Brandwave

How popular isXero in search?

In August 2026, there were an estimated 1.9M branded searches for Xero worldwide which held steady over the last 11 months. Xero holds 45.6% estimated Share of Search among small business accounting platforms worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Xero45.6%
  2. QuickBooks Online30%
  3. Zoho Books19.9%
  4. FreshBooks1.8%
  5. Wave1.6%
  6. Sage Accounting1%
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Which small business accounting platforms compete with Xero?

Xero against small business accounting platforms worldwide, by month

Share of Search by month for Xero, QuickBooks Online, Zoho Books. The figures are in the table below the chart.

View monthly share of search table
MonthXeroQuickBooks OnlineZoho BooksFreshBooksWaveSage Accounting
Oct 202547%30.8%16.7%2.3%2.1%1.1%
Nov 202550%27.1%17.9%2%1.9%1.1%
Dec 202542.3%33.9%18.4%2.1%2.3%0.96%
Jan 202643.7%35%15.5%2.1%2.5%1.2%
Feb 202647.4%31%16.8%1.5%1.9%1.3%
Mar 202644.3%35.4%15.7%1.5%1.8%1.2%
Apr 202647.4%31.1%16.8%1.5%1.9%1.3%
May 202647.6%31.2%17%1.3%1.6%1.3%
Jun 202647.2%31.1%16.8%1.9%1.8%1.3%
Jul 202650.7%27.5%18.3%1.1%1.3%1.1%
Aug 202645.6%30%19.9%1.8%1.6%1%
Sep 2026——————

  1. 1.Xero

    45.6%

    Held 1st. 1.9M estimated branded searches, -17.6% vs prior month. Share -5.1 points.

  2. 2.QuickBooks Online

    30%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share +2.5 points.

  3. 3.Zoho Books

    19.9%

    Held 3rd. 827K estimated branded searches, -0.1% vs prior month. Share +1.6 points.

  4. 4.FreshBooks

    1.8%

    Moved from 5th to 4th. 74.9K estimated branded searches, +46.5% vs prior month. Share +0.7 points.

  5. 5.Wave

    1.6%

    Moved from 4th to 5th. 67.6K estimated branded searches, +17.4% vs prior month. Share +0.4 points.

  6. 6.Sage Accounting

    1%

    Held 6th. 43K estimated branded searches, -14.7% vs prior month. Share -0.1 points.

Compare search popularity between Xero and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Xero worldwide held steady at 1.9M.
  • Across the 11 months ending August 2026, Xero’s estimated Share of Search among small business accounting platforms worldwide decreased from 47% to 45.6%.
  • Across the 11 months ending August 2026, Xero’s estimated Share of Search among small business accounting platforms worldwide peaked at 50.7% in July 2026 and was lowest at 42.3% in December 2025.

How did search popularity change for small business accounting platforms worldwide in August 2026?

  1. In August 2026, FreshBooks overtook Wave to rank 4th among small business accounting platforms worldwide, at 1.8%.

  2. In August 2026, QuickBooks Online gained estimated Share of Search among small business accounting platforms worldwide, from 27.5% to 30%.

  3. In August 2026, Zoho Books gained estimated Share of Search among small business accounting platforms worldwide, from 18.3% to 19.9%.

  4. In August 2026, Xero lost estimated Share of Search among small business accounting platforms worldwide, from 50.7% to 45.6%.

  5. Estimated monthly branded searches for Wave worldwide fell 21.5% over 11 measured months, from 86.1K to 67.6K in August 2026.

Where does Xero compete?

Xero is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Accounting software1st of 543.7%Show ranking
Bookkeeping software1st of 444.1%Show ranking
Small business accounting platforms1st of 645.6%Shown above

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.

7 branded search terms

  • xero
  • xero accounting
  • xero accounting software
  • xero invoicing
  • xero payroll
  • xero tax
  • xero tax software

Do you work for Xero? 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

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