Afterpay vs Klarna:Which is more popular by branded search?
In August 2026, Klarna had more branded searches than Afterpay among buy now pay later worldwide. Klarna was estimated to have 2.7M branded searches compared to Afterpay’s 1M, and held a 50% Share of Search versus Afterpay’s 18.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Afterpay or Klarna?
Compare the buy now pay later services shoppers use. 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 by month for Klarna, Afterpay. The figures are in the table below the chart.
View monthly share of search table
| Month | Klarna | Affirm | Afterpay | Sezzle | Zip |
|---|---|---|---|---|---|
| Oct 2025 | 53% | 23.7% | 19.3% | 2.6% | 1.4% |
| Nov 2025 | 52.7% | 23.6% | 19.2% | 3.2% | 1.4% |
| Dec 2025 | 57.6% | 21.1% | 17.2% | 2.8% | 1.3% |
| Jan 2026 | 54.7% | 24.5% | 16.3% | 3.3% | 1.2% |
| Feb 2026 | 51.8% | 28.4% | 15.6% | 3.1% | 1.1% |
| Mar 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Apr 2026 | 51.7% | 28.3% | 15.5% | 3.1% | 1.4% |
| May 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Jun 2026 | 51.7% | 28.3% | 15.5% | 3.1% | 1.4% |
| Jul 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Aug 2026 | 50% | 27.4% | 18.3% | 3% | 1.4% |
| Sep 2026 | — | — | — | — | — |
How has the Afterpay and Klarna comparison changed over the last 12 months?
3 findings
- Klarna was ahead of Afterpay in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Afterpay’s estimated Share of Search among buy now pay later worldwide moved from 19.3% to 18.3%, and its estimated monthly branded searches moved from 1.2M to 1M.
- Across the 11 months ending August 2026, Klarna’s estimated Share of Search among buy now pay later worldwide moved from 53% to 50%, and its estimated monthly branded searches moved from 3.4M to 2.7M.
How did search popularity change for buy now pay later worldwide in August 2026?
2 changes
How each brand is measured
Brandwave collects information about searches that people make online using Afterpay’s and Klarna’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.