Brandwave

Buy now pay later services:Which brands are most popular in search?

In August 2026, Klarna was the most searched among buy now pay later services worldwide, with an estimated 2.7M branded searches and 48.5% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Klarna48.5%
  2. Affirm26.5%
  3. Afterpay17.7%
  4. Clearpay4.4%
  5. Sezzle2.9%

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Share of SearchLeaderboard

Compare the buy now pay later services businesses choose between. 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.

Share of Search among buy now pay later services worldwide, by month

Share of Search by month for Klarna, Affirm, Afterpay, Clearpay, Sezzle. The figures are in the table below the chart.

View monthly share of search table
MonthKlarnaAffirmAfterpayClearpaySezzle
Oct 202551.7%23.1%18.8%3.8%2.5%
Nov 202551%22.8%18.6%4.6%3.1%
Dec 202555.9%20.5%16.7%4.1%2.7%
Jan 202653.2%23.8%15.9%3.9%3.2%
Feb 202650.5%27.6%15.2%3.7%3%
Mar 202648.9%26.8%17.8%3.6%2.9%
Apr 202650.1%27.4%15%4.5%3%
May 202648.5%26.5%17.7%4.4%2.9%
Jun 202650.1%27.4%15%4.5%3%
Jul 202648.5%26.5%17.7%4.4%2.9%
Aug 202648.5%26.5%17.7%4.4%2.9%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Klarna

    48.5%

    Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Affirm

    26.5%

    Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Afterpay

    17.7%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Clearpay

    4.4%

    Held 4th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Sezzle

    2.9%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among buy now pay later services worldwide?

In August 2026, Klarna was the most searched among buy now pay later services worldwide, with an estimated 2.7M branded searches and 48.5% estimated Share of Search within this set. Affirm is in 2nd place, 21.9 percentage points behind at 26.5% Share of Search.

Global buy now pay later services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Klarna51.7% → 48.5%55.9%Dec 202548.5%May 20261st
Affirm23.1% → 26.5%27.6%Feb 202620.5%Dec 20252nd
Afterpay18.8% → 17.7%18.8%Oct 202515%Apr 20263rd
Clearpay3.8% → 4.4%4.6%Nov 20253.6%Mar 20264th
Sezzle2.5% → 2.9%3.2%Jan 20262.5%Oct 20255th

Each finding as a sentence

  • Across the 11 months ending August 2026, Klarna’s estimated Share of Search among buy now pay later services worldwide decreased from 51.7% to 48.5%.
  • Across the 11 months ending August 2026, Affirm’s estimated Share of Search among buy now pay later services worldwide increased from 23.1% to 26.5%.
  • Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later services worldwide decreased from 18.8% to 17.7%.
  • Across the 11 months ending August 2026, Clearpay’s estimated Share of Search among buy now pay later services worldwide increased from 3.8% to 4.4%.
  • Across the 11 months ending August 2026, Klarna’s estimated Share of Search among buy now pay later services worldwide peaked at 55.9% in December 2025 and was lowest at 48.5% in May 2026.
  • Across the 11 months ending August 2026, Affirm’s estimated Share of Search among buy now pay later services worldwide peaked at 27.6% in February 2026 and was lowest at 20.5% in December 2025.
  • Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later services worldwide peaked at 18.8% in October 2025 and was lowest at 15% in April 2026.
  • Across the 11 months ending August 2026, Sezzle held steady: its estimated Share of Search among buy now pay later services worldwide moved less than 0.5 percentage points.

How did search popularity change for buy now pay later services worldwide in August 2026?

  1. Estimated monthly branded searches for Klarna worldwide fell 18.2% over 11 measured months, from 3.4M to 2.7M in August 2026.

  2. Estimated monthly branded searches for Afterpay worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

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