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The State of Square Online in 2022

Updated Sep 16 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 210,706 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 11.3% quarter-over-quarter in 2022 Q2.
  • Square Online stores increased 59% year-over-year in 2022 Q2.
Quarter
New Active Stores
2019 Q1
3,005
2019 Q2
1,930
2019 Q3
3,316
2019 Q4
5,116
2020 Q1
9,125
2020 Q2
19,922
2020 Q3
17,556
2020 Q4
23,267
2021 Q1
17,884
2021 Q2
16,028
2021 Q3
16,373
2021 Q4
15,679
2022 Q1
18,575
2022 Q2
18,916
2022 Q3 (to date)
24,014
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 47.2% of Square Online stores.
  • Facebook is used by 41.8% of Square Online stores.
  • Twitter is used by 8.3% of Square Online stores.
Type
Stores
Instagram
99,491
Facebook
87,970
Twitter
17,446
Pinterest
6,386
YouTube
1,551
Snapchat
1,117
LinkedIn
68
Yelp
9
Tiktok
3
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.

  • 74% of Square Online stores provide a phone number on their website
  • 52% of Square Online stores have an email on their website
Type
Stores
Phone
155,591
Email
109,491

Top Categories For Square Online Stores

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

  • 8.7% of Square Online stores sell Food & Drink products.
  • 5.0% of Square Online stores sell Beauty & Fitness products.
  • 3.1% of Square Online stores sell Apparel products.

Top Countries For Square Online Stores

Here are the top countries for stores using Square Online.

  • 82.3% of Square Online stores are in United States
  • 7.1% of Square Online stores are in Canada
  • 5.2% of Square Online stores are in Australia
  • 3.3% of Square Online stores are in United Kingdom
Country
Stores
173,333
14,970
11,055
1,408
128
104
63

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
75
10 - 24
30
25 - 49
17
50 - 99
15
100 - 249
17
250 - 999
10
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.

  • 16.8% of Square Online stores sell 1 - 9 different products.
  • 7.1% of Square Online stores sell 250000+ different products.
  • 2.1% of Square Online stores sell 10 - 24 different products.
Products Sold
Stores
1 - 9
35,407
10 - 24
4,387
25 - 49
2,795
50 - 99
478
100 - 249
1,652
250 - 999
703
1000 - 4999
67
10000 - 24999
11
100000 - 249999
36
250000+
14,881

Top Technologies on Square Online Stores

We're tracking 106 different technologies that have 525,334 collective installs on Square Online stores.

  • Afterpay is used by 99.9% of Square Online stores.
  • Square is used by 99.4% of Square Online stores.
  • Facebook Pixel is used by 15.8% of Square Online stores.

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

Technology
Stores
210,495
209,455
1,954
1,401

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
11,491
UPS
3,784
Fedex
1,312
Australia Post
1,235
Canada Post
1,186
Royal Mail
672
Purolator
105
Japan Post
12
DHL
9
Yamato Transport
8

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.

  • 54.8% of Square Online stores have a .com domain.
  • 31.8% of Square Online stores have a .site domain.
  • 2.8% of Square Online stores have a .com.au domain.
Top-level Domain
Stores
.com
115,538
.site
67,047
.com.au
5,893
.ca
5,213
.org
3,884
.net
3,761
.co.uk
2,952
.co
1,210
.shop
1,170
.us
456

Top Square Online Stores

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

Name
Domain
Rank
Created
Botaniful
33,797
2019/08/16
PlantHouse
36,784
2020/11/13
LEA BROOKLYN
37,694
2021/04/09
OMG Squee
41,210
2020/03/27
Bon Voyage Medical
45,356
2020/11/13

New Square Online Stores

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

Name
Domain
Rank
Created
Quilt Stitches located in Beatrice, Nebraska
654,408
2022/09/16
Gloria Pizza
720,534
2022/09/16
Hudson's Cookies
864,744
2022/09/16
NDG
1,094,347
2022/09/16
Welcome to Coaster Creations
1,542,006
2022/09/16

Stores Switching to Square Online From Other Platforms

Over the last 90 days, Square Online has taken 992 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
A Touch of Dutch
141,311
Custom Cart
2022/09/15
Number 1 Sons
158,563
Shopify
2022/08/17
Nickel Brook Brewing Co.
160,465
Shopify
2022/09/17
Gourmonade Lemonade Stand
172,268
Shopify
2022/06/29
Bad Cats Club
176,759
Big Cartel
2022/08/08

Stores Switching from Square Online To Other Platforms

Over the last 90 days, Square Online has lost 1,331 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
Lindy Maine
106,614
Weebly Commerce
2022/08/03
Sonic Timelapse Project
117,149
Weebly Commerce
2022/09/08
Bikee Bike
143,612
Weebly Commerce
2022/07/05
VPI Industries
143,866
Shopify
2022/07/04
Silver Brush Limited
148,948
BigCommerce
2022/09/07

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.