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The State of Square Online in 2022

Updated May 20 2022

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 195,425 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 13.0% quarter-over-quarter in 2022 Q1.
  • Square Online stores increased 71% year-over-year in 2022 Q1.
Quarter
New Active Stores
2019 Q1
3,027
2019 Q2
2,096
2019 Q3
3,558
2019 Q4
5,334
2020 Q1
9,499
2020 Q2
21,063
2020 Q3
19,032
2020 Q4
24,356
2021 Q1
19,001
2021 Q2
18,400
2021 Q3
19,067
2021 Q4
17,509
2022 Q1
20,978
2022 Q2 (to date)
12,505
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 40.4% of Square Online stores.
  • Instagram is used by 38.1% of Square Online stores.
  • Twitter is used by 8.6% of Square Online stores.
Type
Stores
Facebook
78,872
Instagram
74,476
Twitter
16,721
Pinterest
5,264
YouTube
1,380
Snapchat
1,026
LinkedIn
45
Yelp
8
Tiktok
2
Facebook Group
2

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.

  • 73% of Square Online stores provide a phone number on their website
  • 51% of Square Online stores have an email on their website
Type
Stores
Phone
142,412
Email
99,466

Top Categories For Square Online Stores

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

  • 9.2% of Square Online stores sell Food & Drink products.
  • 5.2% 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.

  • 83.7% of Square Online stores are in United States
  • 6.5% of Square Online stores are in Canada
  • 4.3% of Square Online stores are in Australia
  • 3.4% of Square Online stores are in United Kingdom
Country
Stores
163,494
12,796
8,373
1,147
104
51

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 1 - 9 employees.
  • 0.0% of Square Online stores have 10 - 24 employees.
  • 0.0% of Square Online stores have 100 - 249 employees.
Employees
Stores
1 - 9
28
10 - 24
9
25 - 49
4
50 - 99
2
100 - 249
6
250 - 999
2
1000 - 4999
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.

  • 4.0% of Square Online stores sell 1 - 9 different products.
  • 0.8% of Square Online stores sell 10 - 24 different products.
  • 0.6% of Square Online stores sell 25 - 49 different products.
Products Sold
Stores
1 - 9
7,747
10 - 24
1,598
25 - 49
1,156
50 - 99
231
100 - 249
772
250 - 999
371
1000 - 4999
28
5000 - 9999
1
10000 - 24999
2
250000+
5

Top Technologies on Square Online Stores

We're tracking 99 different technologies that have 760,876 collective installs on Square Online stores.

  • Afterpay is used by 99.7% of Square Online stores.
  • Square is used by 99.2% of Square Online stores.
  • Google Tag Manager is used by 85.5% of Square Online stores.

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

Technology
Stores
194,870
193,832
1,320

Top Shipping Carriers Used By Square Online Stores

  • USPS is used by 5.5% of Square Online stores.
  • UPS is used by 1.8% 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
10,653
UPS
3,530
Fedex
1,185
Canada Post
1,038
Australia Post
892
Royal Mail
659
Purolator
84
Japan Post
9
DHL
8
Yamato Transport
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.

  • 55.9% of Square Online stores have a .com domain.
  • 32.6% of Square Online stores have a .site domain.
  • 1.9% of Square Online stores have a .com.au domain.
Top-level Domain
Stores
.com
109,229
.site
63,645
.com.au
3,686
.org
3,602
.net
3,573
.ca
3,559
.co.uk
2,864
.shop
1,156
.co
733
.store
350

Top Square Online Stores

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

Name
Domain
Rank
Created
Bon Voyage Medical
39,083
2020/11/13
Vice Grip Garage
65,655
2020/05/01
PlantHouse
74,022
2020/11/13
Botaniful
74,793
2019/08/16
Showboat Drive In
78,254
2020/05/01

New Square Online Stores

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

Name
Domain
Rank
Created
Arova
1,043,788
2022/05/20
Bexia
2,464,817
2022/05/20
Koontz Supply
2,505,299
2022/05/20
GYM STAR
2,694,887
2022/05/20
Rumaan Cuisine
2,861,377
2022/05/20

Stores Switching to Square Online From Other Platforms

Over the last 90 days, Square Online has taken 1,142 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
Diamonds & Dust
239,100
Shopify
2022/03/30
Homegrown Smoker
275,740
Wix
2022/03/06
CHRISTIAN COWAN
281,540
Squarespace
2022/03/26
Foragers
281,983
Wix
2022/03/01
Carole's Candles, Inc.
297,922
Shopify
2022/04/07

Stores Switching from Square Online To Other Platforms

Over the last 90 days, Square Online has lost 1,610 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
Dominican Hair Alliance
67,633
Shopify
2022/04/05
KAM KIDD.
116,588
Weebly Commerce
2022/04/26
RCCG PAL -
134,913
Weebly Commerce
2022/03/01
Outdoorsy Adventures and Resort
134,951
Weebly Commerce
2022/03/01
Dive Jervis Bay
155,426
BigCommerce
2022/03/17

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.