---
title: "Card machine providers in the United Kingdom: Which are searched most?"
description: "Compare the card machines and readers UK small businesses take payments with. Share of Search among SumUp, Zettle, Dojo, Square and Takepayments, the card machine providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-card-machine-providers"
publisher: "Brandwave"
---

# Card machine providers in the United Kingdom: Which are searched most?

Compare the card machines and readers UK small businesses take payments with. Share of Search among SumUp, Zettle, Dojo, Square and Takepayments, the card machine providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Card machine providers
- **Market**: United Kingdom
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: SumUp, 76%

## Which brand is most popular in search among card machine providers in the United Kingdom?

- In September 2026, SumUp was the most searched among card machine providers in the United Kingdom, with an estimated 110K branded searches, 76% of all searches for the five we track.
- Zettle is in 2nd place, 60.6 percentage points behind at 15.3%.
- 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%.
- Across the 12 months ending September 2026, Zettle’s share of searches among card machine providers in the United Kingdom decreased from 27.6% to 15.3%.
- Across the 12 months ending September 2026, Dojo’s share of searches among card machine providers in the United Kingdom decreased from 4.8% to 3.7%.
- Across the 12 months ending September 2026, Square’s share of searches among card machine providers in the United Kingdom decreased from 3% to 2.5%.
- Across the 12 months ending September 2026, Takepayments’ share of searches among card machine providers in the United Kingdom decreased from 3% to 2.5%.
- Across the 12 months ending September 2026, Dojo’s share of searches among card machine providers in the United Kingdom peaked at 4.8% in October 2025 and was lowest at 3.4% in December 2025.
- Across the 12 months ending September 2026, Square’s share of searches among card machine providers in the United Kingdom peaked at 3.9% in March 2026 and was lowest at 2.4% in June 2026.
- Across the 12 months ending September 2026, Takepayments’ share of searches among card machine providers in the United Kingdom peaked at 3.8% in February 2026 and was lowest at 2.2% in December 2025.

## Top card machine providers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, SumUp and Square appeared every time. SumUp was recommended most often, coming first in four out of five answers. Square was second, and Zettle was third. Takepayments, which ranked fifth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| SumUp | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Square | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Zettle | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Dojo | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Takepayments | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about card machine providers

- Asked ChatGPT "What's the best card machine for a small business in the UK?": 1. Square, 2. SumUp, 3. Zettle
- Asked ChatGPT "Which UK card machine provider has the lowest fees?": 1. SumUp, 2. Square
- Asked ChatGPT "What card readers do small shops in the UK use?": 1. SumUp, 2. Square, 3. Zettle, 4. Dojo
- Searched Google, AI Overview "card machine": 1. SumUp, 2. Square
- Searched Google, AI Overview "card machines for small business": 1. SumUp, 2. Square

Not named in any answer: Takepayments.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026.

## Compare search popularity between leading brands

- [SumUp vs Zettle: compare search popularity](/demand/uk/compare/sumup-vs-zettle): 76% against 15.3% Share of Search.
- [SumUp vs Dojo: compare search popularity](/demand/uk/compare/dojo-payments-vs-sumup): 76% against 3.7% Share of Search.
- [SumUp vs Square: compare search popularity](/demand/uk/compare/square-vs-sumup): 76% against 2.5% Share of Search.
- [SumUp vs Takepayments: compare search popularity](/demand/uk/compare/sumup-vs-takepayments): 76% against 2.5% Share of Search.
- [Zettle vs Dojo: compare search popularity](/demand/uk/compare/dojo-payments-vs-zettle): 15.3% against 3.7% Share of Search.
- [Zettle vs Square: compare search popularity](/demand/uk/compare/square-vs-zettle): 15.3% against 2.5% Share of Search.
- [Zettle vs Takepayments: compare search popularity](/demand/uk/compare/takepayments-vs-zettle): 15.3% against 2.5% Share of Search.
- [Dojo vs Square: compare search popularity](/demand/uk/compare/dojo-payments-vs-square): 3.7% against 2.5% Share of Search.
- [Dojo vs Takepayments: compare search popularity](/demand/uk/compare/dojo-payments-vs-takepayments): 3.7% against 2.5% Share of Search.
- [Square vs Takepayments: compare search popularity](/demand/uk/compare/square-vs-takepayments): 2.5% Share of Search each.

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

- In September 2026, SumUp gained share of searches among card machine providers in the United Kingdom, from 72.2% to 76%.
- In September 2026, Zettle lost share of searches among card machine providers in the United Kingdom, from 17.7% to 15.3%.
- In September 2026, Square lost share of searches among card machine providers in the United Kingdom, from 3.5% to 2.5%.
- 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.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | SumUp | 76% | 110K | +21.5% | SumUp |
| 2 | Zettle | 15.3% | 22.2K | 0.0% | Zettle |
| 3 | Dojo | 3.7% | 5.4K | +17.4% | Dojo |
| 4 | Square | 2.5% | 3.6K | -18.2% | Block |
| 5 | Takepayments | 2.5% | 3.6K | 0.0% | Takepayments |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | SumUp | 90.5K | 61.6% | 1 |
| Oct 2025 | Zettle | 40.5K | 27.6% | 2 |
| Oct 2025 | Dojo | 7K | 4.8% | 3 |
| Oct 2025 | Square | 4.4K | 3% | 4 |
| Oct 2025 | Takepayments | 4.4K | 3% | 5 |
| Nov 2025 | SumUp | 110K | 66.9% | 1 |
| Nov 2025 | Zettle | 40.5K | 24.6% | 2 |
| Nov 2025 | Dojo | 6K | 3.6% | 3 |
| Nov 2025 | Square | 4.4K | 2.7% | 4 |
| Nov 2025 | Takepayments | 3.6K | 2.2% | 5 |
| Dec 2025 | SumUp | 90.5K | 67.2% | 1 |
| Dec 2025 | Zettle | 33.1K | 24.6% | 2 |
| Dec 2025 | Dojo | 4.6K | 3.4% | 3 |
| Dec 2025 | Square | 3.6K | 2.7% | 4 |
| Dec 2025 | Takepayments | 2.9K | 2.2% | 5 |
| Jan 2026 | SumUp | 90.5K | 66.3% | 1 |
| Jan 2026 | Zettle | 33.1K | 24.2% | 2 |
| Jan 2026 | Dojo | 4.9K | 3.6% | 3 |
| Jan 2026 | Takepayments | 4.4K | 3.2% | 4 |
| Jan 2026 | Square | 3.6K | 2.6% | 5 |
| Feb 2026 | SumUp | 74K | 64.5% | 1 |
| Feb 2026 | Zettle | 27.1K | 23.6% | 2 |
| Feb 2026 | Dojo | 4.9K | 4.3% | 3 |
| Feb 2026 | Square | 4.4K | 3.8% | 4 |
| Feb 2026 | Takepayments | 4.4K | 3.8% | 5 |
| Mar 2026 | SumUp | 90.5K | 64.8% | 1 |
| Mar 2026 | Zettle | 33.1K | 23.7% | 2 |
| Mar 2026 | Dojo | 6.3K | 4.5% | 3 |
| Mar 2026 | Square | 5.4K | 3.9% | 4 |
| Mar 2026 | Takepayments | 4.4K | 3.1% | 5 |
| Apr 2026 | SumUp | 90.5K | 68.8% | 1 |
| Apr 2026 | Zettle | 27.1K | 20.6% | 2 |
| Apr 2026 | Dojo | 6K | 4.6% | 3 |
| Apr 2026 | Square | 4.4K | 3.3% | 4 |
| Apr 2026 | Takepayments | 3.6K | 2.7% | 5 |
| May 2026 | SumUp | 90.5K | 69.5% | 1 |
| May 2026 | Zettle | 27.1K | 20.8% | 2 |
| May 2026 | Dojo | 5.4K | 4.1% | 3 |
| May 2026 | Square | 3.6K | 2.8% | 4 |
| May 2026 | Takepayments | 3.6K | 2.8% | 5 |
| Jun 2026 | SumUp | 110K | 73.5% | 1 |
| Jun 2026 | Zettle | 27.1K | 18.1% | 2 |
| Jun 2026 | Dojo | 5.4K | 3.6% | 3 |
| Jun 2026 | Square | 3.6K | 2.4% | 4 |
| Jun 2026 | Takepayments | 3.6K | 2.4% | 5 |
| Jul 2026 | SumUp | 90.5K | 69.1% | 1 |
| Jul 2026 | Zettle | 27.1K | 20.7% | 2 |
| Jul 2026 | Dojo | 5.4K | 4.1% | 3 |
| Jul 2026 | Square | 4.4K | 3.4% | 4 |
| Jul 2026 | Takepayments | 3.6K | 2.7% | 5 |
| Aug 2026 | SumUp | 90.5K | 72.2% | 1 |
| Aug 2026 | Zettle | 22.2K | 17.7% | 2 |
| Aug 2026 | Dojo | 4.6K | 3.7% | 3 |
| Aug 2026 | Square | 4.4K | 3.5% | 4 |
| Aug 2026 | Takepayments | 3.6K | 2.9% | 5 |
| Sep 2026 | SumUp | 110K | 76% | 1 |
| Sep 2026 | Zettle | 22.2K | 15.3% | 2 |
| Sep 2026 | Dojo | 5.4K | 3.7% | 3 |
| Sep 2026 | Square | 3.6K | 2.5% | 4 |
| Sep 2026 | Takepayments | 3.6K | 2.5% | 5 |

## What is being compared

- **Dojo**: Measured on the search terms “dojo card machine” and “dojo payments”, summed into one figure.
- **Square**: Measured on the search term “square card reader”.
- **SumUp**: Measured on the search term “sumup”.
- **Takepayments**: Measured on the search term “takepayments”.
- **Zettle**: Measured on the search term “zettle”.

- [Dojo](/demand/uk/brands/dojo-payments)
- [Square](/demand/uk/brands/square)
- [SumUp](/demand/uk/brands/sumup)
- [Takepayments](/demand/uk/brands/takepayments)
- [Zettle](/demand/uk/brands/zettle)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among card machine providers in the United Kingdom?

In September 2026, SumUp was the most searched among card machine providers in the United Kingdom, with an estimated 110K branded searches, 76% of all searches for the five we track.

## Cite this page

Brandwave. "Card machine providers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-card-machine-providers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-card-machine-providers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.