5% of all global online design tool searches, placing Figma second out of 11 tools. When we asked both ChatGPT and Google AI Overviews about online design tools, Figma appeared in all answers and was the third most recommended of the 11.

Search and AI answers in September 2026

Figma is the second most searched of 11 competitors and the third most recommended in AI answers.

  1. CanvaShare of searches 93%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. FigmaShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. PhotopeaShare of searches 1.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Adobe ExpressShare of searches 0.94%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. PicsartShare of searches 0.86%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top online design tools in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Figma appeared in all five answers. Figma is the third most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Canva1st
  2. Adobe Express2nd
  3. Figma3rd
  4. Photopea4th
  5. Kittl5th
  6. Picsart–
  7. Pixlr–
  8. Fotor–
  9. Microsoft Designer–
  10. Visme–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Canva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Figma5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adobe Express5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Photopea2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kittl1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Picsart0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pixlr0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fotor0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Designer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Visme0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about online design tools

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which online design tools compete with Figma?

Figma against online design tools worldwide, by month

Share of searches by month for Canva, Figma. The figures are in the table below the chart.

View monthly share of searches table
MonthCanvaFigmaPhotopeaAdobe ExpressPicsartPixlrFotorKittlMicrosoft DesignerVismeVistaCreate
Oct 202592.8%2.5%1.7%0.81%0.85%0.66%0.26%0.17%0.14%0.07%0.06%
Nov 202591.8%3%1.7%0.96%1%0.82%0.26%0.17%0.14%0.09%0.06%
Dec 202591.2%3%2%0.96%1.3%0.78%0.36%0.17%0.14%0.07%0.07%
Jan 202692.6%2.5%1.7%0.96%1%0.65%0.2%0.17%0.12%0.05%0.05%
Feb 202692.8%2.5%1.7%0.96%0.99%0.57%0.18%0.14%0.12%0.05%0.05%
Mar 202692%3%1.7%0.96%1.2%0.63%0.21%0.14%0.12%0.07%0.05%
Apr 202691.7%3%1.7%0.97%1.6%0.53%0.19%0.14%0.12%0.04%0.05%
May 202691.9%3%1.7%0.93%1.5%0.54%0.14%0.11%0.11%0.04%0.04%
Jun 202691.4%3%2%0.92%1.7%0.55%0.16%0.14%0.11%0.04%0.04%
Jul 202690.1%3.5%2.5%0.9%1.8%0.68%0.18%0.16%0.14%0.04%0.05%
Aug 202692.1%2.4%2.1%0.93%1.3%0.53%0.25%0.14%0.12%0.03%0.04%
Sep 202693%2.5%1.7%0.94%0.86%0.52%0.19%0.09%0.09%0.04%0.03%

  1. 1.Canva

    93%

    Held 1st. 187M estimated branded searches, +21.5% vs prior month. Share +0.9 points.

  2. 2.Figma

    2.5%

    Held 2nd. 5M estimated branded searches, +22.2% vs prior month. Share 0 points.

  3. 3.Photopea

    1.7%

    Held 3rd. 3.4M estimated branded searches, -1.5% vs prior month. Share -0.4 points.

  4. 4.Adobe Express

    0.94%

    Moved from 5th to 4th. 1.9M estimated branded searches, +21% vs prior month. Share 0 points.

  5. 5.Picsart

    0.86%

    Moved from 4th to 5th. 1.7M estimated branded searches, -21.7% vs prior month. Share -0.5 points.

  6. 6.Pixlr

    0.52%

    Held 6th. 1M estimated branded searches, +17.4% vs prior month. Share 0 points.

  7. 7.Fotor

    0.19%

    Held 7th. 383K estimated branded searches, -9.3% vs prior month. Share -0.1 points.

  8. 8.Kittl

    0.09%

    Held 8th. 190K estimated branded searches, -17.4% vs prior month. Share 0 points.

  9. 9.Microsoft Designer

    0.09%

    Held 9th. 187K estimated branded searches, -3.6% vs prior month. Share 0 points.

  10. 10.Visme

    0.04%

    Moved from 11th to 10th. 83K estimated branded searches, +43.2% vs prior month. Share 0 points.

  11. 11.VistaCreate

    0.03%

    Moved from 10th to 11th. 63.6K estimated branded searches, -10.6% vs prior month. Share 0 points.

Compare popularity between Figma and its closest rivals

Every comparison with Figma

32 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Figma worldwide fell from 6.1M to 5M.
  • Across the 12 months ending September 2026, Figma’s share of searches among online design tools worldwide peaked at 3.5% in July 2026 and was lowest at 2.4% in August 2026.

How did search popularity change for online design tools worldwide in September 2026?

6 changes

  1. In September 2026, Canva gained share of searches among online design tools worldwide, from 92.1% to 93%.

  2. In September 2026, Adobe Express rose from 5th to 4th among online design tools worldwide.

  3. In September 2026, Visme rose from 11th to 10th among online design tools worldwide.

  4. In September 2026, Picsart fell from 4th to 5th among online design tools worldwide.

  5. In September 2026, VistaCreate fell from 10th to 11th among online design tools worldwide.

  6. Estimated monthly branded searches for Kittl worldwide fell 53.8% over 12 measured months, from 411K to 190K in September 2026.

How are Figma’s branded searches counted?

1 search term

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

  • figma

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How the Brand Demand Index is measured

Where does Figma compete?

Figma is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Graphic design software2nd of 322.4%Show ranking
Online design tools2nd of 112.5%Shown above
Website template marketplaces1st of 757.9%Show ranking
Vector graphics software1st of 1169.4%Show ranking
UI design tools1st of 695.3%Show ranking
Prototyping tools1st of 1095.6%Show ranking
Wireframing tools1st of 696.8%Show ranking
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