Brandwave

Small business accounting platforms:Which brands are most popular in search?

In August 2026, QuickBooks Online was the most searched among small business accounting platforms worldwide, with an estimated 1.2M branded searches and 53.6% estimated Share of Search within this set. Worldwide · English terms: these are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. QuickBooks Online53.6%
  2. Zoho Books35.6%
  3. FreshBooks3.2%
  4. Wave2.9%
  5. Xero2.8%
  6. Sage Accounting1.8%

Follow small business accounting platforms and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare accounting and invoicing software used by small and midsize businesses. 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 small business accounting platforms worldwide, by month

Share of Search by month for QuickBooks Online, Zoho Books, FreshBooks, Wave, Xero. The figures are in the table below the chart.

View monthly share of search table
MonthQuickBooks OnlineZoho BooksFreshBooksWaveXeroSage Accounting
Oct 202556.4%30.7%4.2%3.9%3%2%
Nov 202552.5%34.7%3.9%3.7%3%2.2%
Dec 202557.3%31.2%3.5%4%2.5%1.6%
Jan 202660.2%26.7%3.7%4.3%3.1%2.1%
Feb 202656.9%30.9%2.8%3.4%3.5%2.4%
Mar 202661.6%27.3%2.6%3.2%3.2%2.1%
Apr 202657.1%31%2.8%3.5%3.3%2.3%
May 202657.7%31.3%2.4%3%3.3%2.3%
Jun 202657.1%30.9%3.5%3.2%2.9%2.3%
Jul 202654.4%36.1%2.2%2.5%2.6%2.2%
Aug 202653.6%35.6%3.2%2.9%2.8%1.8%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.QuickBooks Online

    53.6%

    held 1st · 1.2M estimated branded searches · 0% vs prior month · -0.7 points

  2. 2.Zoho Books

    35.6%

    held 2nd · 827K estimated branded searches · -0.1% vs prior month · -0.5 points

  3. 3.FreshBooks

    3.2%

    moved from 5th to 3rd · 74.9K estimated branded searches · +46.5% vs prior month · +1 points

  4. 4.Wave

    2.9%

    held 4th · 67.6K estimated branded searches · +17.4% vs prior month · +0.4 points

  5. 5.Xero

    2.8%

    moved from 3rd to 5th · 65.4K estimated branded searches · +9.6% vs prior month · +0.2 points

  6. 6.Sage Accounting

    1.8%

    held 6th · 43K estimated branded searches · -14.7% vs prior month · -0.3 points

Compare search popularity between leading brands

Which brand is most popular in search among small business accounting platforms worldwide?

In August 2026, QuickBooks Online was the most searched among small business accounting platforms worldwide, with an estimated 1.2M branded searches and 53.6% estimated Share of Search within this set. Zoho Books is in 2nd place, 18.1 percentage points behind at 35.6% Share of Search.

Global small business accounting platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
QuickBooks Online56.4% → 53.6%61.6%Mar 202652.5%Nov 20251st
Zoho Books30.7% → 35.6%36.1%Jul 202626.7%Jan 20262nd
FreshBooks4.2% → 3.2%4.2%Oct 20252.2%Jul 20263rd
Wave3.9% → 2.9%4.3%Jan 20262.5%Jul 20264th
Xero3% → 2.8%3.5%Feb 20262.5%Dec 20255th
Sage Accounting2% → 1.8%2.4%Feb 20261.6%Dec 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, QuickBooks Online’s estimated Share of Search among small business accounting platforms worldwide decreased from 56.4% to 53.6%.
  • Across the 11 months ending August 2026, Zoho Books’ estimated Share of Search among small business accounting platforms worldwide increased from 30.7% to 35.6%.
  • Across the 11 months ending August 2026, FreshBooks’ estimated Share of Search among small business accounting platforms worldwide decreased from 4.2% to 3.2%.
  • Across the 11 months ending August 2026, Wave’s estimated Share of Search among small business accounting platforms worldwide decreased from 3.9% to 2.9%.
  • Across the 11 months ending August 2026, QuickBooks Online’s estimated Share of Search among small business accounting platforms worldwide peaked at 61.6% in March 2026 and was lowest at 52.5% in November 2025.
  • Across the 11 months ending August 2026, Zoho Books’ estimated Share of Search among small business accounting platforms worldwide peaked at 36.1% in July 2026 and was lowest at 26.7% in January 2026.
  • Across the 11 months ending August 2026, FreshBooks’ estimated Share of Search among small business accounting platforms worldwide peaked at 4.2% in October 2025 and was lowest at 2.2% in July 2026.
  • Across the 11 months ending August 2026, Wave’s estimated Share of Search among small business accounting platforms worldwide peaked at 4.3% in January 2026 and was lowest at 2.5% in July 2026.
  • Across the 11 months ending August 2026, Xero’s estimated Share of Search among small business accounting platforms worldwide peaked at 3.5% in February 2026 and was lowest at 2.5% in December 2025.
  • Across the 11 months ending August 2026, Xero and Sage Accounting held steady: their estimated Share of Search among small business accounting platforms worldwide each moved less than 0.5 percentage points.

How did search popularity change for small business accounting platforms worldwide in August 2026?

  1. In August 2026, FreshBooks overtook Xero to rank 3rd among small business accounting platforms worldwide, at 3.2%.

  2. In August 2026, QuickBooks Online lost estimated Share of Search among small business accounting platforms worldwide, from 54.4% to 53.6%.

  3. In August 2026, Zoho Books lost estimated Share of Search among small business accounting platforms worldwide, from 36.1% to 35.6%.

  4. Estimated monthly branded searches for Wave worldwide fell 21.5% over 11 measured months, from 86.1K to 67.6K in August 2026.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start your marketing record