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The State of Square Online in 2021

Updated Sep 17 2021

Square Online is an ecommerce platform that resulted from Square's acquisition of Weebly in April, 2018. The new platform was launched to the public in March 2019.

As a major player in the payments space, Square brings a large customer base of offline merchants to the ecommerce wars. Many of those merchants have had to use other platforms for ecommerce and it will be interesting to see how successful Square is at converting merchants to the new platform.

At the time of launch, the new platform could not complete on features with mature offerings like Shopify. However, Square's goal is likely to prevent existing small merchants from using other platforms while slowly bringing their platform upmarket over time. This parallels the approach used with the launch of their card reader, which appealed mostly to micro-merchants and slowly grew to support large businesses.

In this report, we'll cover the following essential statistics on Square Online usage.

Download a complete list of Square Online stores with a paid account.
Create a free account to get a feel for the data we provide.

Square Online Growth

At present, there are 166,137 live stores running on the Square Online platform.

Since launch, Square Online has shown impressive quarter-over-quarter growth. In percentage terms, it is the fastest growing ecommerce platform. In absolute numbers, it is now a mid-size platform in the ecommerce space, with approximately the same number of stores as established platforms like Magento. We'll be watching closely to see if it manages to sustain this growth. It's a little unclear how much of this initial success is due to converting existing Weebly customers to the new platform or from migrating part of Square's extensive base of offline-first merchants to the online world. Both sources are likely contributing.

It should also be noted that merchant counts aren't everything. Due to its nascent feature set, merchants on Square Online still tend to be smaller operations that don't need the advanced features that you'll find on other platforms. So the average Square Online likely contributes much lower GPV than the average Shopify merchant. As noted above, this is consistent with their expected strategy of starting with micro-merchants and moving up-market over time. Initial indications are that this approach is gaining traction.

  • Square Online stores increased 19.0% quarter-over-quarter in 2021 Q2.
  • Square Online stores increased 195% year-over-year in 2021 Q2.
Quarter
New Active Stores
2019 Q1
2,874
2019 Q2
2,275
2019 Q3
3,876
2019 Q4
6,036
2020 Q1
10,644
2020 Q2
23,253
2020 Q3
21,039
2020 Q4
28,181
2021 Q1
23,264
2021 Q2
23,055
2021 Q3 (to date)
21,640
Cumulative Stores by Quarter

It's hard to know exactly when a Square Online store was first created but we use a heuristic combining DNS and WHOIS data that provides a reasonable approximation.

Social Media Usage On Square Online Stores

Ecommerce brands use social media sites to engage with millions of consumers. Instagram and Facebook are the dominant social media sites for ecommerce stores, by far, with Twitter, Pinterest and YouTube also having notable usage.

  • Facebook is used by 30.6% of Square Online stores.
  • Instagram is used by 28.2% of Square Online stores.
  • Twitter is used by 7.6% of Square Online stores.
Type
Stores
Facebook
50,871
Instagram
46,835
Twitter
12,635
Pinterest
3,492
YouTube
842
Snapchat
581
LinkedIn
19
Facebook Group
1

Contact Information On Square Online Stores

Email remains an extremely popular communication channel for merchants. Many merchants also provide a phone number so that their customers can reach them instantly.

  • 48% of Square Online stores provide a phone number on their website
  • 35% of Square Online stores have an email on their website
Type
Stores
Phone
80,191
Email
57,794

Top Categories For Square Online Stores

Here is the breakdown of industry verticals for stores on Square Online.

  • 9.4% of Square Online stores sell Food & Drink products.
  • 5.0% of Square Online stores sell Beauty & Fitness products.
  • 3.3% of Square Online stores sell Apparel products.

Top Countries For Square Online Stores

Here are the top countries for stores using Square Online.

  • 35.3% of Square Online stores are in United States
  • 4.1% of Square Online stores are in Canada
  • 2.8% of Square Online stores are in Australia
  • 1.9% of Square Online stores are in United Kingdom
Country
Stores
58,631
6,876
4,713
194
37
20

With a paid account, stores can also be segmented by region and city.

Number Of Employees For Square Online Stores

Here is the breakdown of Square Online stores by the number of employees.

  • 0.0% of Square Online stores have 10 - 24 employees.
  • 0.0% of Square Online stores have 1 - 9 employees.
  • 0.0% of Square Online stores have 100 - 249 employees.
Employees
Stores
1 - 9
6
10 - 24
7
25 - 49
2
50 - 99
2
100 - 249
2

Number Of Products Sold For Square Online Stores

Here is the breakdown of Square Online stores by the number of products that they sell.

  • 2.1% of Square Online stores sell 1 - 9 different products.
  • 0.5% of Square Online stores sell 10 - 24 different products.
  • 0.4% of Square Online stores sell 25 - 49 different products.
Products Sold
Stores
1 - 9
3,501
10 - 24
886
25 - 49
719
50 - 99
147
100 - 249
515
250 - 999
267
1000 - 4999
22
5000 - 9999
1

Top Technologies on Square Online Stores

We're tracking 90 different technologies that have 353,552 collective installs on Square Online stores.

  • Square is used by 99.5% of Square Online stores.
  • Google Tag Manager is used by 87.2% of Square Online stores.
  • Facebook Pixel is used by 18.5% of Square Online stores.

Here are the top 10 third-party technologies, ordered by number of installs, across all Square Online stores.

Top Shipping Carriers Used By Square Online Stores

  • USPS is used by 5.0% of Square Online stores.
  • UPS is used by 2.4% of Square Online stores.
  • Canada Post is used by 0.5% of Square Online stores.

Here are the top 10 shipping carriers across all Square Online stores.

Shipping Carrier
Stores
USPS
8,336
UPS
4,006
Canada Post
907
Fedex
756
Australia Post
749
Purolator
72
Japan Post
14
Royal Mail
8
Yamato Transport
5
DHL
4

Square Online Store Top-level Domain Distribution

.com is the most popular top-level domain for Square Online stores. This is not surprising since alternate top-level domains have only been introduced somewhat recently and there is still a certain cachet associated with .com domains.

That said, you'll find stark regional differences in certain countries. In Australia, .com.au is the most common top-level domain with .com a close second. This is the exception however as .com domains dominate in virtually all other countries.

  • 54.2% of Square Online stores have a .com domain.
  • 33.4% of Square Online stores have a .site domain.
  • 2.2% of Square Online stores have a .ca domain.
Top-level Domain
Stores
.com
90,110
.site
55,507
.ca
3,680
.com.au
3,668
.org
2,871
.net
2,870
.co.uk
2,431
.shop
1,115
.co
898
.us
327

Top Square Online Stores

Here are the top stores, powered by Square Online, ordered by store rank.

Name
Domain
Rank
Created
www.eatbigbuns.com
www.eatbigbuns.com
20,174
2021/02/26
The Four Horsemen
www.fourhorsemenbk.com
23,185
2021/02/12
PlantHouse
www.planthouse.us
32,655
2020/11/13
CURRICULUM USA
www.curriculumusa.com
35,986
2019/03/15
Preorder Today!
www.wearetheprey.com
36,440
2021/05/07

New Square Online Stores

Here are the 5 highest-ranked stores added most recently.

Name
Domain
Rank
Created
the Plant Shoppe
www.plantshoppe.com
226,078
2021/09/17
www.brandisbotanicals.com
www.brandisbotanicals.com
444,159
2021/09/17
www.sunnydazegifts.com
www.sunnydazegifts.com
2,159,137
2021/09/17
www.maliudetailers.com
www.maliudetailers.com
2,189,149
2021/09/17
controlbal
www.controlballuf.com
2,264,003
2021/09/17

Stores Switching to Square Online From Other Platforms

Over the last 90 days, Square Online has taken 823 merchants from competitive ecommerce platforms.

Here are the top stores that have switched to Square Online from competitive ecommerce platforms.

Name
Domain
Rank
Last Platform
Changed
www.thevillagecbdcompany.com
www.thevillagecbdcompany.com
86,715
Wix
2021/08/19
Coco Donuts
www.cocodonuts.com
162,385
Squarespace
2021/07/08
www.thexocolatebar.com
www.thexocolatebar.com
162,915
BigCommerce
2021/08/30
Gwen Frostic Prints
www.gwenfrostic.com
164,891
WooCommerce
2021/08/31
Paseo
www.paseo.com
168,232
Ecwid
2021/09/16

Stores Switching from Square Online To Other Platforms

Over the last 90 days, Square Online has lost 1,891 merchants to competitive platforms.

Here are the top Square Online stores that have recently changed to a competitive platform.

Name
Domain
Rank
New Platform
Changed
Walker Edison
walkeredison.com
11,698
Shopify
2021/08/21
Accounting Bolla
accountingbolla.com
55,805
WooCommerce
2021/07/05
Alternative Holistic Healing Center
ensele.com
60,893
WooCommerce
2021/09/16
Beno, Inc
beno.io
64,440
WooCommerce
2021/09/09
Learnt Global
learnt.global
99,295
Custom Cart
2021/09/17

Get more insights on Square Online stores

Our search interface is easy to use and helps you find the Square Online stores that are relevant to you.

You can segment stores on a variety of dimensions:

  • Social Media accounts
  • Email address
  • Phone numbers
  • Country
  • Creation date
  • Platform
  • Top-level domains
  • Domain status
  • Domain type
Filter stores on social media presence
Filter on stores with Facebook accounts.

For more insights on Square Online stores, create a free account and have a look for yourself.