Buy now pay later services in United States:Which are searched most?
In September 2026, Affirm was the most searched among buy now pay later services in United States, with an estimated 1M branded searches and 42.4% estimated Share of Search within this set.
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Share of SearchLeaderboard
Compare the buy now pay later services businesses choose between. 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 by month for Affirm, Klarna, Afterpay, Sezzle. The figures are in the table below the chart.
View monthly share of search table
| Month | Affirm | Klarna | Afterpay | Sezzle |
|---|---|---|---|---|
| Oct 2025 | 42.8% | 28.9% | 23.6% | 4.7% |
| Nov 2025 | 42.3% | 28.6% | 23.4% | 5.7% |
| Dec 2025 | 38% | 31.2% | 25.7% | 5.1% |
| Jan 2026 | 44.7% | 30.2% | 20.2% | 4.9% |
| Feb 2026 | 44.8% | 30.1% | 20.2% | 4.9% |
| Mar 2026 | 47.8% | 26.4% | 21.5% | 4.3% |
| Apr 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| May 2026 | 47.3% | 26.1% | 21.3% | 5.2% |
| Jun 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Jul 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Aug 2026 | 47.3% | 26.1% | 21.3% | 5.2% |
| Sep 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
This month’s ranking, September 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.4% | 1M | -18% | -4.9 points | |
| 2, held 2nd | 28.5% | 673K | 0% | +2.4 points | |
| 3, held 3rd | 23.3% | 550K | 0% | +2 points | |
| 4, held 4th | 5.7% | 135K | 0% | +0.5 points |
1.
Affirm42.4%
Held 1st. 1M estimated branded searches, -18% vs prior month. Share -4.9 points.
2.
Klarna28.5%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +2.4 points.
3.
Afterpay23.3%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share +2 points.
4.
Sezzle5.7%
Held 4th. 135K estimated branded searches, 0% vs prior month. Share +0.5 points.
Compare search popularity between leading brands
Which brand is most popular in search among buy now pay later services in United States?
4 brands
In September 2026, Affirm was the most searched among buy now pay later services in United States, with an estimated 1M branded searches and 42.4% estimated Share of Search within this set. Klarna is in 2nd place, 13.9 percentage points behind at 28.5% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Affirm | 42.8% → 42.4% | 47.8%Mar 2026 | 38%Dec 2025 | 1st |
| Klarna | 28.9% → 28.5% | 31.2%Dec 2025 | 26.1%May 2026 | 2nd |
| Afterpay | 23.6% → 23.3% | 25.7%Dec 2025 | 20.2%Feb 2026 | 3rd |
| Sezzle | 4.7% → 5.7% | 5.7%Nov 2025 | 4.3%Mar 2026 | 4th |
Each finding as a sentence
- Across the 12 months ending September 2026, Sezzle’s estimated Share of Search among buy now pay later services in United States increased from 4.7% to 5.7%.
- Across the 12 months ending September 2026, Affirm’s estimated Share of Search among buy now pay later services in United States peaked at 47.8% in March 2026 and was lowest at 38% in December 2025.
- Across the 12 months ending September 2026, Klarna’s estimated Share of Search among buy now pay later services in United States peaked at 31.2% in December 2025 and was lowest at 26.1% in May 2026.
- Across the 12 months ending September 2026, Afterpay’s estimated Share of Search among buy now pay later services in United States peaked at 25.7% in December 2025 and was lowest at 20.2% in February 2026.
- Across the 12 months ending September 2026, Sezzle’s estimated Share of Search among buy now pay later services in United States peaked at 5.7% in November 2025 and was lowest at 4.3% in March 2026.
- Across the 12 months ending September 2026, Affirm, Klarna and Afterpay held steady: their estimated Share of Search among buy now pay later services in United States each moved less than 0.5 percentage points.
How did search popularity change for United States 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 States, from 26.1% to 28.5%.
In September 2026, Afterpay gained estimated Share of Search among buy now pay later services in United States, from 21.3% to 23.3%.
In September 2026, Affirm lost estimated Share of Search among buy now pay later services in United States, from 47.3% to 42.4%.
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