Square vs SumUp:Which is more popular?
In September 2026, SumUp had more branded searches than Square among card machine providers in the United Kingdom. SumUp had about 110,000 branded searches, while Square had 3,600. SumUp made up 76% of all card machine provider searches we track, and Square accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about card machine providers, both Square and SumUp appeared in all five answers. SumUp was mentioned before Square in four out of five answers.
Who do people search for more?
SumUp, about 31 searches for every 1 for Square
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
SumUp, named ahead of Square in 4 of 5 answers
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Top card machine providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Square and SumUp showed up in all five answers. SumUp was listed before Square in four of them.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- SumUp1st
Square2nd
Zettle3rd
Dojo4th
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?”
Asked ChatGPT
“Which UK card machine provider has the lowest fees?”
Asked ChatGPT
“What card readers do small shops in the UK use?”
Searched Google, AI Overview
“card machine”
Searched Google, AI Overview
“card machines for small business”
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.
Is Square or SumUp more popular in search?
This chart shows how often people search Google for Square and SumUp by name. Each line represents a brand's share of searches for all five card machine providers we track, month by month, from searches in United Kingdom.
Share of searches by month for SumUp, Square. The figures are in the table below the chart.
View monthly share of searches table
| Month | SumUp | Zettle | Dojo | Square | Takepayments |
|---|---|---|---|---|---|
| Oct 2025 | 61.6% | 27.6% | 4.8% | 3% | 3% |
| Nov 2025 | 66.9% | 24.6% | 3.6% | 2.7% | 2.2% |
| Dec 2025 | 67.2% | 24.6% | 3.4% | 2.7% | 2.2% |
| Jan 2026 | 66.3% | 24.2% | 3.6% | 2.6% | 3.2% |
| Feb 2026 | 64.5% | 23.6% | 4.3% | 3.8% | 3.8% |
| Mar 2026 | 64.8% | 23.7% | 4.5% | 3.9% | 3.1% |
| Apr 2026 | 68.8% | 20.6% | 4.6% | 3.3% | 2.7% |
| May 2026 | 69.5% | 20.8% | 4.1% | 2.8% | 2.8% |
| Jun 2026 | 73.5% | 18.1% | 3.6% | 2.4% | 2.4% |
| Jul 2026 | 69.1% | 20.7% | 4.1% | 3.4% | 2.7% |
| Aug 2026 | 72.2% | 17.7% | 3.7% | 3.5% | 2.9% |
| Sep 2026 | 76% | 15.3% | 3.7% | 2.5% | 2.5% |
How has the Square and SumUp comparison changed over the last 12 months?
3 findings
- SumUp was ahead of Square in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Square’s share of searches among card machine providers in the United Kingdom moved from 3% to 2.5%, and its estimated monthly branded searches moved from 4.4K to 3.6K.
- Across the 12 months ending September 2026, SumUp’s share of searches among card machine providers in the United Kingdom moved from 61.6% to 76%, and its estimated monthly branded searches moved from 90.5K to 110K.
How did search popularity change for United Kingdom card machine providers in September 2026?
2 changes
In September 2026, SumUp gained share of searches among card machine providers in the United Kingdom, from 72.2% to 76%.
In September 2026, Square lost share of searches among card machine providers in the United Kingdom, from 3.5% to 2.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Square’s and SumUp’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among card machine providers
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