It depends on geography. According to Codat's 2021 report [0] on SME accounting market share:
- In the US, QuickBooks is the clear market leader, with 75.7% combined market share across their three main offerings (QB Online, QB SE and QB Desktop). FreshBooks is in second place at 4.5%, and Wave and Xero equal third at 3.5% each
- In the UK, Sage is the market leader, with a combined market share of 28.8% across their three main UK products (Sage 50/50 Cloud, Sage Accounting, and Sage 200cloud); QuickBooks combined market share (Online+Desktop+SE) is closely behind, in second place at 26.2%; and Xero is in third place at 24%
- In Australia + New Zealand, Xero is in first place at 49.4% market share, MYOB in second place at 33.8%, QuickBooks comes third at 11.2%
- In Canada, QuickBooks is the clear market leader with a combined market share of 68.2%; FreshBooks is in second place at 6.9%; while Sage at 6.4% is in third place. Kashoo comes fourth at 4.3%, and Wave, Xero and Logiciel Actiff are equal fifth at 3.8% each.
So, it is really only in North America that "no one can use anything but Quickbooks" is remotely true – and even there, close to 25% of US SMEs and over 30% of Canadian SMEs are successfully using "something other than Quickbooks".
But I agree it is likely true, that for the vast majority of US small-to-medium businesses, GNUCash is not a realistic alternative to Quickbooks. But what about FreshBooks or Wave or Xero? Or the dozen other commercial accounting software vendors with some presence in the US market?
[0] https://www.codat.io/wp-content/uploads/2021/02/Codat_Global...