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The State of Square Online in 2024

Updated Mar 1 2024

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 258,418 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 10.1% quarter-over-quarter in 2023 Q4.
  • Square Online stores increased 53% year-over-year in 2023 Q4.
Quarter
Active Stores
2019 Q1
660
2019 Q2
5,197
2019 Q3
9,579
2019 Q4
17,472
2020 Q1
35,861
2020 Q2
65,762
2020 Q3
90,833
2020 Q4
110,136
2021 Q1
132,726
2021 Q2
154,055
2021 Q3
167,234
2021 Q4
184,158
2022 Q1
188,553
2022 Q2
197,035
2022 Q3
211,146
2022 Q4
208,168
2023 Q1
213,251
2023 Q2
243,162
2023 Q3
243,347
2023 Q4
251,035
2024 Q1 (to date)
258,418
Active Stores by Quarter

Note: the store counts displayed in this section are based on actual historical store counts.

It's hard to know exactly when a Square Online store was first created but we use a heuristic that includes historical DNS data which 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 48.8% of Square Online stores.
  • Facebook is used by 44.3% of Square Online stores.
  • Twitter is used by 8.0% of Square Online stores.
Type
Stores
Instagram
126,052
Facebook
114,559
Twitter
20,608
Pinterest
7,317
YouTube
3,662
Snapchat
1,293
LinkedIn
183
Yelp
16
Tiktok
8
Facebook Group
6
WhatsApp
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.

  • 78% 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
201,343
Email
134,631

Top Categories For Square Online Stores

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

  • 6.3% of Square Online stores sell Food & Drink products.
  • 3.8% of Square Online stores sell Beauty & Fitness products.
  • 2.2% of Square Online stores sell Home & Garden products.

Top Countries For Square Online Stores

Here are the top countries for stores using Square Online.

  • 80.7% of Square Online stores are in United States
  • 7.7% of Square Online stores are in Canada
  • 5.7% of Square Online stores are in Australia
  • 3.0% of Square Online stores are in United Kingdom
Country
Stores
208,604
19,903
14,695
2,829
283
232
140

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.

  • 99.9% of Square Online stores have Unknown employees.
  • 0.1% of Square Online stores have 1 - 9 employees.
  • 0.0% of Square Online stores have 10 - 24 employees.
Employees
Stores
Unknown
258,095
1 - 9
156
10 - 24
45
25 - 49
36
50 - 99
25
100 - 249
30
250 - 999
14
1000 - 4999
11
5000+
6

Number Of Products Sold For Square Online Stores

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

  • 58.0% of Square Online stores sell 1 - 9 different products.
  • 2.2% of Square Online stores sell 10 - 24 different products.
  • 1.4% of Square Online stores sell 25 - 49 different products.
Products Sold
Stores
1 - 9
149,794
10 - 24
5,761
25 - 49
3,720
50 - 99
656
100 - 249
2,187
250 - 999
909
1000 - 4999
97
5000 - 9999
17
10000 - 24999
13
25000 - 99999
10

Top Technologies on Square Online Stores

We're tracking 153 different technologies that have 645,170 collective installs on Square Online stores.

  • Snowplow is used by 100.0% of Square Online stores.
  • Square is used by 100.0% of Square Online stores.
  • Facebook Pixel is used by 16.0% of Square Online stores.

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

Technology
Stores
258,408
258,407
22,824
6,838
2,200

Top Shipping Carriers Used By Square Online Stores

  • USPS is used by 5.0% of Square Online stores.
  • UPS is used by 1.7% 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
12,827
UPS
4,458
Fedex
1,548
Australia Post
1,453
Canada Post
1,424
Royal Mail
700
Purolator
125
Japan Post
21
DHL
12
Yamato Transport
11

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.

  • 46.3% of Square Online stores have a .com domain.
  • 41.8% of Square Online stores have a .site domain.
  • 2.5% of Square Online stores have a .com.au domain.
Top-level Domain
Stores
.com
119,523
.site
107,993
.com.au
6,587
.ca
5,945
.org
4,436
.net
3,978
.co.uk
2,840
.co
1,341
.shop
1,116
.us
462

Top Square Online Stores

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

Name
Domain
Rank
Created
THE LIFTS @ MT BALDY
6,526
2020/08/14
La Panaderia
8,140
2020/01/17
Broad Street Oyster Company
12,430
2019/08/23
L'Industrie Pizza
13,381
2021/06/11
Tea & Sympathy
14,381
2020/05/01

New Square Online Stores

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

Name
Domain
Rank
Created
Waterford Balloonfest
266,380
2024/03/01
Elite Gaming Gear
450,720
2024/03/01
Ashland Stove & Coal
1,389,250
2024/03/01
Hoosier Home Furnishings
1,850,991
2024/03/01
reroot farm
2,868,755
2024/03/01

Stores Switching to Square Online From Other Platforms

Over the last 90 days, Square Online has taken 1,219 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
La Panaderia
8,140
Shopify
2024/02/21
Ravine Vineyard Estate Winery
55,789
WineDirect
2024/02/05
DIY BAR PORTLAND
67,845
Shopify
2024/02/29
Fenoglio Boot Company
83,787
Lightspeed
2024/01/01
Valerio Coffee Roasters Inc
103,737
Shopify
2023/12/21

Stores Switching from Square Online To Other Platforms

Over the last 90 days, Square Online has lost 1,533 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
K PLACE
36,301
Shopify
2024/01/19
The Happy Fits
59,460
Shopify
2024/02/15
DR.SMOKE
67,705
Shopify
2024/01/29
Uji Time Dessert
71,092
Wix
2024/01/08
Bradley's Gift and Home
77,555
Shopify
2024/02/26

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.