--- title: "Square vs SumUp: Which is searched more in the United Kingdom?" description: "Is Square or SumUp more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Card machine providers set in the United Kingdom. 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/compare/square-vs-sumup" publisher: "Brandwave" --- # Square vs SumUp: Which is searched more in the United Kingdom? Is Square or SumUp more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Card machine providers set in the United Kingdom. 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 - **Compared**: Square and SumUp - **Competitive set**: Card machine providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Square Share of Search**: 2.5% - **SumUp Share of Search**: 76% ## Is Square or SumUp more popular in search? - 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%. - 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. ## 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. 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. ## 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, Square lost share of searches among card machine providers in the United Kingdom, from 3.5% to 2.5%. ## Month by month | Month | Square estimated searches | Square Share of Search | Square rank | SumUp estimated searches | SumUp Share of Search | SumUp rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.4K | 3% | 4 | 90.5K | 61.6% | 1 | | Nov 2025 | 4.4K | 2.7% | 4 | 110K | 66.9% | 1 | | Dec 2025 | 3.6K | 2.7% | 4 | 90.5K | 67.2% | 1 | | Jan 2026 | 3.6K | 2.6% | 5 | 90.5K | 66.3% | 1 | | Feb 2026 | 4.4K | 3.8% | 4 | 74K | 64.5% | 1 | | Mar 2026 | 5.4K | 3.9% | 4 | 90.5K | 64.8% | 1 | | Apr 2026 | 4.4K | 3.3% | 4 | 90.5K | 68.8% | 1 | | May 2026 | 3.6K | 2.8% | 4 | 90.5K | 69.5% | 1 | | Jun 2026 | 3.6K | 2.4% | 4 | 110K | 73.5% | 1 | | Jul 2026 | 4.4K | 3.4% | 4 | 90.5K | 69.1% | 1 | | Aug 2026 | 4.4K | 3.5% | 4 | 90.5K | 72.2% | 1 | | Sep 2026 | 3.6K | 2.5% | 4 | 110K | 76% | 1 | ## How each brand is measured 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. - **Square**: Measured on the search term “square card reader”. - **SumUp**: Measured on the search term “sumup”. - [Square profile](/demand/uk/brands/square) - [SumUp profile](/demand/uk/brands/sumup) - [All card machine providers in the United Kingdom](/demand/uk/categories/uk-card-machine-providers): The set both shares are measured inside, 5 brands. ## 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 ### Is Square or SumUp more popular in search? 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%. ## Cite this page Brandwave. "Square vs SumUp: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/square-vs-sumup This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/square-vs-sumup. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.