Square Online Store Review (Re-Branded As Square Online)
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- Date Established
- San Francisco, CA
- Free plan available
- Easy to use
- Ideal for low-volume merchants
- All-in-one eCommerce and payment processing solution
- No coding knowledge required
- Limited customization
- Limited features
- Limited payment options
- Not suited for high-volume merchants
I think it’s fair to say at this point that Square has been instrumental in democratizing the payments space. Virtually anyone can open an account and start accepting payments anywhere, any time. These days, Square is taking that same attitude and applying it to a whole range of business services, creating an ecosystem that allows an entrepreneur to manage almost every aspect of their operation — from marketing and sales to employee timekeeping — with a single login.
That includes online selling. You can now set up an online store that functions perfectly within the Square ecosystem. And you can use Square’s new service, Square Online Checkout, to accept payments online, without even setting up an online store.
Although Square has offered an online store builder for a while, it has recently (March 2019) re-launched that platform following its acquisition of Weebly in 2018. The new online store builder uses Weebly’s software to provide an easy-to-use website builder with eCommerce functionality. In this review, we’ll be primarily discussing the new version of the online store builder called Square Online (this was previously called Square Online Store, but the company has recently re-branded to Square Online, which is how we’ll refer to it in this review). Although the legacy version of the software is still available to pre-re-launch legacy users, new users are not able to sign up for the older software. It seems that the new software is intended to replace the old.
Along with this software’s re-launch came a restructuring in pricing. The new online store builder offers a completely free plan; you just have to pay Square’s payment processing fees (as you would with any other eCommerce platform). However, this new online store builder also adds on paid plans, which give you access to a greater amount of storage and features.
There are a few distinct advantages and disadvantages to using Square Online. Most sellers (especially those already set up with other Square products) will find Square Online to be incredibly easy to use. You don’t need the slightest bit of web design, coding, or software experience to create your shop. On the other hand, higher-volume sellers (or those who are not already using Square for payments) may find the software to be too limited compared to other eCommerce options. Your perspective on this matter depends entirely upon your business’s current situation (and involvement with Square) and what you need from an eCommerce software.
In this review of Square Online, we’ll discuss everything the software has to offer as well as where it falls short. We’ll cover pricing, features, ease of use, support, and more. Read on for a complete, unbiased review of Square Online, or head over to our full review of all of Square’s products and services.
A quick note: Square Online is only available to merchants in the US and Canada. It also only supports online transactions that are made within the same country as the merchant. If you are based outside of the US or Canada, or if you make a lot of international sales, you should look elsewhere for your eCommerce solution. Take a look at our recommended shopping cart software for some ideas.
Table of Contents
Square Online has a unique pricing structure. Many merchants can use the platform completely free of charge. If you only need 500MB of storage, and you don’t mind processing your payments exclusively through Square, you can use the Free plan. You’ll only pay the usual credit card processing fees.
But if you need more storage, want to use a custom domain, or you want to remove the Square advertisements from your site, you have to subscribe to a paid pricing plan. Each step up in pricing gives you access to more features. If you want to save a bit of cash, you can pay for a full year of service upfront and get discounted rates. If you choose to pay annually, however, you should be sure that Square is the right payment processor and eCommerce platform for you. It is often very difficult (or impossible) to get refunds on annual subscriptions.
Here’s a quick breakdown of pricing for Square Online.
Square Online’s Free plan costs $0/month and includes:
- 2.9% + $0.30 per transaction (via Square)
- Unlimited products
- Automatic inventory, orders and items sync with Square POS
- Instagram integration
- Pinterest integration
- Free SSL security
- 500MB storage
- Inventory management
- Order status text alerts
- In-store and curbside pickup
- Sync with Square POS
- Automatic tax calculator
- Coupon codes
- Square gift cards
- SEO features
- Lead capture and contact forms
- Order customization
- Support via a community forum, email, chat, and phone
Square Online’s Professional plan costs $16/month or $12/month (billed annually) and includes everything in the Free plan, plus:
- 2.9% + $0.30 per transaction (via Square)
- Unlimited storage
- Remove Square ads
- Product badges
- Use a custom domain
Square Online’s Performance plan costs $29/month or $26/month (billed annually) and includes everything in the Professional plan, plus:
- 2.9% + $0.30 per transaction (via Square)
- Accept payments through PayPal
- Product reviews
- Shipping calculator
- Shipping labels
- Good shipping discounts
- Abandoned cart emails
- Integrated Facebook ads
- Priority support
- Advanced eCommerce statistics
Square Online’s Premium plan costs $79/month or $72/month (billed annually) and includes everything in the Performance plan, plus:
- 2.6% + $0.30 per transaction (via Square)
- Best shipping discounts
- Real-time shipping calculator
Cloud-Based Or Locally-Installed
Square Online is a cloud-based (online) software. There is nothing to download or install.
Hardware & Software Requirements
Since Square Online is a cloud-based solution, there are no software or hardware requirements that you need to meet. You should, however, make sure that you’re using the most recent version of the following compatible internet browsers: Chrome, Edge, Firefox, and Safari.
Specific Size Of Business
I think many people have an idea that Square is only for specific groups of merchants: coffee shops and take-out restaurants, or artists and crafters, for starters. But that’s not really true. Square’s numerous products are so expansive, and there are so many integrations available, that you can easily manage a restaurant, a coffee shop, a little artist booth, a pop-up retail store, even a full-fledged brick-and-mortar retail operation — plus your online store.
That said, there are some people for whom Square Online works best. For starters, Square Online is only available to merchants based in the US and Canada. Additionally, Square Online only lets you sell to customers who are within your country.
Square Online is also best for low-volume merchants who plan on using Square to build a modest online presence. Because Square Online is not the most robust eCommerce solution, it works best for businesses that plan on using the online store as an additional channel, not as their main selling platform.
As you might guess, Square Online is designed for merchants who are already processing payments via Square. For these sellers, the online store makes perfect sense, adding an easy-to-use site to the Square ecosystem that they already have in place. However, merchants who do not primarily use Square to process payments (or to manage POS and inventory), may not find much value in the platform. In fact, for these merchants, I do not think Square Online is the best option. There are plenty more customizable eCommerce software options out there for about the same price. Merchants who are not already part of the Square ecosystem should instead look into Shopify, 3dcart, and BigCommerce. These are a few of our favorite eCommerce software, and they work for nearly all sellers.
Finally, Square Online is not a good solution for high-risk merchants. To use the software, you have to be using Square to process payments, and Square will boot you from your account if your services are included in its list of prohibited items and businesses. Make sure you check out that list before you sign up for any Square product.
Ease Of Use
Like Square’s other products, Square Online is designed with the user in mind. It is easy to create a store, import your products, and adjust your site to fit your brand.
When you first sign up for a trial of the platform, you are immediately directed to begin creating your site. You can choose a general layout for your site as well as your preferred colors and fonts. You can also import a logo. Don’t be afraid to try something out in this stage. You can adjust everything later.
If you’re at all familiar with the website builder Weebly, you’ll recognize Square Online’s design tools. Square now uses Weebly as its online store builder software. (We also have a separate review of Weebly, if you’re interested.)
Once I had a rough design in place, I decided to add an item. You can add items from your storefront view or your admin panel. You can also import products from your Square POS to make the setup process just a little bit easier. Here’s what the “add a product” page looks like:
It was easy to fill out the product details. I added an item type (physical, digital, donation, membership, event, or service), a name, a photo (or multiple photos), and a description. This is also where you can add variants (such as multiple colors or sizes) and select a category for your product. Scroll down a bit further, and you’ll see some more of Square’s advanced options, such as modifiers and SEO settings. You can also disable or enable an individual item’s visibility in the store if you’re not quite ready to launch a particular item.
In general, my experience with using Square Online was easy-going. For me, there was just one sticking point. When I tried logging in again after I initially began building my site, I had some trouble finding my online store. From my main Square admin panel, I would select “Online Store,” and I’d arrive at the page you see below. However, when I clicked the “Preview Your New Store” button, I would arrive at one of two pages. Sometimes I’d land in my new page’s dashboard, and sometimes I’d end up in the design tool. As far as I can tell, it is not possible to navigate to the dashboard from the design tool. This made it difficult (and occasionally impossible) to access my dashboard, which was pretty frustrating.
In short, my experience with Square Online was occasionally frustrating when I was trying to locate specific features (most notably, the dashboard). However, once I had arrived at the correct pages, I found Square Online to be very intuitive and easy to use. Square Online still has a few bugs to work out, but once those problems are resolved, I think it will be highly usable.
Square Online offers enough features to get the majority of small businesses moving. While features on the free plan may be too limiting for most merchants, offerings significantly improve on the paid plans. I have to admit that, overall, I am not particularly impressed with Square Online’s features. Although I think they are sufficient for getting a small online store up and running, I don’t think this platform is the best for handling a large volume of online orders. Without further ado, here are the main features you’ll get with Square Online:
- Dashboard: As I mentioned in the Ease Of Use section above, I had some difficulty locating my dashboard. Once I found it, however, I was pleased with its usability. From the dashboard, you can access your marketing tools, insights, website design tools, and your store’s back end. In the store back end, you can find important pages, such as your items, orders, coupons, store emails, and settings.
- Products: Square Online offers a lot of functionality when it comes to listing products. You can list many different types of products, including not just physical and digital products but also donations, memberships, services, event tickets, and carry-out orders (Square even integrates with Postmates). Also, you can list multiple product variants (such as size and color) and allow customers to use modifiers (such as the ability to add custom text to a product). Display your items with multiple product images, and get everything up and running quickly with bulk import and export features. Here’s what a product looked like on my site when I had everything set up:
- Multi-Channel Selling: Square Online syncs with your Square POS system to easily enable multi-channel selling. These two systems work together to track your inventory, even as you sell online and in-person. You can also allow customers to pick up their online orders in-store. Additionally, Square Online provides tools for creating password-protected pages. That means B2B sellers can make their wholesale products visible only to approved buyers.
- Tax Calculator: Charge accurate rates with Square Online’s automatic tax calculator. This tax calculator works for states within the US.
- Inventory Management: Track inventory across your online store and physical locations. Inventory totals update with each sale.
- Marketing: Square Online provides many tools for marketing. One of these tools is the ability to create and advertise coupon codes. Admittedly, these coupons are pretty basic; you can take a percentage or a flat rate off, or you can offer free shipping. You can also allow customers to leave product reviews, and you can sell and accept gift cards to encourage repeat purchases. There are also features for collecting information via contact forms. Users on the Performance plan also get access to Facebook ads and an abandoned cart saver. There’s a pretty broad scope of what you can do with Square Online’s marketing.
- Shipping Features: The level of shipping features that you can access depends on your subscription level. All plans include the ability to choose shipping carriers, purchase and print labels, track shipments, and send order-status text alerts. The Free plan only lets you charge shipping rates based on a few factors. You can set rates based on weight, order total, or item quantity. You can also set a flat rate for shipping or just allow free shipping. On the Premium plan, however, you get access to much more accurate real-time shipping rates with FedEx, UPS, and USPS.
- SEO Tools: Square Online comes with a number of SEO tools, including an optimized HTML format and mobile-friendly design. You can also add permalinks, SEO titles, and SEO descriptions to your products.
- Reports & Analytics: Square Online insights give you a look into your unique visits, page views, average pages per unique visit, and more.
- Square Online Checkout: Square has recently released this new service, which allows you to collect payments, sell items, offer subscription services, and accept donations online without setting up an online store. Square Online Checkout lets you create links and buttons that redirect customers immediately to a checkout page. If you’re selling items, an image of that item is present on the checkout page, and customers can complete payment immediately. The advantage of this service is that you can now embed links in your marketing materials that take customers directly to checkout. What’s more, you don’t even need an online store to make it work — you just have to be signed up with Square. Read more about Square Online Checkout.
- Square Ordering & Delivery: Square recently launched some new features specifically created to help restaurants adapt despite seating limitations and closures during COVID restrictions.
- Free Ordering Page: Import your existing items into Square Online to create a free ordering page. Online orders are displayed at your restaurant point of sale system and kitchen printers. You’ll find features like order scheduling, order tipping, order stagging, customizable page layout, multi-location support, Square Pay, Apple and Google Pay, and the ability to import an Instagram feed.
- On-Demand Delivery: Square now offers on-demand delivery so that when your customer places an order for delivery, a courier from a service (e.g., Postmates) automatically gets dispatched to fulfill the order for a flat fee of $1.50. Since your customer is ordering through your site, you can pass the delivery costs to them, pay it yourself, or create some other offer (e.g., free delivery over $30).
- In-House Delivery: You also have the freedom to utilize your own delivery team. The Square restaurant ordering page allows you to set delivery radius, delivery fees, minimum order, and estimated delivery time so that you can control more about the process. Square charges $0.50 per order to activate this delivery feature at your checkout page.
- Pickup: The free new Square Online restaurant page also allows you to enable curbside pickup options and provide instructions to your customers for no added charge.
Unlike most other online store builders, Square Online does not have any themes to choose from. Instead of selecting a premade theme, you choose a starting point for your site. You can take your pick of layout, fonts, and colors as you set up your account. All of these elements can be changed over and over again as you hone your design.
From this starting point, you can add website pages to build out your site. Each webpage is essentially a collection of content blocks. To change your layout, you can add, remove, and rearrange these blocks. The blocks make it easy and fast to get started with your site. Take a look at a few options below:
While these content blocks certainly have their advantages, they aren’t the perfect tool, particularly for those who have a specific vision for their site. When you go to edit each content block, you’ll notice some limitations.
For example, although you can change the size of your text, your three options for sizing are small, medium, and large. Furthermore, you cannot adjust the size, shape, or location of text boxes. That makes it very difficult to fit text into your site in the exact way you had in mind. There were also times that I wanted to bold my text, but I was not allowed to.
There are a few other limitations that you should keep in mind as you consider Square Online. To add a piece of content to your site, you have to select one of Square Online’s premade content blocks. You can’t simply add a text box to your website; you have to add an entire block. Also, there are no tools available for editing HTML or CSS. That means you cannot use web developers or designers to adjust the code of your site. All of the changes have to be made in the design tool.
Again, there are advantages and disadvantages to Square Online’s web design. Although the tools are easy to use (and make it quick to set up your site), they are not very customizable, which may be frustrating for some. Keep in mind your own needs and priorities as you consider Square Online.
Integrations & Add-Ons
Square Online integrates with a total of 125+ add-ons and third-party software, including options for accounting, point of sale, invoicing, marketing, loyalty, and more. While 125 is not the largest integration collection we’ve ever seen, it’s still a respectably-sized pool. Included within these integrations is a pretty cool integration with Instagram. When you integrate with Instagram, users who click on images of your products in your Instagram account are redirected to your Square Online to complete checkout (learn our top tips and trick for selling on Instagram).
Additionally, Square integrates with many other eCommerce software (such as BigCommerce, 3dcart, and WooCommerce). That means you can choose to use different eCommerce software to build your website while still processing payments through Square.
Finally, Square offers a number of APIs, which developers can use to build custom connections and add-ons.
Your options (and rates) for processing online payments depends on your subscription level.
Merchants on the Free and Professional plans can process payments only through Square at the typical rate of 2.9% + $0.30 per transaction.
Merchants on the Performance plan can also process payments through Square at 2.9% + $0.30 per transaction, and they can accept payments through PayPal at 2.9% + $0.30 per transaction.
Merchants on the Premium plan gain access to a discounted processing rate with Square. It costs 2.6% + $0.30 per transaction. The rates for PayPal remain the same.
All merchants can enable Google Pay, Apple Pay, and Square Pay to accept payments as well.
One of the big advantages of using Square to process payments is instant deposits. Many merchant accounts and payment service providers can take up to three business days to make funds available to you. With Square, you can get funds immediately. Square also offers a chargeback protection program and does not charge any chargeback fees. For more information, read our article on how to accept online payments with Square.
Customer Service & Technical Support
Customer support is available to all users, whether you’re on the Free plan or a paid plan. You can access this support primarily through phone, email, live chat, and the help center. Here’s a full list of all your support options:
- Phone: Phone support is available Mon-Fri 6 AM-6 PM PST and Sat-Sun 8 AM-5 PM PST.
- Email: You can get support via email 24/7.
- Live Chat: Live chat is available Mon-Fri 6 AM-6 PM PST and Sat-Sun 8 AM-5 PM PST.
- In-Software Help: Within the Square Online dashboard, you’ll find a link to the help center.
- Help Center: Square Online’s help center is organized into sections to make it easier to find answers to your questions. You can also use the search bar to search topics more specifically. Many support articles include up-to-date screenshots, which are particularly helpful. That said, I did run into a bit of trouble while searching in the help center. I could not find articles to answer many of my questions. I hope Square continues to expand its help center in the future.
- Community Forum: The community forum contains answers to commonly searched questions. Like the help center, the forum is organized into categories. The forum is also a place to give feedback and vote on features.
- Videos: Square has a YouTube channel, which it uses to discuss all its products. More recently, Square has begun posting videos discussing Square Online.
- Blog: Square’s Town Square blog posts regular updates on payment processing and managing a business with Square.
- Social Media: Square is active on Twitter, Facebook, YouTube, and Instagram.
Negative Reviews & Complaints
Square Online is a relatively new offering (especially the most recent version, which uses Weebly’s software). Because this service is so new, it was difficult to find user reviews that discussed specifically the online store features. After a thorough search, I was only able to find three reviews from real customers that talked about the advantages and disadvantages of the software. Here’s the only negative review I found:
- Account Stability Issues: This is one of the huge complaints about Square in general. Like many other payment service providers (PSPs), Square can revoke your account if it considers you to be high-risk. When you’re a high-risk merchant on the Square Online, not only can it revoke your payment account, but it will also remove you from the online store platform.
To add to this one negative review, I am listing the disadvantages that I have found with using Square Online:
- Limited Features: Square Online has enough features to satisfy the needs of many lower-volume sellers; however, merchants who have a lot of sales through their online portal may encounter some difficulty. There simply aren’t as many options available as there are in other eCommerce software. For example, you are only able to create three types of coupons: a flat-rate discount, a percent discount, and free shipping. Other eCommerce options allow for more complex coupons, such as “buy one get one free” and discounts on specific products and categories. Further, shipping features are relatively limited on the lower level plans. You need to be on the Premium plan to access real-time shipping rates.
- Limited Payment Options: Square Online also has limited payment options. To use the software, you have to process payments through Square. On the Performance and Premium plans, you can also use PayPal. In contrast, most eCommerce solutions offer at least 40 payment options to choose from.
Positive Reviews & Testimonials
As I mentioned, there were only a handful of reviews listed anywhere online. Those few user reviews had mostly positive things to say about Square Online. Here’s what they mention:
- Free Option: It’s pretty awesome that you can build an entire online store for no more than the cost of processing payments. This isn’t a very common offering, and it’s cool that it’s an option with Square.
- Easy To Set Up: Square Online’s design tools make it easy to get your store online quickly. Syncing your store with your Square POS makes importing products quick as well.
- Versatile: You can sell a variety of types of products through your online store. You can sell physical and digital products and even carry-out orders and event tickets.
Square Online offers all the security features you can expect from an eCommerce solution. Square is Level 1 PCI compliant, and it uses SSL/TLS encryption. Square Online also tests its security with regular vulnerabilities testing and a public bug bounty. Square also regularly releases updates and patches to strengthen security.
Square Online Store
So is Square Online the right choice for you? To put it simply: It depends.
Overall, I think Square Online is an excellent solution for Square merchants. The store integrates seamlessly with Square’s other products, and if you only need 500MB of storage, you can get the software (and hosting and support) completely free of charge!
That said, for merchants who are looking for a stand-alone eCommerce solution, there are many better options. Square Online is somewhat limited in its features, and even Square Online’s paid plans don’t include enough functionality to justify the cost. For comparison, both Shopify and 3dcart offer plans at $29/month that have much more to offer than Square Online’s similarly priced plan. So if you are hoping to build your online platform into your primary sales channel, we recommend looking elsewhere. Take a look at our top recommendations for eCommerce software to get started.
Do you still have questions? Do you have personal experience with Square’s Online Store? Leave your comments below and let us know what you think!
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We've done in-depth research on each and confidently recommend them.