--- title: "Buy now pay later services in United States: Which are searched most?" description: "Compare the buy now pay later services businesses choose between. Share of Search among Affirm, Klarna, Afterpay and Sezzle, the buy now pay later services Brandwave compares in United States, 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/us/categories/us-buy-now-pay-later-services" publisher: "Brandwave" --- # Buy now pay later services in United States: Which are searched most? Compare the buy now pay later services businesses choose between. Share of Search among Affirm, Klarna, Afterpay and Sezzle, the buy now pay later services Brandwave compares in United States, 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 States - **Brands compared**: 4 - **Month measured**: Sep 2026 - **Highest Share of Search**: Affirm, 42.4% ## Which brand is most popular in search among buy now pay later services in United States? - 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. - 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. ## Compare search popularity between leading brands - [Affirm vs Klarna: compare search popularity](/demand/us/compare/affirm-vs-klarna): 42.4% against 28.5% Share of Search. - [Affirm vs Afterpay: compare search popularity](/demand/us/compare/affirm-vs-afterpay): 42.4% against 23.3% Share of Search. - [Affirm vs Sezzle: compare search popularity](/demand/us/compare/affirm-vs-sezzle): 42.4% against 5.7% Share of Search. - [Klarna vs Afterpay: compare search popularity](/demand/us/compare/afterpay-vs-klarna): 28.5% against 23.3% Share of Search. - [Klarna vs Sezzle: compare search popularity](/demand/us/compare/klarna-vs-sezzle): 28.5% against 5.7% Share of Search. - [Afterpay vs Sezzle: compare search popularity](/demand/us/compare/afterpay-vs-sezzle): 23.3% against 5.7% Share of Search. ## How did search popularity change for United States 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 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%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Affirm | 42.4% | 1M | -18.0% | Affirm | | 2 | Klarna | 28.5% | 673K | 0.0% | Klarna | | 3 | Afterpay | 23.3% | 550K | 0.0% | Block | | 4 | Sezzle | 5.7% | 135K | 0.0% | Sezzle | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Affirm | 1.2M | 42.8% | 1 | | Oct 2025 | Klarna | 823K | 28.9% | 2 | | Oct 2025 | Afterpay | 673K | 23.6% | 3 | | Oct 2025 | Sezzle | 135K | 4.7% | 4 | | Nov 2025 | Affirm | 1.2M | 42.3% | 1 | | Nov 2025 | Klarna | 823K | 28.6% | 2 | | Nov 2025 | Afterpay | 673K | 23.4% | 3 | | Nov 2025 | Sezzle | 165K | 5.7% | 4 | | Dec 2025 | Affirm | 1.2M | 38% | 1 | | Dec 2025 | Klarna | 1M | 31.2% | 2 | | Dec 2025 | Afterpay | 823K | 25.7% | 3 | | Dec 2025 | Sezzle | 165K | 5.1% | 4 | | Jan 2026 | Affirm | 1.2M | 44.7% | 1 | | Jan 2026 | Klarna | 823K | 30.2% | 2 | | Jan 2026 | Afterpay | 550K | 20.2% | 3 | | Jan 2026 | Sezzle | 135K | 4.9% | 4 | | Feb 2026 | Affirm | 1M | 44.8% | 1 | | Feb 2026 | Klarna | 673K | 30.1% | 2 | | Feb 2026 | Afterpay | 450K | 20.2% | 3 | | Feb 2026 | Sezzle | 110K | 4.9% | 4 | | Mar 2026 | Affirm | 1.2M | 47.8% | 1 | | Mar 2026 | Klarna | 673K | 26.4% | 2 | | Mar 2026 | Afterpay | 550K | 21.5% | 3 | | Mar 2026 | Sezzle | 110K | 4.3% | 4 | | Apr 2026 | Affirm | 1M | 42.4% | 1 | | Apr 2026 | Klarna | 673K | 28.5% | 2 | | Apr 2026 | Afterpay | 550K | 23.3% | 3 | | Apr 2026 | Sezzle | 135K | 5.7% | 4 | | May 2026 | Affirm | 1.2M | 47.3% | 1 | | May 2026 | Klarna | 673K | 26.1% | 2 | | May 2026 | Afterpay | 550K | 21.3% | 3 | | May 2026 | Sezzle | 135K | 5.2% | 4 | | Jun 2026 | Affirm | 1M | 42.4% | 1 | | Jun 2026 | Klarna | 673K | 28.5% | 2 | | Jun 2026 | Afterpay | 550K | 23.3% | 3 | | Jun 2026 | Sezzle | 135K | 5.7% | 4 | | Jul 2026 | Affirm | 1M | 42.4% | 1 | | Jul 2026 | Klarna | 673K | 28.5% | 2 | | Jul 2026 | Afterpay | 550K | 23.3% | 3 | | Jul 2026 | Sezzle | 135K | 5.7% | 4 | | Aug 2026 | Affirm | 1.2M | 47.3% | 1 | | Aug 2026 | Klarna | 673K | 26.1% | 2 | | Aug 2026 | Afterpay | 550K | 21.3% | 3 | | Aug 2026 | Sezzle | 135K | 5.2% | 4 | | Sep 2026 | Affirm | 1M | 42.4% | 1 | | Sep 2026 | Klarna | 673K | 28.5% | 2 | | Sep 2026 | Afterpay | 550K | 23.3% | 3 | | Sep 2026 | Sezzle | 135K | 5.7% | 4 | ## What is being compared - **Affirm**: Measured on the search term “affirm”. - **Afterpay**: Measured on the search term “afterpay”. - **Klarna**: Measured on the search term “klarna”. - **Sezzle**: Measured on the search term “sezzle”. - [Affirm](/demand/us/brands/affirm) - [Afterpay](/demand/us/brands/afterpay) - [Klarna](/demand/us/brands/klarna) - [Sezzle](/demand/us/brands/sezzle) ## 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 States? 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. ## Cite this page Brandwave. "Buy now pay later services in United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-buy-now-pay-later-services This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-buy-now-pay-later-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.