Brandwave

How popular isSquare?

In September 2026, people searched for Square by name about 8,300 times in Australia, a 38.3% increase from the previous year. These searches made up 15.6% of all Australia EFTPOS provider searches, placing Square third out of five providers. When we asked both ChatGPT and Google AI Overviews about EFTPOS providers, Square appeared in three of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Square is the third most searched of 5 competitors and the third most recommended in AI answers.

  1. TyroShare of searches 44.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. ZellerShare of searches 35.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. SquareShare of searches 15.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. SmartpayShare of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. CommBankShare of searches 1.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top EFTPOS providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Square was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Square is the third most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Zeller1st
  2. CommBank2nd
  3. Square3rd
  4. Tyro4th
  5. Smartpay–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Zeller5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tyro4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CommBank4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Square3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smartpay0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about EFTPOS providers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which EFTPOS providers compete with Square?

Square against EFTPOS providers in Australia, by month

Share of searches by month for Tyro, Zeller, Square, Smartpay. The figures are in the table below the chart.

View monthly share of searches table
MonthTyroZellerSquareSmartpayCommBank
Oct 202544.7%34.3%13.6%5.4%2%
Nov 202545.2%34.7%13.8%4.4%2%
Dec 202548.8%31.4%13%4.9%1.8%
Jan 202645.1%33.4%14.8%5.1%1.6%
Feb 202650.3%31.1%12.3%4.8%1.5%
Mar 202645.4%34.5%13.6%4.3%2.3%
Apr 202645.4%34.4%15%3.6%1.6%
May 202648.9%30.8%15.6%3.2%1.5%
Jun 202647.1%29.9%18.2%3.1%1.7%
Jul 202646.5%29.3%18.7%3.8%1.7%
Aug 202645.7%34.7%15.3%2.3%2%
Sep 202644.8%35.2%15.6%2.4%1.9%

  1. 1.Tyro

    44.8%

    Held 1st. 23.8K estimated branded searches, +19% vs prior month. Share -0.9 points.

  2. 2.Zeller

    35.2%

    Held 2nd. 18.7K estimated branded searches, +23% vs prior month. Share +0.5 points.

  3. 3.Square

    15.6%

    Held 3rd. 8.3K estimated branded searches, +23.9% vs prior month. Share +0.3 points.

  4. 4.Smartpay

    2.4%

    Held 4th. 1.3K estimated branded searches, +30% vs prior month. Share +0.2 points.

  5. 5.CommBank

    1.9%

    Held 5th. 1K estimated branded searches, +13.6% vs prior month. Share -0.1 points.

Compare popularity between Square and its closest rivals

Every comparison with Square

4 comparisons

How has branded search demand for Square changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Square in Australia rose from 6K to 8.3K.
  • Across the 12 months ending September 2026, Square’s share of searches among EFTPOS providers in Australia increased from 13.6% to 15.6%.
  • Across the 12 months ending September 2026, Square’s share of searches among EFTPOS providers in Australia peaked at 18.7% in July 2026 and was lowest at 12.3% in February 2026.

How did search popularity change for Australia EFTPOS providers in September 2026?

5 changes

  1. In September 2026, Zeller gained share of searches among EFTPOS providers in Australia, from 34.7% to 35.2%.

  2. In September 2026, Tyro lost share of searches among EFTPOS providers in Australia, from 45.7% to 44.8%.

  3. Estimated monthly branded searches for Square in Australia rose 38.3% over 12 measured months, from 6K to 8.3K in September 2026.

  4. Estimated monthly branded searches for CommBank in Australia rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

  5. Estimated monthly branded searches for Smartpay in Australia fell 45.8% over 12 measured months, from 2.4K to 1.3K in September 2026.

How are Square’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Square’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • square eftpos
  • square pos

How the Brand Demand Index is measured

Who owns Square?

Square is owned by Block. Brandwave also tracks Afterpay, owned by the same company, in Australia.

Do you work for Square? To request corrections or removal please contact us via our support page and we will be happy to assist.

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