Afterpay vs Klarna:Which is searched more in United States?
In September 2026, Klarna had more branded searches than Afterpay among buy now pay later services in United States. Klarna was estimated to have 673K branded searches compared to Afterpay’s 550K, and held a 28.5% Share of Search versus Afterpay’s 23.3%.
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Which is more popular in search, Afterpay or Klarna?
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 Klarna, Afterpay. 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% |
How has the Afterpay and Klarna comparison changed over the last 12 months?
3 findings
- Klarna was ahead of Afterpay in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Afterpay’s estimated Share of Search among buy now pay later services in United States moved from 23.6% to 23.3%, and its estimated monthly branded searches moved from 673K to 550K.
- Across the 12 months ending September 2026, Klarna’s estimated Share of Search among buy now pay later services in United States moved from 28.9% to 28.5%, and its estimated monthly branded searches moved from 823K to 673K.
How did search popularity change for United States buy now pay later services in September 2026?
2 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%.
Other head-to-heads among buy now pay later services
How each brand is measured
Brandwave collects information about searches that people make online using Afterpay’s and Klarna’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.