--- title: "Buy now pay later services in United Kingdom: Which are searched most?" description: "Compare the buy now pay later services businesses choose between. Share of Search among Klarna, Clearpay and Zilch, the buy now pay later services Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-buy-now-pay-later-services" publisher: "Brandwave" --- # Buy now pay later services in United Kingdom: Which are searched most? Compare the buy now pay later services businesses choose between. Share of Search among Klarna, Clearpay and Zilch, the buy now pay later services Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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 - **Competitive set**: Buy now pay later services - **Market**: United Kingdom - **Brands compared**: 3 - **Month measured**: Sep 2026 - **Highest Share of Search**: Klarna, 52.3% ## Which brand is most popular in search among buy now pay later services in United Kingdom? - In September 2026, Klarna was the most searched among buy now pay later services in United Kingdom, with an estimated 301K branded searches and 52.3% estimated Share of Search within this set. - Clearpay is in 2nd place, 17.4 percentage points behind at 34.9% Share of Search. - 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, Clearpay’s estimated Share of Search among buy now pay later services in United Kingdom decreased from 35.8% to 34.9%. - Across the 12 months ending September 2026, Zilch’s estimated Share of Search among buy now pay later services in United Kingdom increased from 10.8% to 12.8%. - 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. - Across the 12 months ending September 2026, Clearpay’s estimated Share of Search among buy now pay later services in United Kingdom peaked at 40.5% in December 2025 and was lowest at 33.9% in August 2026. - Across the 12 months ending September 2026, Zilch’s estimated Share of Search among buy now pay later services in United Kingdom peaked at 15.3% in August 2026 and was lowest at 10% in December 2025. ## Compare search popularity between leading brands - [Klarna vs Clearpay: compare search popularity](/demand/uk/compare/clearpay-vs-klarna): 52.3% against 34.9% Share of Search. - [Klarna vs Zilch: compare search popularity](/demand/uk/compare/klarna-vs-zilch-payments): 52.3% against 12.8% Share of Search. - [Clearpay vs Zilch: compare search popularity](/demand/uk/compare/clearpay-vs-zilch-payments): 34.9% against 12.8% Share of Search. ## 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%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Klarna | 52.3% | 301K | 0.0% | Klarna | | 2 | Clearpay | 34.9% | 201K | 0.0% | Clearpay | | 3 | Zilch | 12.8% | 74K | -18.2% | Zilch | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Klarna | 368K | 53.5% | 1 | | Oct 2025 | Clearpay | 246K | 35.8% | 2 | | Oct 2025 | Zilch | 74K | 10.8% | 3 | | Nov 2025 | Klarna | 368K | 48.5% | 1 | | Nov 2025 | Clearpay | 301K | 39.6% | 2 | | Nov 2025 | Zilch | 90.5K | 11.9% | 3 | | Dec 2025 | Klarna | 368K | 49.5% | 1 | | Dec 2025 | Clearpay | 301K | 40.5% | 2 | | Dec 2025 | Zilch | 74K | 10% | 3 | | Jan 2026 | Klarna | 301K | 48.5% | 1 | | Jan 2026 | Clearpay | 246K | 39.6% | 2 | | Jan 2026 | Zilch | 74K | 11.9% | 3 | | Feb 2026 | Klarna | 246K | 48.5% | 1 | | Feb 2026 | Clearpay | 201K | 39.6% | 2 | | Feb 2026 | Zilch | 60.5K | 11.9% | 3 | | Mar 2026 | Klarna | 301K | 53.5% | 1 | | Mar 2026 | Clearpay | 201K | 35.7% | 2 | | Mar 2026 | Zilch | 60.5K | 10.8% | 3 | | Apr 2026 | Klarna | 246K | 48.5% | 1 | | Apr 2026 | Clearpay | 201K | 39.6% | 2 | | Apr 2026 | Zilch | 60.5K | 11.9% | 3 | | May 2026 | Klarna | 246K | 48.5% | 1 | | May 2026 | Clearpay | 201K | 39.6% | 2 | | May 2026 | Zilch | 60.5K | 11.9% | 3 | | Jun 2026 | Klarna | 246K | 48.5% | 1 | | Jun 2026 | Clearpay | 201K | 39.6% | 2 | | Jun 2026 | Zilch | 60.5K | 11.9% | 3 | | Jul 2026 | Klarna | 246K | 48.5% | 1 | | Jul 2026 | Clearpay | 201K | 39.6% | 2 | | Jul 2026 | Zilch | 60.5K | 11.9% | 3 | | Aug 2026 | Klarna | 301K | 50.8% | 1 | | Aug 2026 | Clearpay | 201K | 33.9% | 2 | | Aug 2026 | Zilch | 90.5K | 15.3% | 3 | | Sep 2026 | Klarna | 301K | 52.3% | 1 | | Sep 2026 | Clearpay | 201K | 34.9% | 2 | | Sep 2026 | Zilch | 74K | 12.8% | 3 | ## What is being compared - **Clearpay**: Measured on the search term “clearpay”. - **Klarna**: Measured on the search term “klarna”. - **Zilch**: Measured on the search term “zilch”. - [Clearpay](/demand/uk/brands/clearpay) - [Klarna](/demand/uk/brands/klarna) - [Zilch](/demand/uk/brands/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. ## Frequently asked questions ### Which brand is most popular in search among buy now pay later services in United Kingdom? In September 2026, Klarna was the most searched among buy now pay later services in United Kingdom, with an estimated 301K branded searches and 52.3% estimated Share of Search within this set. ## Cite this page Brandwave. "Buy now pay later services in United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-buy-now-pay-later-services This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-buy-now-pay-later-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.