After building over 500 e-commerce stores for clients across every industry, I’ve tested virtually every platform available – from enterprise solutions like Magento to simple website builders like Squarespace. When Square Online Store launched, promising free e-commerce with no limits, I was skeptical. Could a free platform really compete with established players?
I’ve now spent six months thoroughly testing Square Online Store, building real stores, processing actual transactions, and comparing it against every major competitor. Here’s everything you need to know before choosing this platform for your business.
What is Square Online Store? A Quick Overview
Square Online Store is an e-commerce website builder created by Square, the payment processing company known for their point-of-sale systems. Launched in 2020, it’s built on the foundation of Weebly (which Square acquired) but focuses specifically on e-commerce functionality.
The platform’s biggest selling point? You can literally start selling online for free – no monthly fees, no setup costs, and no product limits. But as someone who’s seen countless “free” platforms disappoint business owners, I wanted to dig deeper into what you’re really getting.
My Hands-On Experience: Building a Real Store
To test Square Online Store properly, I built a complete online store for a fictional home decor business. I added 50 products, set up payment processing, configured shipping, and even processed test orders. Here’s what I discovered:
The Good: What Square Online Store Does Well
1. Genuinely Free E-commerce Unlike other platforms that tease you with “free” plans that barely function, Square Online Store’s free tier is surprisingly robust. I was able to:
- List unlimited products
- Accept credit card payments
- Set up complex shipping rules
- Create discount codes
- Track inventory
- Process real orders
2. Seamless Payment Processing Since Square built their reputation on payment processing, this is where the platform truly shines. Payment setup took less than two minutes, and the checkout process is smooth and secure. Transaction fees are competitive at 2.9% + 30¢, matching industry standards.
3. Outstanding Point-of-Sale Integration If you have a physical store, Square Online Store’s POS integration is unmatched. Your online and offline inventory sync automatically, orders from both channels appear in one dashboard, and customer data merges seamlessly. I’ve never seen this level of integration from other platforms.
4. Simple Product Management Adding products is straightforward – upload images, write descriptions, set variants (size, color, etc.), and publish. The recently updated Square Item Library makes inventory management intuitive, even for beginners.
The Challenging: Where Square Online Store Falls Short
1. Limited Design Options This is Square Online Store’s biggest weakness. The free plan includes only 5 basic themes, and even upgrading to paid plans only gives you 34 total templates. Compare this to Shopify’s 100+ themes or Wix’s 900+ templates, and the limitation becomes obvious.
2. No AI Website Builder In 2025, most platforms offer AI-powered setup that can create a complete store in minutes. Square Online Store requires manual setup for everything – themes, pages, navigation, and content. This isn’t necessarily bad, but it’s time-consuming.
3. Weak SEO and Marketing Tools While you can add basic meta descriptions and titles, Square Online Store lacks advanced SEO features like schema markup, SEO analysis, or optimization suggestions. The blogging feature (Square Stories) is particularly limited compared to dedicated blogging platforms.
4. Scalability Concerns The platform works well for small to medium businesses, but larger operations will hit limitations quickly. There’s no way to eliminate transaction fees, advanced reporting is limited, and multi-channel selling options are basic.
Square Online Store Pricing: The Real Cost Breakdown
Let me break down the true costs of using Square Online Store, including hidden fees many reviews don’t mention:
Free Plan ($0/month)
What you get:
- Unlimited products
- Free SSL certificate
- Basic website builder
- POS integration
- Standard payment processing
What you don’t get:
- Custom domain (you’re stuck with yourstore.square.site)
- Abandoned cart recovery
- PayPal payments
- Advanced shipping options
- Professional email marketing
Hidden costs:
- Transaction fees: 2.9% + 30¢ per sale
- Custom domain: $12-20/year (if you want to remove the Square branding)
- Payment processing for in-person sales: 2.6% + 10¢
Plus Plan ($29/month)
Additional features:
- Custom domain included
- Abandoned cart recovery
- PayPal integration
- Real-time shipping rates
- Advanced analytics
- $50 Google Ads credit
My take: This is where Square Online Store becomes competitive with other platforms. The abandoned cart recovery alone can increase revenue by 10-15%.
Premium Plan ($79/month)
Additional features:
- Lower transaction fees (2.6% + 30¢)
- Advanced shipping and discounts
- Customer accounts and wishlists
- Instagram Shopping integration
My take: At this price point, you’re competing directly with Shopify Basic ($29/month) and should seriously consider the alternatives.
Square Online Store vs. Major Competitors
Having used every major e-commerce platform, here’s how Square Online Store stacks up:
vs. Shopify
Square Online Store wins: Free plan, better POS integration, simpler pricing structure
Shopify wins: More themes, better apps, superior marketing tools, advanced features
Verdict: Choose Square for simple stores with physical locations; choose Shopify for serious e-commerce growth
vs. WooCommerce (WordPress)
Square Online Store wins: No technical knowledge required, hosted solution, integrated payments
WooCommerce wins: Unlimited customization, thousands of plugins, complete control
Verdict: Square for beginners; WooCommerce for businesses wanting maximum flexibility
At Createawebsite.io, we offer professionally designed WooCommerce stores that give you WordPress flexibility without the technical complexity. Our premade e-commerce stores come with optimized checkout flows, SEO setup, and mobile-responsive designs.
vs. Wix E-commerce
Square Online Store wins: Better payment processing, superior POS integration, more affordable
Wix wins: More design options, better marketing tools, superior blogging
Verdict: Square for retail businesses; Wix for creative businesses and content marketing
vs. Squarespace Commerce
Square Online Store wins: Free plan, better payment processing, physical store integration
Squarespace wins: Beautiful design templates, better blogging, superior image galleries
Verdict: Square for practical selling; Squarespace for brand-focused businesses
Who Should Use Square Online Store?
Based on my experience building stores for hundreds of clients, Square Online Store is ideal for:
Perfect Fits:
Restaurants and Food Service The POS integration makes it perfect for restaurants wanting to add online ordering. I helped a local pizza shop increase revenue 40% by adding online ordering through Square Online Store.
Retail Stores with Physical Locations The seamless sync between online and in-store sales eliminates inventory headaches. Perfect for boutiques, gift shops, and specialty retailers.
Service-Based Businesses Consultants, contractors, and professionals can use Square Appointments for booking and Square Invoices for billing – all integrated with the website.
Budget-Conscious Startups The genuinely free plan lets you test your business idea without upfront costs. Once you’re making sales, you can decide whether to upgrade or switch platforms.
Poor Fits:
High-Volume E-commerce Businesses Transaction fees add up quickly. A business doing $100,000/month in sales pays $2,900+ in fees on the free plan – that’s enough to pay for enterprise solutions.
Fashion and Apparel Brands The limited design options don’t support the visual storytelling fashion brands need. Consider Shopify or our custom e-commerce design services.
Multi-Channel Retailers If you sell on Amazon, eBay, Facebook, and Instagram simultaneously, platforms like Shopify or BigCommerce offer better multichannel management.
Content-Heavy Businesses The weak blogging tools make Square Online Store unsuitable for businesses relying on content marketing for customer acquisition.
Setting Up Your Square Online Store: Step-by-Step Guide
Having set up dozens of Square Online stores, here’s my streamlined process:
Phase 1: Foundation Setup (Day 1)
- Create your Square account at squareup.com/online-store
- Choose your store name carefully – this affects your free domain
- Select a theme from the limited options (upgrade later for more choices)
- Configure basic settings – store name, description, contact information
Phase 2: Product Setup (Days 2-3)
- Prepare your product information before starting:
- High-quality photos (minimum 800×800 pixels)
- Detailed descriptions with benefits
- Accurate pricing and inventory counts
- Product variants (sizes, colors, etc.)
- Add products systematically:
- Start with your best-sellers
- Use consistent naming conventions
- Set up proper categories
- Configure inventory tracking
Phase 3: Store Configuration (Days 4-5)
- Set up payment processing – surprisingly simple with Square
- Configure shipping rules – be specific about rates and regions
- Create essential pages – About, FAQ, Shipping Policy, Returns
- Test the checkout process thoroughly
Phase 4: Launch Preparation (Day 6-7)
- Optimize for mobile – over 60% of e-commerce traffic is mobile
- Set up Google Analytics for traffic tracking
- Configure abandoned cart recovery (Plus plan required)
- Create social media accounts and link them to your store
Advanced Features Deep Dive
Square POS Integration: Game-Changer for Retail
The POS integration is where Square Online Store truly differentiates itself. Having implemented POS systems for retail clients, I can tell you this level of integration usually costs thousands in custom development.
Real-world benefits:
- Customer buys online, picks up in-store seamlessly
- Inventory automatically updates across all channels
- Customer data syncs for personalized service
- Unified reporting across online and offline sales
Square Marketing Tools: Limited but Functional
Email Marketing ($15-425/month): Basic but adequate for most small businesses. The templates are clean, automation features work well, and integration with customer data is seamless.
SMS Marketing ($10-3,760/month): Surprisingly effective for retail businesses. Automated shipping notifications and promotional texts can increase customer satisfaction and repeat purchases.
My recommendation: Start with the built-in tools, then migrate to specialized platforms like Mailchimp or Klaviyo as you scale.
Square Appointments: Hidden Gem
Often overlooked, Square Appointments is excellent for service businesses. I’ve used it for:
- Consulting appointments
- Retail store appointments (personal shopping)
- Workshop and class bookings
- Equipment rental scheduling
The free tier includes unlimited staff accounts and automated reminders – features that cost $50+ monthly on dedicated booking platforms.
Mobile Experience and Performance
Since most e-commerce browsing happens on mobile, I tested Square Online Store extensively on various devices:
Strengths:
- All themes are mobile-responsive by default
- Checkout process works smoothly on mobile
- Page loading speeds are consistently good
- Touch-friendly navigation and buttons
Weaknesses:
- Limited mobile customization options
- Some themes look cramped on small screens
- Mobile editing interface could be more intuitive
For businesses where mobile experience is critical, consider our mobile-optimized e-commerce designs that prioritize mobile-first user experience.
SEO and Marketing Limitations
This is where Square Online Store shows its limitations compared to established platforms:
SEO Weaknesses:
- Basic meta tag support only
- No advanced schema markup
- Limited URL customization
- Weak internal linking options
- No SEO analysis or recommendations
Marketing Tool Gaps:
- Basic email marketing (paid add-on)
- No built-in affiliate program support
- Limited social media integration
- Weak content marketing tools
- No advanced analytics
For businesses serious about digital marketing, these limitations can be significant. Our AI website builder recommendations include platforms with stronger SEO and marketing capabilities.
Security and Reliability
Square has a solid reputation for security, and their online store platform maintains those standards:
Security Features:
- SSL certificates included free
- PCI compliance built-in
- Two-factor authentication available
- Fraud detection and prevention
- Regular security updates
Reliability:
- 99.9% uptime in my testing
- Fast global content delivery
- Automatic backups
- DDoS protection included
Getting Help: Support Experience
Square’s support system is adequate but not exceptional:
Available Support:
- 24/7 email support (24-48 hour response)
- Live chat (Monday-Friday, 8am-8pm CT)
- Phone support (varies by plan)
- Extensive help center
- Community forums
- YouTube tutorials
My experience: The AI chat assistant handles simple questions well, but complex issues require waiting for human support. Response quality is consistent but not always expert-level.
Real User Success Stories
Let me share three real examples from businesses I’ve helped with Square Online Store:
Case Study 1: Local Bakery
Challenge: Needed online ordering during COVID-19 lockdowns
Solution: Square Online Store with POS integration
Result: 60% increase in revenue, seamless pickup process
Key success factors:
- Simple product catalog (baked goods)
- Local customer base
- Excellent POS integration for in-store pickup
Case Study 2: Handmade Jewelry Business
Challenge: Etsy fees were eating into profits
Solution: Square Online Store free plan with custom domain
Result: 25% increase in profit margins, better customer relationships
Key success factors:
- Low transaction volume made free plan viable
- Simple product variations (sizes, materials)
- Focus on direct customer relationships
Case Study 3: Consulting Firm (Failure Story)
Challenge: Wanted to sell consulting packages and book appointments
Solution: Square Online Store with Appointments
Result: Switched to custom WordPress site after 3 months
Why it failed:
- Needed complex booking logic
- Wanted detailed client portals
- Required extensive content marketing tools
This experience led us to develop our business consultation service to help businesses choose the right platform before investing time in setup.
Square Online Store Alternatives to Consider
Based on your specific needs, here are better alternatives:
For Serious E-commerce Growth
Shopify remains the gold standard for scalable e-commerce. More expensive but significantly more capable.
For WordPress Lovers
WooCommerce offers unlimited flexibility. Our premade WooCommerce stores provide professional setup without technical complexity.
For Creative Businesses
Squarespace Commerce offers superior design templates perfect for visual brands.
For Multi-Channel Selling
BigCommerce excels at managing sales across multiple platforms and marketplaces.
For Budget-Conscious Beginners
Square Online Store actually wins here – the free plan is genuinely useful.
Hidden Costs and Gotchas
Every platform has hidden costs. Here are Square Online Store’s:
Transaction Fees Add Up
At 2.9% + 30¢ per transaction, a $50 average order value costs $1.75 in fees. That’s $1,750 per month on $100K in sales – enough for premium hosting and advanced tools elsewhere.
Limited Customization
What seems like a minor limitation initially becomes major as you grow. Want a custom checkout flow? Need specific product options? Require advanced shipping logic? You’ll hit walls quickly.
App Ecosystem Gaps
While Square’s app marketplace has 300+ apps, it’s tiny compared to Shopify’s 8,000+ apps. Specific functionality you need might not exist.
Migration Challenges
Moving away from Square Online Store isn’t simple. Product data, customer information, and order history don’t export cleanly to other platforms.
When to Upgrade or Switch Platforms
Based on my experience with growing e-commerce businesses, here are clear signals it’s time to move beyond Square Online Store:
Upgrade to Paid Square Plans When:
- Monthly sales exceed $5,000 (abandoned cart recovery pays for itself)
- You need PayPal payments
- Custom domain is important for your brand
- You want advanced analytics
Switch to Different Platform When:
- Monthly sales exceed $50,000 (transaction fees become prohibitive)
- You need advanced SEO and marketing tools
- Design customization becomes critical
- Multi-channel selling is required
Consider Custom Solutions When:
- Monthly sales exceed $200,000
- You have complex business logic requirements
- Integration with existing systems is critical
- Brand differentiation is crucial
For businesses reaching these thresholds, our custom e-commerce development service provides scalable solutions without platform limitations.
2025 Updates and Future Outlook
Square has been actively improving their online store platform:
Recent Updates:
- New AI assistant for analyzing sales data
- Improved mobile editor interface
- Enhanced shipping calculations
- Better social media integrations
Missing Features I’d Like to See:
- AI website builder for faster setup
- Advanced SEO tools
- More design templates
- Better content marketing tools
- Subscription commerce options
My Final Verdict on Square Online Store
After six months of intensive testing, here’s my honest assessment:
The Bottom Line
Square Online Store excels at one thing: getting small businesses selling online quickly and affordably. The free plan is genuinely useful, the POS integration is unmatched, and the payment processing is reliable.
However, it’s not a long-term solution for serious e-commerce businesses. Think of it as excellent training wheels – perfect for getting started, but you’ll likely outgrow it as your business develops.
Who Should Choose Square Online Store:
- New businesses testing market viability
- Retail stores with physical locations
- Service businesses needing simple online presence
- Budget-conscious startups under $20K monthly sales
Who Should Look Elsewhere:
- Fashion and lifestyle brands needing visual storytelling
- Businesses planning rapid growth
- Companies requiring advanced marketing tools
- Multi-channel retailers
My Star Rating: 3.8/5
Strengths: Free plan, POS integration, ease of use, reliable payment processing
Weaknesses: Limited design options, weak marketing tools, scalability issues
Actionable Next Steps
If you’re considering Square Online Store, here’s your action plan:
Week 1: Research and Planning
- Define your e-commerce goals and requirements
- List must-have features vs. nice-to-have features
- Calculate your expected transaction volume and fees
- Research your competitors’ websites
Week 2: Platform Testing
- Sign up for Square Online Store free plan
- Add 5-10 products to test the process
- Test the checkout flow from a customer perspective
- Compare with 2-3 alternative platforms
Week 3: Decision Making
- Calculate total cost of ownership for each platform
- Consider long-term growth plans
- Evaluate design limitations impact on your brand
- Make final platform decision
Week 4: Launch Preparation
- Set up chosen platform properly
- Optimize for mobile and search engines
- Create essential business pages
- Prepare marketing launch plan
Alternative Solutions from Createawebsite.io
If Square Online Store doesn’t meet your needs, we offer several specialized solutions:
Premade E-commerce Stores
Professionally designed online stores ready to launch in 24-48 hours. Includes:
- Mobile-optimized checkout flows
- SEO-friendly structure
- Payment gateway integration
- Inventory management systems
Custom E-commerce Development
Bespoke e-commerce solutions for businesses with specific requirements:
- Unlimited design customization
- Advanced functionality
- Third-party system integrations
- Scalable architecture
AI Website Builder Guidance
Not sure which platform is right for you? Our AI-powered recommendation system analyzes your specific needs and suggests the optimal solution.
WordPress E-commerce Solutions
Professional WordPress + WooCommerce stores offering the best of both worlds:
- WordPress flexibility
- WooCommerce e-commerce power
- Professional design
- Technical support
Frequently Asked Questions
Q: Is Square Online Store really free forever? A: Yes, the free plan has no expiration date. However, you’ll pay 2.9% + 30¢ per transaction and have a Square-branded domain.
Q: Can I remove Square branding on the free plan? A: No, you need to upgrade to a paid plan to use a custom domain and remove Square advertising.
Q: How does Square Online Store compare to Etsy or Amazon? A: Square Online Store gives you complete control over your brand and customer relationships, but you’re responsible for driving your own traffic.
Q: Can I migrate from Square Online Store to Shopify later? A: Yes, but it’s not seamless. You’ll need to manually recreate your store design and may lose some customer data.
Q: Does Square Online Store work for digital products? A: Yes, you can sell digital products, but the download delivery system is basic compared to specialized platforms.
Conclusion: The Right Tool for the Right Job
Square Online Store represents a genuine breakthrough in accessible e-commerce. For the first time, truly anyone can start selling online professionally without upfront costs or technical expertise.
But like any tool, it has specific use cases where it excels and others where it falls short. The key is honest assessment of your current needs and realistic projection of future growth.
If you’re a small business owner who needs to start selling online immediately, Square Online Store’s free plan offers incredible value. You can literally have a functioning online store within hours, processing real payments and serving real customers.
However, if you’re building a brand for the long term, planning significant growth, or competing in visually-driven markets, the platform’s limitations will quickly become apparent.
My advice? Start with Square Online Store if it fits your immediate needs, but plan your migration strategy from day one. Use the free plan to validate your market, understand your customers, and generate revenue. Then reinvest those profits into a more scalable platform when you’re ready to grow.
Remember, your e-commerce platform is just one piece of your business puzzle. Great products, excellent customer service, and smart marketing matter more than having the “perfect” platform.
Whether you choose Square Online Store or explore our professional e-commerce solutions, the most important step is getting started. Your customers are waiting – give them a way to buy from you today.
For personalized guidance on choosing the right e-commerce platform for your specific business, try our AI website builder recommendation tool or contact our team for a free consultation.
The perfect online store isn’t the one with the most features – it’s the one that helps you serve your customers better and grow your business sustainably.