The news: Square will automatically sync seller information like hours and menu items across Apple Maps, Siri AI, and Apple Wallet, per a press release.

Participating sellers can also add logos and order buttons to their locations’ place cards in Maps.

How we got here: Payment players are moving beyond checkout to facilitate discovery across more platforms. 

Square in particular has been bullish on getting in front of users on AI platforms, with plug-ins for ChatGPT and Claude, as more consumers move to AI platforms for search and discovery: 51% of US consumers report using at least one AI tool for shopping the last month, per NielsenIQ’s Agentic Commerce Tracker. 

Beyond AI, it’s also integrated Square sellers into a map in Cash App that gives users exclusive deals and synced up with Uber Eats to broaden sellers’ delivery opportunities.

Why this matters: Square can help merchants get discovered by more consumers searching on their iPhones and Macs. Thirty-one percent of US consumers say they frequently use Apple Maps to find local information on businesses, per Rio SEO.

However, the bulk of consumers are still heading to Google Maps/Search, despite Apple’s hardware advantage: US iOS smartphone users outstrip Android users by about 20 million, per our forecast. 

Implications for payment providers: As discovery fragments across search, AI, and map platforms, payment providers need to secure strategic partnerships with multiple platforms to ensure that their sellers’ information remains visible. 

Payment providers can increase loyalty from their merchants by making visibility easier to manage across platforms—while also helping boost their sales.

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