Brandwave

How popular isSumUp?

In September 2026, people searched for SumUp by name about 112,000 times in the United Kingdom, a 20.8% increase from the previous year. These searches made up 76% of all United Kingdom card machine provider searches, placing SumUp first out of five providers. When we asked both ChatGPT and Google AI Overviews about card machine providers, SumUp appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

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

  1. SumUpShare of searches 76%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. ZettleShare of searches 15.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. DojoShare of searches 3.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. SquareShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. TakepaymentsShare of searches 2.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top card machine providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SumUp appeared in all five answers. SumUp is the most recommended of the five.

Most recommended by AI

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

  1. SumUp1st
  2. Square2nd
  3. Zettle3rd
  4. Dojo4th
  5. Takepayments–

Mentioned by AI

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

  • SumUp5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Square5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Zettle2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dojo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Takepayments0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about card machine providers

5 answers

  • Asked ChatGPT

    “What's the best card machine for a small business in the UK?”

    1. 1Square
    2. 2SumUp
    3. 3Zettle

  • Asked ChatGPT

    “Which UK card machine provider has the lowest fees?”

    1. 1SumUp
    2. 2Square

  • Asked ChatGPT

    “What card readers do small shops in the UK use?”

    1. 1SumUp
    2. 2Square
    3. 3Zettle
    4. 4Dojo

  • Searched Google, AI Overview

    “card machine”

    1. 1SumUp
    2. 2Square

  • Searched Google, AI Overview

    “card machines for small business”

    1. 1SumUp
    2. 2Square

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.

Which card machine providers compete with SumUp?

SumUp against card machine providers in the United Kingdom, by month

Share of searches by month for SumUp, Zettle, Dojo, Square, Takepayments. The figures are in the table below the chart.

View monthly share of searches table
MonthSumUpZettleDojoSquareTakepayments
Oct 202561.6%27.6%4.8%3%3%
Nov 202566.9%24.6%3.6%2.7%2.2%
Dec 202567.2%24.6%3.4%2.7%2.2%
Jan 202666.3%24.2%3.6%2.6%3.2%
Feb 202664.5%23.6%4.3%3.8%3.8%
Mar 202664.8%23.7%4.5%3.9%3.1%
Apr 202668.8%20.6%4.6%3.3%2.7%
May 202669.5%20.8%4.1%2.8%2.8%
Jun 202673.5%18.1%3.6%2.4%2.4%
Jul 202669.1%20.7%4.1%3.4%2.7%
Aug 202672.2%17.7%3.7%3.5%2.9%
Sep 202676%15.3%3.7%2.5%2.5%

  1. 1.SumUp

    76%

    Held 1st. 110K estimated branded searches, +21.5% vs prior month. Share +3.7 points.

  2. 2.Zettle

    15.3%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share -2.4 points.

  3. 3.Dojo

    3.7%

    Held 3rd. 5.4K estimated branded searches, +17.4% vs prior month. Share +0.1 points.

  4. 4.Square

    2.5%

    Held 4th. 3.6K estimated branded searches, -18.2% vs prior month. Share -1 points.

  5. 5.Takepayments

    2.5%

    Held 5th. 3.6K estimated branded searches, 0% vs prior month. Share -0.4 points.

Compare popularity between SumUp and its closest rivals

Every comparison with SumUp

7 comparisons

How has branded search demand for SumUp changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for SumUp in the United Kingdom rose from 92.4K to 112K.
  • Across the 12 months ending September 2026, SumUp’s share of searches among card machine providers in the United Kingdom increased from 61.6% to 76%.

How did search popularity change for United Kingdom card machine providers in September 2026?

5 changes

  1. In September 2026, SumUp gained share of searches among card machine providers in the United Kingdom, from 72.2% to 76%.

  2. In September 2026, Zettle lost share of searches among card machine providers in the United Kingdom, from 17.7% to 15.3%.

  3. In September 2026, Square lost share of searches among card machine providers in the United Kingdom, from 3.5% to 2.5%.

  4. Estimated monthly branded searches for Dojo in the United Kingdom fell 22.9% over 12 measured months, from 7K to 5.4K in September 2026.

  5. Estimated monthly branded searches for Takepayments in the United Kingdom fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

How are SumUp’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using SumUp’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.

  • sumup
  • sumup epos
  • sumup pos

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

How the Brand Demand Index is measured

Where does SumUp compete?

SumUp is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Card machine providers1st of 576%Shown above
EPOS systems5th of 63.4%Show ranking
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Is SumUp your brand?

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