---
title: "Accounting software: Which brands are most popular in search?"
description: "Compare the platforms small businesses keep their books in. Share of Search among Xero, QuickBooks, Zoho Books, FreshBooks and Sage Intacct, the accounting software Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/accounting-software"
publisher: "Brandwave"
---

# Accounting software: Which brands are most popular in search?

Compare the platforms small businesses keep their books in. Share of Search among Xero, QuickBooks, Zoho Books, FreshBooks and Sage Intacct, the accounting software Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Accounting software
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Xero, 43.7%

## Which brand is most popular in search among accounting software worldwide?

- In August 2026, Xero was the most searched among accounting software worldwide, with an estimated 1.9M branded searches and 43.7% estimated Share of Search within this set.
- QuickBooks is in 2nd place, 9.1 percentage points behind at 34.6% Share of Search.
- Across the 11 months ending August 2026, Xero’s estimated Share of Search among accounting software worldwide increased from 41.8% to 43.7%.
- Across the 11 months ending August 2026, QuickBooks’ estimated Share of Search among accounting software worldwide decreased from 40.4% to 34.6%.
- Across the 11 months ending August 2026, Zoho Books’ estimated Share of Search among accounting software worldwide increased from 14.9% to 19.1%.
- Across the 11 months ending August 2026, Xero’s estimated Share of Search among accounting software worldwide peaked at 48.7% in July 2026 and was lowest at 40.5% in December 2025.
- Across the 11 months ending August 2026, QuickBooks’ estimated Share of Search among accounting software worldwide peaked at 40.6% in April 2026 and was lowest at 31.8% in July 2026.
- Across the 11 months ending August 2026, Zoho Books’ estimated Share of Search among accounting software worldwide peaked at 19.1% in August 2026 and was lowest at 14.9% in January 2026.
- Across the 11 months ending August 2026, FreshBooks and Sage Intacct held steady: their estimated Share of Search among accounting software worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Xero vs QuickBooks: compare search popularity](/demand/global-en/compare/quickbooks-vs-xero): 43.7% against 34.6% Share of Search.
- [Xero vs Zoho Books: compare search popularity](/demand/global-en/compare/xero-vs-zoho-books): 43.7% against 19.1% Share of Search.
- [QuickBooks vs Zoho Books: compare search popularity](/demand/global-en/compare/quickbooks-vs-zoho-books): 34.6% against 19.1% Share of Search.

## How did search popularity change for accounting software worldwide in August 2026?

- In August 2026, QuickBooks gained estimated Share of Search among accounting software worldwide, from 31.8% to 34.6%.
- In August 2026, Zoho Books gained estimated Share of Search among accounting software worldwide, from 17.5% to 19.1%.
- In August 2026, FreshBooks gained estimated Share of Search among accounting software worldwide, from 1.1% to 1.7%.
- In August 2026, Xero lost estimated Share of Search among accounting software worldwide, from 48.7% to 43.7%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Xero | 43.7% | 1.9M | -17.6% | Xero |
| 2 | QuickBooks | 34.6% | 1.5M | 0.0% | Intuit |
| 3 | Zoho Books | 19.1% | 827K | -0.1% | Zoho |
| 4 | FreshBooks | 1.7% | 74.9K | +46.5% | FreshBooks |
| 5 | Sage Intacct | 0.97% | 42.1K | -0.3% | Sage Accounting |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Xero | 1.9M | 41.8% | 1 |
| Oct 2025 | QuickBooks | 1.8M | 40.4% | 2 |
| Oct 2025 | Zoho Books | 675K | 14.9% | 3 |
| Oct 2025 | FreshBooks | 91.5K | 2% | 4 |
| Oct 2025 | Sage Intacct | 41.5K | 0.91% | 5 |
| Nov 2025 | Xero | 1.9M | 45.3% | 1 |
| Nov 2025 | QuickBooks | 1.5M | 35.9% | 2 |
| Nov 2025 | Zoho Books | 675K | 16.2% | 3 |
| Nov 2025 | FreshBooks | 75.3K | 1.8% | 4 |
| Nov 2025 | Sage Intacct | 33.9K | 0.81% | 5 |
| Dec 2025 | Xero | 1.6M | 40.5% | 1 |
| Dec 2025 | QuickBooks | 1.5M | 39.1% | 2 |
| Dec 2025 | Zoho Books | 675K | 17.6% | 3 |
| Dec 2025 | FreshBooks | 75.6K | 2% | 4 |
| Dec 2025 | Sage Intacct | 33.8K | 0.88% | 5 |
| Jan 2026 | Xero | 1.9M | 42% | 1 |
| Jan 2026 | QuickBooks | 1.8M | 40.2% | 2 |
| Jan 2026 | Zoho Books | 676K | 14.9% | 3 |
| Jan 2026 | FreshBooks | 92.9K | 2% | 4 |
| Jan 2026 | Sage Intacct | 41.4K | 0.91% | 5 |
| Feb 2026 | Xero | 1.9M | 42.2% | 1 |
| Feb 2026 | QuickBooks | 1.8M | 40.5% | 2 |
| Feb 2026 | Zoho Books | 676K | 15% | 3 |
| Feb 2026 | FreshBooks | 62.1K | 1.4% | 4 |
| Feb 2026 | Sage Intacct | 41.6K | 0.92% | 5 |
| Mar 2026 | Xero | 1.9M | 42.2% | 1 |
| Mar 2026 | QuickBooks | 1.8M | 40.5% | 2 |
| Mar 2026 | Zoho Books | 676K | 15% | 3 |
| Mar 2026 | FreshBooks | 64.9K | 1.4% | 4 |
| Mar 2026 | Sage Intacct | 41.4K | 0.91% | 5 |
| Apr 2026 | Xero | 1.9M | 42.2% | 1 |
| Apr 2026 | QuickBooks | 1.8M | 40.6% | 2 |
| Apr 2026 | Zoho Books | 676K | 15% | 3 |
| Apr 2026 | FreshBooks | 62.1K | 1.4% | 4 |
| Apr 2026 | Sage Intacct | 41.3K | 0.92% | 5 |
| May 2026 | Xero | 1.9M | 45.6% | 1 |
| May 2026 | QuickBooks | 1.5M | 36% | 2 |
| May 2026 | Zoho Books | 677K | 16.2% | 3 |
| May 2026 | FreshBooks | 51.4K | 1.2% | 4 |
| May 2026 | Sage Intacct | 41.4K | 0.99% | 5 |
| Jun 2026 | Xero | 1.9M | 45.2% | 1 |
| Jun 2026 | QuickBooks | 1.5M | 35.8% | 2 |
| Jun 2026 | Zoho Books | 676K | 16.1% | 3 |
| Jun 2026 | FreshBooks | 76.4K | 1.8% | 4 |
| Jun 2026 | Sage Intacct | 42.3K | 1% | 5 |
| Jul 2026 | Xero | 2.3M | 48.7% | 1 |
| Jul 2026 | QuickBooks | 1.5M | 31.8% | 2 |
| Jul 2026 | Zoho Books | 827K | 17.5% | 3 |
| Jul 2026 | FreshBooks | 51.1K | 1.1% | 4 |
| Jul 2026 | Sage Intacct | 42.3K | 0.9% | 5 |
| Aug 2026 | Xero | 1.9M | 43.7% | 1 |
| Aug 2026 | QuickBooks | 1.5M | 34.6% | 2 |
| Aug 2026 | Zoho Books | 827K | 19.1% | 3 |
| Aug 2026 | FreshBooks | 74.9K | 1.7% | 4 |
| Aug 2026 | Sage Intacct | 42.1K | 0.97% | 5 |
| Sep 2026 | FreshBooks | — | — | — |
| Sep 2026 | QuickBooks | — | — | — |
| Sep 2026 | Sage Intacct | — | — | — |
| Sep 2026 | Xero | — | — | — |
| Sep 2026 | Zoho Books | — | — | — |

## What is being compared

- **FreshBooks**: Measured on the search terms “freshbooks” and “freshbooks accounting software”, summed into one figure.
- **QuickBooks**: Measured on the search term “quickbooks”.
- **Sage Intacct**: Measured on the search terms “erp sage intacct”, “sage intacct”, “sage intacct app”, “sage intacct erp”, “sage intacct software” and “sageintacct”, summed into one figure.
- **Xero**: Measured on the search terms “xero”, “xero accounting”, “xero accounting software”, “xero invoicing”, “xero payroll”, “xero tax” and “xero tax software”, summed into one figure.
- **Zoho Books**: Measured on the search terms “zoho books” and “zoho books accounting”, summed into one figure.

- [FreshBooks](/demand/global-en/brands/freshbooks)
- [QuickBooks](/demand/global-en/brands/quickbooks)
- [Sage Intacct](/demand/global-en/brands/sage-intacct)
- [Xero](/demand/global-en/brands/xero)
- [Zoho Books](/demand/global-en/brands/zoho-books)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among accounting software worldwide?

In August 2026, Xero was the most searched among accounting software worldwide, with an estimated 1.9M branded searches and 43.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Accounting software: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/accounting-software

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/accounting-software. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.