Square Online Applet
Launch and manage online ordering with just a few taps, from any device
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Overview
The Square Online Applet empowers small business owners to effortlessly set up, manage, and optimize their online channel—all within the Square mobile apps (iOS, Android, and SQUID). This 0-to-1 initiative eliminated the complexity of online ordering setup by integrating item catalog, orders, fulfillment, and website branding into a seamless mobile experience.
My Role
As the Lead Product Manager, I:
✅ Defined the product vision & strategy for mobile-first e-commerce management.
✅ Collaborated with design, engineering, and GTM teams to bring the applet to life.
✅ Leveraged data-driven insights to optimize onboarding and increase seller activation.
✅ Defined the product vision & strategy for mobile-first e-commerce management.
✅ Collaborated with design, engineering, and GTM teams to bring the applet to life.
✅ Leveraged data-driven insights to optimize onboarding and increase seller activation.
Impact & Results
📈 Drove 40% of total Square Online signups through the applet.
📊 Scaled to 120K+ Monthly Active Users (MAU) within 18 months.
🔁 Achieved 30%+ retention rate (30D), demonstrating exceptional product stickiness.
🚀 Boosted activation rate by 75% and doubled ICP engagement to 39% through targeted high-value features that directly addressed merchant pain points.
📊 Scaled to 120K+ Monthly Active Users (MAU) within 18 months.
🔁 Achieved 30%+ retention rate (30D), demonstrating exceptional product stickiness.
🚀 Boosted activation rate by 75% and doubled ICP engagement to 39% through targeted high-value features that directly addressed merchant pain points.
Key Optimizations
To maximize adoption and merchant success, we focused on:
1️⃣ One-click Website Creation
💬 JTBD: Help me quickly set up a new channel to sell online
- Designed a frictionless onboarding experience that enables sellers to launch a website with a single click.
- Automated fulfillment and domain setup to reduce manual configuration.
- Simplified Online Applet FTUX & reduced steps to activation, accelerating the path to a merchant's first sale.
2️⃣ Reducing Friction in Catalog Setup
💬 JTBD: Help me transform my in-person business into an online-ready business
- Guided merchants through creating items optimized for online ordering from the start (preventing item catalogs not suitable for a buyer facing surface).
- Designed workflows to help clean up and merchandise existing catalogs for online sales.
- Implemented smart recommendations for critical item attributes (photos, descriptions, pricing) while eliminating redundant ones.
3️⃣ Implementing Key Mobile Workflows to Manage their Online Channel
💬 JTBD: Help me manage my online channel from the convenience of my mobile device and Point of Sale
- Created an intuitive Online Applet dashboard providing channel overview with customizable quick actions for frequent tasks.
- Integrated time-sensitive operational controls directly into POS (order pausing, prep time updates, item availability, etc).
- Expanded merchant capabilities through seamless third-party delivery integrations with in-app courier tracking management.
Show & Tell
Online Applet dashboard in the Square app (tablet view):
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Recorded and published a walkthrough tutorial showcasing how sellers can quickly launch and optimize their online stores—shared across our social channels: