Payments were just the beginning for Square. The young company has big plans to cash in on the entire commerce experience.
"We think there is something with higher margins there instead of always being a payments company," said Square CEO and Twitter founder Jack Dorsey, Friday evening at the New York University Entrepreneurial Festival.
While the four-year-old company has grown faster than most start-ups and has a pretty solid business model, the company is still very much a work in progress, Dorsey said. Square wants to not just focus on payments, but on the entire commerce experience, for both the buyer and the seller.
(Read More: SnapChat Sees Big Future in Erasable Media )
"The good portion of working in payments is you naturally have a business model, so you really don't have to think so much about it, but it's not really who we are, it's something that we have to do," he said. "And where we are going isn't really about payments as a revenue model, but more about the data and the experience, and we don't know exactly what that looks like yet. We have some ideas... but we're not sure where it's going to land."
(Read More: Facebook Announcing Big Changes to News Feed Next Week )
Commerce is a continuum between the buyer and the seller and there are many facets of the entire commerce experience where Square sees opportunity, Dorsey said.
On the buyers' side, they have a decision to make about purchasing something. For the sellers, they have to think about attracting customers, analytics, customer relationship management and a slew of other factors in the commerce experience. Dorsey wants Square to be a part of all of it.
(Read More: Square Scandal Reveals Growing Pains at Tech Start-Ups )
"Buyers may end up engaging in a transaction, but that transaction is just one tiny unit of the overall continuum," Dorsey said. "We think there is something much broader in the experience that has very very little to do with payments."
(Read More: Starbucks, Square: It's All About What Data Can Do )
More From CNBC
- Yahoo to Shut Down 7 Products, Including Blackberry App
- Valuable 'Barn Finds'
- GameStop: Caught in the Middle of Old and New Video Game Consoles
- Jack Dorsey