---
title: "Klarna: search popularity in United Kingdom"
description: "A payments and shopping app offering pay-in-four instalments. 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/uk/brands/klarna"
publisher: "Brandwave"
---

# Klarna: search popularity in United Kingdom

A payments and shopping app offering pay-in-four instalments. 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

- **Brand**: Klarna
- **Market**: United Kingdom
- **Measured month**: Sep 2026
- **Share of Search among buy now pay later services**: 52.3%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Buy now pay later services | 1 | 52.3% | 301K |

- [Buy now pay later services](/demand/uk/categories/uk-buy-now-pay-later-services)

## How has branded search demand for Klarna changed in United Kingdom over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Klarna in United Kingdom fell from 368K to 301K.
- Across the 12 months ending September 2026, Klarna’s estimated Share of Search among buy now pay later services in United Kingdom decreased from 53.5% to 52.3%.
- Across the 12 months ending September 2026, Klarna’s estimated Share of Search among buy now pay later services in United Kingdom peaked at 53.5% in March 2026 and was lowest at 48.5% in November 2025.

## How did search popularity change for United Kingdom buy now pay later services in September 2026?

- In September 2026, Klarna gained estimated Share of Search among buy now pay later services in United Kingdom, from 50.8% to 52.3%.
- In September 2026, Clearpay gained estimated Share of Search among buy now pay later services in United Kingdom, from 33.9% to 34.9%.
- In September 2026, Zilch lost estimated Share of Search among buy now pay later services in United Kingdom, from 15.3% to 12.8%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Buy now pay later services | 368K | 53.5% | 1 |
| Nov 2025 | Buy now pay later services | 368K | 48.5% | 1 |
| Dec 2025 | Buy now pay later services | 368K | 49.5% | 1 |
| Jan 2026 | Buy now pay later services | 301K | 48.5% | 1 |
| Feb 2026 | Buy now pay later services | 246K | 48.5% | 1 |
| Mar 2026 | Buy now pay later services | 301K | 53.5% | 1 |
| Apr 2026 | Buy now pay later services | 246K | 48.5% | 1 |
| May 2026 | Buy now pay later services | 246K | 48.5% | 1 |
| Jun 2026 | Buy now pay later services | 246K | 48.5% | 1 |
| Jul 2026 | Buy now pay later services | 246K | 48.5% | 1 |
| Aug 2026 | Buy now pay later services | 301K | 50.8% | 1 |
| Sep 2026 | Buy now pay later services | 301K | 52.3% | 1 |

## How is Klarna measured?

Brandwave collects information about searches that people make online using Klarna’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “klarna”

## Which buy now pay later services compete with Klarna?

- [Clearpay](/demand/uk/brands/clearpay): Head-to-head: /demand/uk/compare/clearpay-vs-klarna
- [Zilch](/demand/uk/brands/zilch-payments): Head-to-head: /demand/uk/compare/klarna-vs-zilch-payments

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Klarna: search popularity in United Kingdom". https://gobrandwave.com/demand/uk/brands/klarna

This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/klarna. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.