---
title: "Afterpay vs Klarna: Which is more popular by branded search?"
description: "Which is more popular in search, Afterpay or Klarna? Compare estimated monthly branded-search demand and Share of Search inside the Buy now pay later set worldwide. 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/compare/afterpay-vs-klarna"
publisher: "Brandwave"
---

# Afterpay vs Klarna: Which is more popular by branded search?

Which is more popular in search, Afterpay or Klarna? Compare estimated monthly branded-search demand and Share of Search inside the Buy now pay later set worldwide. 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

- **Compared**: Afterpay and Klarna
- **Competitive set**: Buy now pay later
- **Market**: Global
- **Month measured**: Aug 2026
- **Afterpay Share of Search**: 18.3%
- **Klarna Share of Search**: 50%

## Which is more popular in search, Afterpay or Klarna?

- 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%.
- 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?

- 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.

## Month by month

| Month | Afterpay estimated searches | Afterpay Share of Search | Afterpay rank | Klarna estimated searches | Klarna Share of Search | Klarna rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 1.2M | 19.3% | 3 | 3.4M | 53% | 1 |
| Nov 2025 | 1.2M | 19.2% | 3 | 3.4M | 52.7% | 1 |
| Dec 2025 | 1.2M | 17.2% | 3 | 4.1M | 57.6% | 1 |
| Jan 2026 | 1M | 16.3% | 3 | 3.4M | 54.7% | 1 |
| Feb 2026 | 823K | 15.6% | 3 | 2.7M | 51.8% | 1 |
| Mar 2026 | 1M | 18.3% | 3 | 2.7M | 50% | 1 |
| Apr 2026 | 823K | 15.5% | 3 | 2.7M | 51.7% | 1 |
| May 2026 | 1M | 18.3% | 3 | 2.7M | 50% | 1 |
| Jun 2026 | 823K | 15.5% | 3 | 2.7M | 51.7% | 1 |
| Jul 2026 | 1M | 18.3% | 3 | 2.7M | 50% | 1 |
| Aug 2026 | 1M | 18.3% | 3 | 2.7M | 50% | 1 |
| Sep 2026 | — | — | — | — | — | — |

## 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.

- **Afterpay**: Measured on the search term “afterpay”.
- **Klarna**: Measured on the search term “klarna”.

- [Afterpay profile](/demand/global-en/brands/afterpay)
- [Klarna profile](/demand/global-en/brands/klarna)
- [All buy now pay later worldwide](/demand/global-en/categories/buy-now-pay-later): The set both shares are measured inside, 5 brands.

## 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 is more popular in search, Afterpay or Klarna?

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%.

## Cite this page

Brandwave. "Afterpay vs Klarna: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/categories/buy-now-pay-later/compare/afterpay-vs-klarna

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/buy-now-pay-later/compare/afterpay-vs-klarna. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.