The Fish Guy Launches Integrated E-Commerce System

The new system is designed to improve online ordering and payment processes.

Written by Mia Goulart
Published on Mar. 18, 2026
A supermarket worker in a white coat and black cap arranges packaged salmon fillets in a seafood display. The counter is filled with fresh seafood.
Photo: Shutterstock
REVIEWED BY
Rose Velazquez | Mar 18, 2026

Chicago seafood retailer The Fish Guy has launched a new integrated e-commerce system built with eGrowcery and Square, aimed at improving its online ordering and payment processes.

White-label platform eGrocery supports grocery and specialty food retailers, providing both online storefront and order fulfillment capabilities. According to a news release, the system has been tailored to align with The Fish Guy’s existing operations, while Square’s payment technology supports secure and efficient transactions to simplify and streamline the company’s digital workflow.

The Fish Guy Managing Partner Aaron Rubens said in a statement that the new setup enhances both internal efficiency and the customer experience.

“We’re excited to offer a seamless e-commerce experience to our ‘afishionados’ across Chicagoland. Thanks to the powerful collaboration between eGrowcery and Square, we can now efficiently handle everything from online ordering to secure payments and reliable fulfillment. Our customers love the simplicity, and our team appreciates how well everything integrates,” Rubens said.

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