How popular isXero in search?
In August 2026, there were an estimated 65.4K branded searches for Xero worldwide which held steady over the last 11 months. Xero holds 2.8% estimated Share of Search among small business accounting platforms worldwide and is ranked 5th of 6 competitors for search popularity. Worldwide · English terms: these are worldwide searches for English-language branded terms.
QuickBooks Online53.6%Zoho Books35.6%
FreshBooks3.2%
Wave2.9%
Xero2.8%
Sage Accounting1.8%
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Which small business accounting platforms compete with Xero?
Share of Search by month for QuickBooks Online, Zoho Books, FreshBooks, Wave, Xero. The figures are in the table below the chart.
View monthly share of search table
| Month | QuickBooks Online | Zoho Books | FreshBooks | Wave | Xero | Sage Accounting |
|---|---|---|---|---|---|---|
| Oct 2025 | 56.4% | 30.7% | 4.2% | 3.9% | 3% | 2% |
| Nov 2025 | 52.5% | 34.7% | 3.9% | 3.7% | 3% | 2.2% |
| Dec 2025 | 57.3% | 31.2% | 3.5% | 4% | 2.5% | 1.6% |
| Jan 2026 | 60.2% | 26.7% | 3.7% | 4.3% | 3.1% | 2.1% |
| Feb 2026 | 56.9% | 30.9% | 2.8% | 3.4% | 3.5% | 2.4% |
| Mar 2026 | 61.6% | 27.3% | 2.6% | 3.2% | 3.2% | 2.1% |
| Apr 2026 | 57.1% | 31% | 2.8% | 3.5% | 3.3% | 2.3% |
| May 2026 | 57.7% | 31.3% | 2.4% | 3% | 3.3% | 2.3% |
| Jun 2026 | 57.1% | 30.9% | 3.5% | 3.2% | 2.9% | 2.3% |
| Jul 2026 | 54.4% | 36.1% | 2.2% | 2.5% | 2.6% | 2.2% |
| Aug 2026 | 53.6% | 35.6% | 3.2% | 2.9% | 2.8% | 1.8% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.6% | 1.2M | 0% | -0.7 points | |
| 2, held 2nd | 35.6% | 827K | -0.1% | -0.5 points | |
| 3, moved from 5th to 3rd | 3.2% | 74.9K | +46.5% | +1 pointsmoved from 5th to 3rd | |
| 4, held 4th | 2.9% | 67.6K | +17.4% | +0.4 points | |
| 5, moved from 3rd to 5th | 2.8% | 65.4K | +9.6% | +0.2 pointsmoved from 3rd to 5th | |
| 6, held 6th | 1.8% | 43K | -14.7% | -0.3 points |
53.6%
held 1st · 1.2M estimated branded searches · 0% vs prior month · -0.7 points
35.6%
held 2nd · 827K estimated branded searches · -0.1% vs prior month · -0.5 points
3.2%
moved from 5th to 3rd · 74.9K estimated branded searches · +46.5% vs prior month · +1 points
4.
Wave2.9%
held 4th · 67.6K estimated branded searches · +17.4% vs prior month · +0.4 points
5.
Xero2.8%
moved from 3rd to 5th · 65.4K estimated branded searches · +9.6% vs prior month · +0.2 points
1.8%
held 6th · 43K estimated branded searches · -14.7% vs prior month · -0.3 points
Compare search popularity between Xero and its closest rivals
How has branded search demand for Xero changed worldwide over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Xero worldwide held steady, from 65.2K to 65.4K.
- Across the 11 months ending August 2026, Xero’s estimated Share of Search among small business accounting platforms worldwide peaked at 3.5% in February 2026 and was lowest at 2.5% in December 2025.
How did search popularity change for small business accounting platforms worldwide in August 2026?
4 changes
In August 2026, FreshBooks overtook Xero to rank 3rd among small business accounting platforms worldwide, at 3.2%.
In August 2026, QuickBooks Online lost estimated Share of Search among small business accounting platforms worldwide, from 54.4% to 53.6%.
In August 2026, Zoho Books lost estimated Share of Search among small business accounting platforms worldwide, from 36.1% to 35.6%.
Estimated monthly branded searches for Wave worldwide fell 21.5% over 11 measured months, from 86.1K to 67.6K in August 2026.
How is Xero measured?
Brandwave collects information about searches that people make online using Xero’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
6 branded search terms
- xero accounting
- xero accounting software
- xero invoicing
- xero payroll
- xero tax
- xero tax software
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Is Xero your brand?
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