Sherwin-Williams is repainting its business-to-business (B2B) payment ecosystem, selecting Square to embed payments, invoicing and cash flow tools.

Square options will appear directly within the experience for Sherwin-Williams’ Digital Alliance Program for Pro+ customers. That customer category includes professional painters, contractors and designers. The new move grows Sherwin-Williams’s role as a more intertwined partner for those trades, beyond just acting as a supplier.

Moreover, industry observers said the announcement signals a broader shift in how B2B brands are competing for economic share beyond their sales transactions.

Why Sherwin-Williams is using Square for pro customers

Square leaders framed the move as important for Sherwin-Williams’ professional customers.

“We’re thrilled to be part of the Sherwin-Williams Digital Alliance Program and to put Square’s tools directly in front of the skilled trade professionals who power this industry,” said Morgan Kuntze, global partnerships lead at Block, which is the parent company of Square. “Professional 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.”

Sherwin-Williams representatives did not respond for comment.

What adopting Square’s tools shows about Sherwin-Williams’ strategy

Seth Broman, founder of SMBQuotes, a B2B software advisory platform, said Sherwin-Williams and Square’s approach fits a proven playbook.

“This is another form of embedded financial services, and you should definitely expect to continue seeing more like these,” Broman said.

He pointed to comparable deals:

• Shopify and Stripe, where Stripe powers Shopify Payments.
• DoorDash and Parafin, which handles DoorDash Capital.

Broman said Sherwin-Williams likely negotiated preferred rates and terms for its customers that they wouldn’t receive working directly with Square — ideally better than what competitors offer.

“Square now has access into a much cheaper customer acquisition channel than relying on marketing and sales people to go find these contractors,” Broman said.

For contractors, Broman said, the value extends beyond pricing. Square’s invoicing and payment tools integrate their workflows, making it harder for them to switch suppliers.

“Once 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,” Broman noted. “If Benjamin Moore were to try and lure them away with lower pricing, it may be an uphill battle.”

What the deal means for Square

Sherwin-Williams’ use of these features also positions Square to cross-sell higher-margin products.

“As contractors get access to more capital through lending and invoice factoring, they can grow, take on more jobs and in turn buy more paint,” Broman explained.

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.

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

“For a painter or contractor, the point of pain is not simply buying paint,” Stein said. “It is estimating the job, scheduling the labor, taking a deposit, getting paid, managing cash flow, and ensuring the client stays in the communication loop.”

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.

“Each of these business partnerships is unique to the trades because they are the most underserved by generic business software,” Stein added. “Contractors want tools for the job and the business. Fintech sees this as a large and fragmented market.”

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