{"id":80182,"date":"2026-07-04T23:34:28","date_gmt":"2026-07-04T23:34:28","guid":{"rendered":"https:\/\/dralysstore.com\/blog\/?p=80182"},"modified":"2026-07-04T23:34:28","modified_gmt":"2026-07-04T23:34:28","slug":"sherwin-williams-adopts-square-features-for-its-pro-customers","status":"publish","type":"post","link":"https:\/\/dralysstore.com\/blog\/sherwin-williams-adopts-square-features-for-its-pro-customers\/","title":{"rendered":"Sherwin-Williams adopts Square features for its pro customers"},"content":{"rendered":"<div>\n<p>Sherwin-Williams is repainting its business-to-business (B2B) payment ecosystem, selecting Square to embed payments, invoicing and cash flow tools.<\/p>\n<p>Square options will appear directly within the experience for Sherwin-Williams\u2019 Digital Alliance Program for Pro+ customers. That customer category includes professional painters, contractors and designers. The new move grows Sherwin-Williams\u2019s role as a more intertwined partner for those trades, beyond just acting as a supplier.<\/p>\n<p>Moreover, industry observers said the announcement signals a broader shift in how B2B brands are competing for economic share beyond their sales transactions.<\/p>\n<h2>Why Sherwin-Williams is using Square for pro customers<\/h2>\n<p>Square leaders framed the move as important for Sherwin-Williams\u2019 professional customers.<\/p>\n<p>\u201cWe\u2019re thrilled to be part of the Sherwin-Williams Digital Alliance Program and to put Square\u2019s tools directly in front of the skilled trade professionals who power this industry,\u201d said Morgan Kuntze, global partnerships lead at Block, which is the parent company of Square. \u201cProfessional painters and contractors work incredibly hard on site, and the last thing they should have to worry about is getting paid or managing paperwork behind the scenes. Square for Services was built to take that burden off their plate so they can focus on their craft and bring to life the projects at hand.\u201d<\/p>\n<p>Sherwin-Williams representatives did not respond for comment.<\/p>\n<h2>What adopting Square\u2019s tools shows about Sherwin-Williams\u2019 strategy<\/h2>\n<p>Seth Broman, founder of SMBQuotes, a B2B software advisory platform, said Sherwin-Williams and Square\u2019s approach fits a proven playbook.<\/p>\n<p>\u201cThis is another form of embedded financial services, and you should definitely expect to continue seeing more like these,\u201d Broman said.<\/p>\n<p>He pointed to comparable deals:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.digitalcommerce360.com\/article\/shopify-revenue-gmv\/\" target=\"_blank\" rel=\"noopener\">Shopify<\/a> and Stripe, where Stripe powers Shopify Payments.<\/li>\n<li>DoorDash and Parafin, which handles DoorDash Capital.<\/li>\n<\/ul>\n<p>Broman said Sherwin-Williams likely negotiated preferred rates and terms for its customers that they wouldn\u2019t receive working directly with Square \u2014 ideally better than what competitors offer.<\/p>\n<p>\u201cSquare now has access into a much cheaper customer acquisition channel than relying on marketing and sales people to go find these contractors,\u201d Broman said.<\/p>\n<p>For contractors, Broman said, the value extends beyond pricing. Square\u2019s invoicing and payment tools integrate their workflows, making it harder for them to switch suppliers.<\/p>\n<p>\u201cOnce a SW contractor is using Square through this partnership and has their invoices and payments, switching paint brands would probably be a much bigger hurdle,\u201d Broman noted. \u201cIf Benjamin Moore were to try and lure them away with lower pricing, it may be an uphill battle.\u201d<\/p>\n<h2>What the deal means for Square<\/h2>\n<p>Sherwin-Williams\u2019 use of these features also positions Square to cross-sell higher-margin products.<\/p>\n<p>\u201cAs contractors get access to more capital through lending and invoice factoring, they can grow, take on more jobs and in turn buy more paint,\u201d Broman explained.<\/p>\n<p>He pointed to a virtuous cycle that benefits all parties. Contractors gain growth capital, Sherwin-Williams expands wallet share, and Square drives revenue through products beyond payments.<\/p>\n<p>Michael Stein, founder and CEO of Tarps Plus, sees the partnership as a broader industry shift. Sherwin-Williams is moving beyond materials supplier to operational partner for the trades. Tarps Plus is a specialty supplier serving contractors, roofers and builders<\/p>\n<p>\u201cFor a painter or contractor, the point of pain is not simply buying paint,\u201d Stein said. \u201cIt is estimating the job, scheduling the labor, taking a deposit, getting paid, managing cash flow, and ensuring the client stays in the communication loop.\u201d<\/p>\n<p>Stein believes this operational integration may also strengthen loyalty. Contractors using Square for invoicing, payments and customer communication across paint jobs effectively embed Sherwin-Williams into their daily business operations.<\/p>\n<p>\u201cEach of these business partnerships is unique to the trades because they are the most underserved by generic business software,\u201d Stein added. \u201cContractors want tools for the job and the business. Fintech sees this as a large and fragmented market.\u201d<\/p>\n<h2 id=\"toc-item-article-post-id-1360787--1\"><strong>Sign up<\/strong><\/h2>\n<p><em>Sign up for a\u00a0<\/em><a href=\"https:\/\/subscription.digitalcommerce360.com\/ecommerce-newsletter-subscriptions?utm_source=DC360&amp;utm_medium=Article&amp;utm_campaign=B2BArticle\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\" data-feathr-link-aids=\"[&quot;5f29b0538d5a4b9c628148bd&quot;],5f29b0538d5a4b9c628148bd\"><em>complimentary subscription to Digital Commerce 360 B2B News<\/em><\/a><em>. It covers technology and business trends in the growing\u00a0<a href=\"https:\/\/www.digitalcommerce360.com\/b2b-ecommerce-world\/\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\" data-feathr-link-aids=\"5f29b0538d5a4b9c628148bd\">B2B ecommerce<\/a>\u00a0industry.<\/em><em>\u00a0Follow us on\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/4403239\/\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\" data-feathr-link-aids=\"5f29b0538d5a4b9c628148bd\">LinkedIn<\/a>,\u00a0<a href=\"https:\/\/twitter.com\/DC360_Official\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\" data-feathr-link-aids=\"5f29b0538d5a4b9c628148bd\">X (formerly Twitter)<\/a>,\u00a0<a href=\"https:\/\/www.facebook.com\/DigitalCommerce360\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\" data-feathr-link-aids=\"5f29b0538d5a4b9c628148bd\">Facebook<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.youtube.com\/@digitalcommerce360\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\" data-feathr-link-aids=\"5f29b0538d5a4b9c628148bd\">YouTube<\/a>.<\/em><\/p>\n<p><a class=\"simplefavorite-button\" data-postid=\"1360801\" data-siteid=\"1\" data-groupid=\"1\" data-favoritecount=\"0\" style=\"box-shadow:none;-webkit-box-shadow:none;-moz-box-shadow:none;color:#ffffff;\"><i class=\"sf-icon-star-empty\"\/> Favorite<\/a>\t\t\t\t\t\t<\/div>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<\/p>\n<hr>\n<p><strong>Published by Dralys Blog \u2013 Stories | Insights | Innovation<\/strong><\/p>\n<p>Discover more on <a href=\"https:\/\/www.dralysstore.com\" target=\"_blank\">DralysStore.com<\/a><\/p>\n<div class=\"pld-like-dislike-wrap pld-template-2\">\r\n    <div class=\"pld-like-wrap  pld-common-wrap\">\r\n    <a href=\"javascript:void(0)\" class=\"pld-like-trigger pld-like-dislike-trigger  \" title=\"\" data-post-id=\"80182\" data-trigger-type=\"like\" data-restriction=\"no\" data-already-liked=\"0\">\r\n                        <i class=\"fas fa-heart\"><\/i>\r\n                <\/a>\r\n    <span class=\"pld-like-count-wrap pld-count-wrap\">    <\/span>\r\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Sherwin-Williams is repainting its business-to-business (B2B) payment ecosystem, selecting Square to embed payments, invoicing and&hellip;<\/p>\n","protected":false},"author":10,"featured_media":80183,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3320],"tags":[74,34,65,176,45,177,10],"class_list":["post-80182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dralys-explained","tag-dralys","tag-e-commerce","tag-entrepreneurship","tag-ecosystem","tag-innovation","tag-smart-shopping","tag-technology"],"acf":[],"jetpack_featured_media_url":"https:\/\/dralysstore.com\/blog\/wp-content\/uploads\/2026\/07\/sherwin-williams-square.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/80182","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/comments?post=80182"}],"version-history":[{"count":1,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/80182\/revisions"}],"predecessor-version":[{"id":80184,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/80182\/revisions\/80184"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media\/80183"}],"wp:attachment":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media?parent=80182"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/categories?post=80182"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/tags?post=80182"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}