--- title: "Buy now pay later: Which brands are most popular in search?" description: "Compare the buy now pay later services shoppers use. Share of Search among Klarna, Affirm, Afterpay, Sezzle and Zip, the buy now pay later 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/buy-now-pay-later" publisher: "Brandwave" --- # Buy now pay later: Which brands are most popular in search? Compare the buy now pay later services shoppers use. Share of Search among Klarna, Affirm, Afterpay, Sezzle and Zip, the buy now pay later 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**: Buy now pay later - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Klarna, 50% ## Which brand is most popular in search among buy now pay later worldwide? - In August 2026, Klarna was the most searched among buy now pay later worldwide, with an estimated 2.7M branded searches and 50% estimated Share of Search within this set. - Affirm is in 2nd place, 22.6 percentage points behind at 27.4% Share of Search. - 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, Affirm’s estimated Share of Search among buy now pay later worldwide increased from 23.7% to 27.4%. - Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later worldwide decreased from 19.3% to 18.3%. - 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. - Across the 11 months ending August 2026, Affirm’s estimated Share of Search among buy now pay later worldwide peaked at 28.4% in February 2026 and was lowest at 21.1% in December 2025. - Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later worldwide peaked at 19.3% in October 2025 and was lowest at 15.5% in April 2026. - Across the 11 months ending August 2026, Sezzle and Zip held steady: their estimated Share of Search among buy now pay later worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Klarna vs Affirm: compare search popularity](/demand/global-en/compare/affirm-vs-klarna): 50% against 27.4% Share of Search. - [Klarna vs Afterpay: compare search popularity](/demand/global-en/compare/afterpay-vs-klarna): 50% against 18.3% Share of Search. - [Klarna vs Sezzle: compare search popularity](/demand/global-en/compare/klarna-vs-sezzle): 50% against 3% Share of Search. - [Affirm vs Afterpay: compare search popularity](/demand/global-en/compare/affirm-vs-afterpay): 27.4% against 18.3% Share of Search. - [Affirm vs Sezzle: compare search popularity](/demand/global-en/compare/affirm-vs-sezzle): 27.4% against 3% Share of Search. - [Afterpay vs Sezzle: compare search popularity](/demand/global-en/compare/afterpay-vs-sezzle): 18.3% against 3% Share of Search. ## How did search popularity change for buy now pay later worldwide in August 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Klarna | 50% | 2.7M | 0.0% | Klarna | | 2 | Affirm | 27.4% | 1.5M | 0.0% | Affirm | | 3 | Afterpay | 18.3% | 1M | 0.0% | Block | | 4 | Sezzle | 3% | 165K | 0.0% | Sezzle | | 5 | Zip | 1.4% | 74K | 0.0% | Zip | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Klarna | 3.4M | 53% | 1 | | Oct 2025 | Affirm | 1.5M | 23.7% | 2 | | Oct 2025 | Afterpay | 1.2M | 19.3% | 3 | | Oct 2025 | Sezzle | 165K | 2.6% | 4 | | Oct 2025 | Zip | 90.5K | 1.4% | 5 | | Nov 2025 | Klarna | 3.4M | 52.7% | 1 | | Nov 2025 | Affirm | 1.5M | 23.6% | 2 | | Nov 2025 | Afterpay | 1.2M | 19.2% | 3 | | Nov 2025 | Sezzle | 201K | 3.2% | 4 | | Nov 2025 | Zip | 90.5K | 1.4% | 5 | | Dec 2025 | Klarna | 4.1M | 57.6% | 1 | | Dec 2025 | Affirm | 1.5M | 21.1% | 2 | | Dec 2025 | Afterpay | 1.2M | 17.2% | 3 | | Dec 2025 | Sezzle | 201K | 2.8% | 4 | | Dec 2025 | Zip | 90.5K | 1.3% | 5 | | Jan 2026 | Klarna | 3.4M | 54.7% | 1 | | Jan 2026 | Affirm | 1.5M | 24.5% | 2 | | Jan 2026 | Afterpay | 1M | 16.3% | 3 | | Jan 2026 | Sezzle | 201K | 3.3% | 4 | | Jan 2026 | Zip | 74K | 1.2% | 5 | | Feb 2026 | Klarna | 2.7M | 51.8% | 1 | | Feb 2026 | Affirm | 1.5M | 28.4% | 2 | | Feb 2026 | Afterpay | 823K | 15.6% | 3 | | Feb 2026 | Sezzle | 165K | 3.1% | 4 | | Feb 2026 | Zip | 60.5K | 1.1% | 5 | | Mar 2026 | Klarna | 2.7M | 50% | 1 | | Mar 2026 | Affirm | 1.5M | 27.4% | 2 | | Mar 2026 | Afterpay | 1M | 18.3% | 3 | | Mar 2026 | Sezzle | 165K | 3% | 4 | | Mar 2026 | Zip | 74K | 1.4% | 5 | | Apr 2026 | Klarna | 2.7M | 51.7% | 1 | | Apr 2026 | Affirm | 1.5M | 28.3% | 2 | | Apr 2026 | Afterpay | 823K | 15.5% | 3 | | Apr 2026 | Sezzle | 165K | 3.1% | 4 | | Apr 2026 | Zip | 74K | 1.4% | 5 | | May 2026 | Klarna | 2.7M | 50% | 1 | | May 2026 | Affirm | 1.5M | 27.4% | 2 | | May 2026 | Afterpay | 1M | 18.3% | 3 | | May 2026 | Sezzle | 165K | 3% | 4 | | May 2026 | Zip | 74K | 1.4% | 5 | | Jun 2026 | Klarna | 2.7M | 51.7% | 1 | | Jun 2026 | Affirm | 1.5M | 28.3% | 2 | | Jun 2026 | Afterpay | 823K | 15.5% | 3 | | Jun 2026 | Sezzle | 165K | 3.1% | 4 | | Jun 2026 | Zip | 74K | 1.4% | 5 | | Jul 2026 | Klarna | 2.7M | 50% | 1 | | Jul 2026 | Affirm | 1.5M | 27.4% | 2 | | Jul 2026 | Afterpay | 1M | 18.3% | 3 | | Jul 2026 | Sezzle | 165K | 3% | 4 | | Jul 2026 | Zip | 74K | 1.4% | 5 | | Aug 2026 | Klarna | 2.7M | 50% | 1 | | Aug 2026 | Affirm | 1.5M | 27.4% | 2 | | Aug 2026 | Afterpay | 1M | 18.3% | 3 | | Aug 2026 | Sezzle | 165K | 3% | 4 | | Aug 2026 | Zip | 74K | 1.4% | 5 | | Sep 2026 | Affirm | — | — | — | | Sep 2026 | Afterpay | — | — | — | | Sep 2026 | Klarna | — | — | — | | Sep 2026 | Sezzle | — | — | — | | Sep 2026 | Zip | — | — | — | ## What is being compared - **Affirm**: Measured on the search term “affirm”. - **Afterpay**: Measured on the search term “afterpay”. - **Klarna**: Measured on the search term “klarna”. - **Sezzle**: Measured on the search term “sezzle”. - **Zip**: Measured on the search term “zip pay”. - [Affirm](/demand/global-en/brands/affirm) - [Afterpay](/demand/global-en/brands/afterpay) - [Klarna](/demand/global-en/brands/klarna) - [Sezzle](/demand/global-en/brands/sezzle) - [Zip](/demand/global-en/brands/zip) ## 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 buy now pay later worldwide? In August 2026, Klarna was the most searched among buy now pay later worldwide, with an estimated 2.7M branded searches and 50% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Buy now pay later: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/buy-now-pay-later This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/buy-now-pay-later. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.