QuickBooks Online vs Sage Accounting:Which is more popular?
In September 2026, QuickBooks Online had more branded searches than Sage Accounting among small business accounting software in the United Kingdom. QuickBooks Online had about 165,000 branded searches, while Sage Accounting had 5,400. QuickBooks Online made up 16.9% of all small business accounting software searches we track, and Sage Accounting accounted for 0.55%. When we asked ChatGPT and Google AI Overviews about small business accounting software, QuickBooks Online appeared in three of the four answers and Sage Accounting in two. QuickBooks Online was mentioned before Sage Accounting in every answer.
Who do people search for more?
QuickBooks Online, about 31 searches for every 1 for Sage Accounting
Who does AI mention more?
QuickBooks Online, mentioned in 3 of 4 answers, Sage Accounting in 2
Who does AI recommend more?
QuickBooks Online, named ahead of Sage Accounting in every answer
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Top small business accounting software in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, QuickBooks Online was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Sage Accounting was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. QuickBooks Online was listed before Sage Accounting in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Xero4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- QuickBooks Online3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
FreeAgent3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Zoho Books3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sage Accounting2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
KashFlow0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Pandle0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about small business accounting software
4 answers
Asked ChatGPT
“Which accounting software should my small business use in the UK?”
Asked ChatGPT
“What are the best accounting software platforms for small businesses in the UK?”
Asked ChatGPT
“What's the best accounting software in the UK for Making Tax Digital as a sole trader?”
Searched Google, AI Overview
“small business accounting software”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“making tax digital software”
- 1Xero
- 1
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is QuickBooks Online or Sage Accounting more popular in search?
This chart shows how often people search Google for QuickBooks Online and Sage Accounting by name. Each line represents a brand's share of searches for all seven small business accounting software we track, month by month, from searches in United Kingdom.
Share of searches by month for QuickBooks Online, Sage Accounting. The figures are in the table below the chart.
View monthly share of searches table
| Month | Xero | QuickBooks Online | FreeAgent | Zoho Books | KashFlow | Sage Accounting | Pandle |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.7% | 17.1% | 9.4% | 1.3% | 1.5% | 0.68% | 0.37% |
| Nov 2025 | 65.4% | 19.6% | 10.8% | 1.4% | 1.4% | 0.79% | 0.52% |
| Dec 2025 | 65.4% | 19.6% | 10.8% | 1.4% | 1.4% | 0.96% | 0.42% |
| Jan 2026 | 65.9% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Feb 2026 | 65.5% | 19.6% | 10.8% | 1.4% | 1.4% | 0.79% | 0.43% |
| Mar 2026 | 65.9% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Apr 2026 | 63.9% | 19.2% | 12.8% | 1.4% | 1.4% | 0.94% | 0.42% |
| May 2026 | 65.8% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Jun 2026 | 64.2% | 19.2% | 12.8% | 1.2% | 1.4% | 0.77% | 0.42% |
| Jul 2026 | 64% | 19.2% | 12.8% | 1.4% | 1.4% | 0.77% | 0.42% |
| Aug 2026 | 68.3% | 16.8% | 11.2% | 1.2% | 1.2% | 0.82% | 0.36% |
| Sep 2026 | 68.7% | 16.9% | 11.2% | 1.2% | 1% | 0.55% | 0.37% |
How has the QuickBooks Online and Sage Accounting comparison changed over the last 12 months?
3 findings
- QuickBooks Online was ahead of Sage Accounting in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, QuickBooks Online’s share of searches among small business accounting software in the United Kingdom moved from 17.1% to 16.9%, and its estimated monthly branded searches held steady at 165K.
- Across the 12 months ending September 2026, Sage Accounting’s share of searches among small business accounting software in the United Kingdom moved from 0.68% to 0.55%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for United Kingdom small business accounting software in September 2026?
1 change
Estimated monthly branded searches for Sage Accounting in the United Kingdom fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using QuickBooks Online’s and Sage Accounting’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.
QuickBooks Online
1 branded search term
- quickbooks
Sage Accounting
1 branded search term
- sage accounting
Other head-to-heads among small business accounting software
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