Square vs Zettle:Which is more popular?
In September 2026, Zettle had more branded searches than Square among card machine providers in the United Kingdom. Zettle had about 22,200 branded searches, while Square had 3,600. Zettle made up 15.3% 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, Square appeared in all five answers and Zettle in two. Square was mentioned before Zettle in every answer.
Who do people search for more?
Zettle, about 6 searches for every 1 for Square
Who does AI mention more?
Square, mentioned in every answer we collected
Who does AI recommend more?
Square, named ahead of Zettle in every answer
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Top card machine providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Square appeared in all five answers. Zettle was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Square was listed before Zettle in every answer.
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 Zettle more popular in search?
This chart shows how often people search Google for Square and Zettle 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 Zettle, 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 Zettle comparison changed over the last 12 months?
3 findings
- Zettle 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, Zettle’s share of searches among card machine providers in the United Kingdom moved from 27.6% to 15.3%, and its estimated monthly branded searches moved from 40.5K to 22.2K.
How did search popularity change for United Kingdom card machine providers in September 2026?
2 changes
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Square’s and Zettle’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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