How popular isKlarna in search?
In September 2026, there were an estimated 301K branded searches for Klarna in United Kingdom which is down 18.2% over the last 12 months. Klarna holds 52.3% estimated Share of Search among United Kingdom buy now pay later services and is ranked 1st of 3 competitors for search popularity.
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Which buy now pay later services compete with Klarna?
Share of Search by month for Klarna, Clearpay, Zilch. The figures are in the table below the chart.
View monthly share of search table
| Month | Klarna | Clearpay | Zilch |
|---|---|---|---|
| Oct 2025 | 53.5% | 35.8% | 10.8% |
| Nov 2025 | 48.5% | 39.6% | 11.9% |
| Dec 2025 | 49.5% | 40.5% | 10% |
| Jan 2026 | 48.5% | 39.6% | 11.9% |
| Feb 2026 | 48.5% | 39.6% | 11.9% |
| Mar 2026 | 53.5% | 35.7% | 10.8% |
| Apr 2026 | 48.5% | 39.6% | 11.9% |
| May 2026 | 48.5% | 39.6% | 11.9% |
| Jun 2026 | 48.5% | 39.6% | 11.9% |
| Jul 2026 | 48.5% | 39.6% | 11.9% |
| Aug 2026 | 50.8% | 33.9% | 15.3% |
| Sep 2026 | 52.3% | 34.9% | 12.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 52.3% | 301K | 0% | +1.5 points | |
| 2, held 2nd | 34.9% | 201K | 0% | +1 points | |
| 3, held 3rd | 12.8% | 74K | -18.2% | -2.4 points |
Compare search popularity between Klarna and its closest rivals
Every comparison with Klarna
2 comparisons
How has branded search demand for Klarna changed in United Kingdom over the last 12 months?
3 findings
- 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?
3 changes
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%.
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.
1 branded search term
- klarna
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