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 57.9% of all global website template marketplace searches, placing Figma first out of seven marketplaces. When we asked both ChatGPT and Google AI Overviews about website template marketplaces, Figma appeared in two of the five answers and was the seventh most recommended of the seven.

Search and AI answers in September 2026

Figma is the most searched of 7 competitors and the seventh most recommended in AI answers.

  1. FigmaShare of searches 57.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  2. EnvatoShare of searches 21.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. SquarespaceShare of searches 17.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. ThemeForestShare of searches 1.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. Creative MarketShare of searches 1.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

+2 more

Figma website (opens in a new tab)

Follow Figma and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top website template marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Figma was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Figma is the seventh most recommended of the seven.

Most recommended by AI

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

  1. ThemeForest1st
  2. Framer Marketplace2nd
  3. Squarespace3rd
  4. Creative Market4th
  5. TemplateMonster5th
  6. Envato6th
  7. Figma7th

Mentioned by AI

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

  • ThemeForest4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Framer Marketplace3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TemplateMonster3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Figma2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Envato2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Squarespace2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Creative Market2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about website template marketplaces

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which website template marketplaces compete with Figma?

Figma against website template marketplaces worldwide, by month

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

View monthly share of searches table
MonthFigmaEnvatoSquarespaceThemeForestCreative MarketFramer MarketplaceTemplateMonster
Oct 202559.1%21.6%14.5%2.9%1.6%0.21%0.14%
Nov 202560.9%22.3%12.1%3%1.3%0.18%0.15%
Dec 202556.4%25.3%13.8%2.8%1.5%0.2%0.14%
Jan 202654.6%24.5%16.4%2.7%1.5%0.24%0.13%
Feb 202654.6%24.5%16.4%2.7%1.5%0.24%0.13%
Mar 202657.7%21.1%17.3%2.3%1.3%0.21%0.11%
Apr 202662%18.5%15.2%2.5%1.4%0.23%0.12%
May 202662.3%18.6%15.3%2%1.4%0.23%0.1%
Jun 202657.6%21.1%17.3%2.3%1.3%0.31%0.09%
Jul 202657.6%21.1%17.3%2.3%1.3%0.31%0.09%
Aug 202654.9%24.6%16.4%2.2%1.5%0.3%0.09%
Sep 202657.9%21.2%17.4%1.9%1.3%0.26%0.08%

  1. 1.Figma

    57.9%

    Held 1st. 5M estimated branded searches, +22.2% vs prior month. Share +3 points.

  2. 2.Envato

    21.2%

    Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share -3.4 points.

  3. 3.Squarespace

    17.4%

    Held 3rd. 1.5M estimated branded searches, +23% vs prior month. Share +1 points.

  4. 4.ThemeForest

    1.9%

    Held 4th. 165K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Creative Market

    1.3%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Framer Marketplace

    0.26%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.TemplateMonster

    0.08%

    Held 7th. 6.6K estimated branded searches, 0% 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?

3 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 website template marketplaces worldwide decreased from 59.1% to 57.9%.
  • Across the 12 months ending September 2026, Figma’s share of searches among website template marketplaces worldwide peaked at 62.3% in May 2026 and was lowest at 54.6% in January 2026.

How did search popularity change for website template marketplaces worldwide in September 2026?

6 changes

  1. In September 2026, Figma gained share of searches among website template marketplaces worldwide, from 54.9% to 57.9%.

  2. In September 2026, Squarespace gained share of searches among website template marketplaces worldwide, from 16.4% to 17.4%.

  3. In September 2026, Envato lost share of searches among website template marketplaces worldwide, from 24.6% to 21.2%.

  4. Estimated monthly branded searches for TemplateMonster worldwide fell 55.4% over 12 measured months, from 14.8K to 6.6K in September 2026.

  5. Estimated monthly branded searches for ThemeForest worldwide fell 45.2% over 12 measured months, from 301K to 165K in September 2026.

  6. Estimated monthly branded searches for Creative Market worldwide fell 33.3% over 12 measured months, from 165K to 110K 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

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

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%Show ranking
Website template marketplaces1st of 757.9%Shown above
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
Creator with pink hair and a pink jacket

Is Figma your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free