How popular isKlarna in search?
In August 2026, there were an estimated 2.7M branded searches for Klarna worldwide which is down 18.2% over the last 11 months. Klarna holds 50% estimated Share of Search among buy now pay later worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which buy now pay later compete with Klarna?
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
| Month | Klarna | Affirm | Afterpay | Sezzle | Zip |
|---|---|---|---|---|---|
| Oct 2025 | 53% | 23.7% | 19.3% | 2.6% | 1.4% |
| Nov 2025 | 52.7% | 23.6% | 19.2% | 3.2% | 1.4% |
| Dec 2025 | 57.6% | 21.1% | 17.2% | 2.8% | 1.3% |
| Jan 2026 | 54.7% | 24.5% | 16.3% | 3.3% | 1.2% |
| Feb 2026 | 51.8% | 28.4% | 15.6% | 3.1% | 1.1% |
| Mar 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Apr 2026 | 51.7% | 28.3% | 15.5% | 3.1% | 1.4% |
| May 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Jun 2026 | 51.7% | 28.3% | 15.5% | 3.1% | 1.4% |
| Jul 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Aug 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50% | 2.7M | 0% | 0 points | |
| 2, held 2nd | 27.4% | 1.5M | 0% | 0 points | |
| 3, held 3rd | 18.3% | 1M | 0% | 0 points | |
| 4, held 4th | 3% | 165K | 0% | 0 points | |
| 5, held 5th | 1.4% | 74K | 0% | 0 points |
1.
Klarna50%
Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share 0 points.
2.
Affirm27.4%
Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.
3.
Afterpay18.3%
Held 3rd. 1M estimated branded searches, 0% vs prior month. Share 0 points.
4.
Sezzle3%
Held 4th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
5.
Zip1.4%
Held 5th. 74K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Klarna and its closest rivals
How has branded search demand for Klarna changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Klarna worldwide fell from 3.4M to 2.7M.
- Across the 11 months ending August 2026, Klarna’s estimated Share of Search among buy now pay later worldwide decreased from 53% to 50%.
- Across the 11 months ending August 2026, Klarna’s estimated Share of Search among buy now pay later worldwide peaked at 57.6% in December 2025 and was lowest at 50% in March 2026.
How did search popularity change for buy now pay later worldwide in August 2026?
3 changes
Estimated monthly branded searches for Zip worldwide fell 18.2% over 11 measured months, from 90.5K to 74K in August 2026.
Estimated monthly branded searches for Klarna worldwide fell 18.2% over 11 measured months, from 3.4M to 2.7M in August 2026.
Estimated monthly branded searches for Afterpay worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.
Where does Klarna compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Buy now pay later services | 1st of 5 | 48.5% | Show ranking |
| Buy now pay later | 1st of 5 | 50% | Shown above |
How is Klarna measured?
Brandwave collects information about searches that people make online using Klarna’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
- klarna
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Is Klarna your brand?
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