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The State of Square Online in 2021

Updated Nov 26 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 179,663 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 15.9% quarter-over-quarter in 2021 Q3.
  • Square Online stores increased 138% year-over-year in 2021 Q3.
Quarter
New Active Stores
2019 Q1
3,041
2019 Q2
2,322
2019 Q3
3,865
2019 Q4
5,871
2020 Q1
10,612
2020 Q2
23,139
2020 Q3
20,646
2020 Q4
27,076
2021 Q1
23,106
2021 Q2
22,922
2021 Q3
22,652
2021 Q4 (to date)
14,411
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 27.4% of Square Online stores.
  • Instagram is used by 24.7% of Square Online stores.
  • Twitter is used by 6.9% of Square Online stores.
Type
Stores
Facebook
49,193
Instagram
44,445
Twitter
12,352
Pinterest
3,393
YouTube
821
Snapchat
549
LinkedIn
68
Facebook Group
5
Yelp
3
Tiktok
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.

  • 43% of Square Online stores provide a phone number on their website
  • 31% of Square Online stores have an email on their website
Type
Stores
Phone
77,660
Email
55,809

Top Categories For Square Online Stores

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

  • 8.9% of Square Online stores sell Food & Drink products.
  • 4.7% of Square Online stores sell Beauty & Fitness products.
  • 3.2% of Square Online stores sell Home & Garden products.

Top Countries For Square Online Stores

Here are the top countries for stores using Square Online.

  • 31.8% of Square Online stores are in United States
  • 3.9% of Square Online stores are in Canada
  • 2.8% of Square Online stores are in Australia
  • 2.0% of Square Online stores are in United Kingdom
Country
Stores
57,055
6,960
4,961
202
33
22

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 100 - 249 employees.
  • 0.0% of Square Online stores have 10 - 24 employees.
Employees
Stores
1 - 9
19
10 - 24
10
25 - 49
7
50 - 99
4
100 - 249
19
250 - 999
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.

  • 2.2% of Square Online stores sell 1 - 9 different products.
  • 0.6% 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
4,011
10 - 24
996
25 - 49
806
50 - 99
168
100 - 249
564
250 - 999
301
1000 - 4999
24
5000 - 9999
1

Top Technologies on Square Online Stores

We're tracking 102 different technologies that have 557,625 collective installs on Square Online stores.

  • Square is used by 99.2% of Square Online stores.
  • Afterpay is used by 98.5% of Square Online stores.
  • Google Tag Manager is used by 86.9% of Square Online stores.

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

Technology
Stores
178,305
177,011
290

Top Shipping Carriers Used By Square Online Stores

  • USPS is used by 5.1% of Square Online stores.
  • UPS is used by 2.5% 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
9,180
UPS
4,418
Canada Post
984
Fedex
859
Australia Post
841
Royal Mail
589
Purolator
79
Japan Post
10
Fastway
8
Yamato Transport
6

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.

  • 55.4% of Square Online stores have a .com domain.
  • 32.1% of Square Online stores have a .site domain.
  • 2.2% of Square Online stores have a .com.au domain.
Top-level Domain
Stores
.com
99,611
.site
57,654
.com.au
3,948
.ca
3,855
.org
3,228
.net
3,209
.co.uk
2,743
.shop
1,181
.co
910
.us
346

Top Square Online Stores

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

Name
Domain
Rank
Created
The Kebab Shop Online Ordering
48,214
2020/07/31
Botaniful
50,118
2019/08/16
Plant & Curio
58,201
2019/03/29
North Texas Chess Academy
58,683
2020/05/01
www.showboathouston.com
58,974
2020/05/01

New Square Online Stores

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

Name
Domain
Rank
Created
Vegas Balloon Rides
219,235
2021/11/26
www.oldedixiefriedchicken.net
813,362
2021/11/26
shop.surfcityusa.com
1,662,239
2021/11/26
www.boardsbymelanie.com
2,436,993
2021/11/26
www.oleroostingbox.com
2,476,086
2021/11/26

Stores Switching to Square Online From Other Platforms

Over the last 90 days, Square Online has taken 1,244 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
ZERO market
166,703
Shopify
2021/10/14
Paseo
171,553
Ecwid
2021/09/16
Michael's Chocolates
183,904
Weebly Commerce
2021/11/01
Pearl Bakery
190,833
Shopify
2021/10/27
Rising Boutique
200,076
Shopify
2021/10/29

Stores Switching from Square Online To Other Platforms

Over the last 90 days, Square Online has lost 1,932 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
CAT, SUNSHINE, SMILE
85,324
Weebly Commerce
2021/10/06
AFFORCI
91,780
Shopify
2021/10/20
The Food Academy, LLC
92,344
Weebly Commerce
2021/11/02
Featured Products
94,364
Weebly Commerce
2021/11/09
Ktown Liquidation
103,742
Weebly Commerce
2021/10/02

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.