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The State of Square Online in 2023

Updated Jan 20 2023

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 209,757 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 8.1% quarter-over-quarter in 2022 Q4.
  • Square Online stores increased 52% year-over-year in 2022 Q4.
Quarter
New Active Stores
2019 Q1
2,974
2019 Q2
1,804
2019 Q3
3,126
2019 Q4
4,645
2020 Q1
8,712
2020 Q2
18,936
2020 Q3
16,421
2020 Q4
20,880
2021 Q1
16,468
2021 Q2
14,751
2021 Q3
14,762
2021 Q4
11,953
2022 Q1
16,156
2022 Q2
15,422
2022 Q3
23,240
2022 Q4
15,346
2023 Q1 (to date)
4,161
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.

  • Instagram is used by 48.4% of Square Online stores.
  • Facebook is used by 45.3% of Square Online stores.
  • Twitter is used by 8.1% of Square Online stores.
Type
Stores
Instagram
101,503
Facebook
95,046
Twitter
16,970
Pinterest
6,399
YouTube
1,807
Snapchat
1,109
LinkedIn
105
Yelp
6
Tiktok
2
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.

  • 74% of Square Online stores provide a phone number on their website
  • 53% of Square Online stores have an email on their website
Type
Stores
Phone
156,057
Email
111,134

Top Categories For Square Online Stores

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

  • 8.6% of Square Online stores sell Food & Drink products.
  • 4.9% of Square Online stores sell Beauty & Fitness products.
  • 3.0% of Square Online stores sell Apparel products.

Top Countries For Square Online Stores

Here are the top countries for stores using Square Online.

  • 82.4% of Square Online stores are in United States
  • 7.5% of Square Online stores are in Canada
  • 5.4% of Square Online stores are in Australia
  • 3.2% of Square Online stores are in United Kingdom
Country
Stores
172,736
15,754
11,302
1,524
147
120
87

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.

  • 0.1% of Square Online stores have 1 - 9 employees.
  • 0.0% of Square Online stores have 10 - 24 employees.
  • 0.0% of Square Online stores have 25 - 49 employees.
Employees
Stores
1 - 9
114
10 - 24
31
25 - 49
28
50 - 99
18
100 - 249
19
250 - 999
9
1000 - 4999
5
5000+
1

Number Of Products Sold For Square Online Stores

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

  • 46.1% of Square Online stores sell 1 - 9 different products.
  • 23.3% of Square Online stores sell 250000+ different products.
  • 2.7% of Square Online stores sell 10 - 24 different products.
Products Sold
Stores
1 - 9
96,802
10 - 24
5,713
25 - 49
3,386
50 - 99
588
100 - 249
1,984
250 - 999
779
1000 - 4999
75
10000 - 24999
11
100000 - 249999
135
250000+
48,871

Top Technologies on Square Online Stores

We're tracking 114 different technologies that have 562,057 collective installs on Square Online stores.

  • Square is used by 99.1% of Square Online stores.
  • Snowplow is used by 98.2% of Square Online stores.
  • Google Adsense is used by 16.9% of Square Online stores.

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

Technology
Stores
207,918
205,951
1,919
1,726

Top Shipping Carriers Used By Square Online Stores

  • USPS is used by 5.5% of Square Online stores.
  • UPS is used by 1.9% of Square Online stores.
  • Fedex is used by 0.6% of Square Online stores.

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

Shipping Carrier
Stores
USPS
11,571
UPS
3,894
Fedex
1,324
Australia Post
1,281
Canada Post
1,253
Royal Mail
661
Purolator
110
Japan Post
13
DHL
9
Correos
7

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.

  • 53.2% of Square Online stores have a .com domain.
  • 33.4% of Square Online stores have a .site domain.
  • 2.8% of Square Online stores have a .com.au domain.
Top-level Domain
Stores
.com
111,677
.site
70,067
.com.au
5,940
.ca
5,474
.org
3,877
.net
3,654
.co.uk
2,823
.co
1,211
.shop
1,078
.us
439

Top Square Online Stores

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

Name
Domain
Rank
Created
Socal's Real Mountain, Real Close
14,742
2020/08/07
www.milknhoneycafe.com
18,307
2022/06/10
www.unionsquaredonuts.com
21,107
2021/10/01
DiCarlo's Pizza
23,252
2019/12/06
Paseo Restaurants and Catering
26,706
2020/07/03

New Square Online Stores

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

Name
Domain
Rank
Created
Ocean Eyes Sunglasses
162,482
2023/01/20
Monday Night Brewing
1,621,205
2023/01/20
Chapati x Shani's Secret Chicken
1,624,220
2023/01/20
Oregon Orchid Society
1,634,367
2023/01/20
TEN'S
1,641,652
2023/01/20

Stores Switching to Square Online From Other Platforms

Over the last 90 days, Square Online has taken 949 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
SHER E PUNJAB
68,137
WooCommerce
2022/12/31
Salon Brands
72,725
Ecwid
2022/11/23
MASTIHA
89,654
Shopify
2022/12/24
Armada Brewing
113,891
Squarespace
2022/12/20
Apple Tree Chocolate
123,716
Squarespace
2023/01/16

Stores Switching from Square Online To Other Platforms

Over the last 90 days, Square Online has lost 1,376 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
Turf Paradise
12,812
Custom Cart
2023/01/13
ViceGripGarage
58,461
Shopify
2023/01/02
BonBon - A Swedish Candy Co
62,674
Shopify
2023/01/12
Avanti
80,795
Shopify
2022/12/05
Monsoon Chocolate
91,891
Shopify
2022/11/18

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.