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Table of Contents

Lead Story

New federal watchdog eyes prepaid cards

News

Industry Update

Heartland nearing closure on breach after favorable ruling

Forensics expert, Google differ on Wallet security

The future of contactless payments

Payment predictions for 2012

Features

PCI SSC rolls out new SIGs

Highlights from Inside Microfinance

Patti Murphy
ProScribes Inc.

Show us the money! - Growing business online by accepting more forms of payment

Brian Crozier
UseMyServices.com

Research Rundown

ISOMetrics:
Online shopping up for holiday season 2011

Lessons from the lemonade stand

Selling Prepaid

Prepaid in brief

Banks exhibit 'appetite for prepaid'

The game card opportunity beyond U.S. borders

Education

Street SmartsSM:
The Durbin Amendment: Bust or boon for the industry?

Bill Pirtle
C3ET Credit Card Consortia for Education & Training Inc.

Kick off 2012 with a plan for success

Peggy Bekavac Olson
Strategic Marketing

Keep it honest in 2012

Jeff Fortney
Clearent LLC

PCI: The year in review, the year to come

Tim Cranny
Panoptic Security Inc.

Company Profile

RocketPay LLC

PAX Technology Inc.

New Products

Going global with online payments

Global Gateway e4
First Data Corp.

A platform for multichannel retailers

Multi-Channel Retail Management Suite
Retail Anywhere

Inspiration

Work through discomfort, expand your reach

Departments

10 Years ago in
The Green Sheet

Forum

Resource Guide

Datebook

Miscellaneous

2012 Calendar of events

Skyscraper Ad

The Green Sheet Online Edition

January 09, 2012  •  Issue 12:01:01

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Show us the money! - Growing business online by accepting more forms of payment

By Brian Crozier

Editor's Note: This article first appeared in the October 2011 issue of Direct Marketing, an Ontario, Canada-based publication about interactive marketing and sales. Reprinted with permission. 2011 by Brian Crozier.

Have you ever been in a retail store that only accepted credit cards for payment? No cash or debit payments? That would be bizarre. But when you go online, you'll find thousands of sites that are still only accepting credit cards for payment, including those for the majority of the direct marketing industry.

The Internet has been traditionally very credit card oriented since the early days, but things are changing fast, and while e-commerce has been a very positive experience for most direct marketers, they often face unforeseen payment and fraud costs when they expand internationally.

Looking to the gaming industry

When we look at the e-commerce payments strategy followed by the online gaming industry, we can see that their sites ensure their customers can fund their accounts with credit cards and a wide variety of other alternatives.

Today, many of the payment companies that became well-known in gaming have also become the leaders in global e-commerce payment processing.

Savvy direct marketers realize that accepting more forms of payment is the easiest and fastest way to boost online sales and profit. Plus it offers a competitive advantage. If you can't accept the form of payment your customers want to use online, they'll either go to the more expensive offline channel or to your competition.

Recognizing the danger of this, the majority of online businesses are now implementing comprehensive, global payment strategies that include accepting more forms of payment than just credit cards.

Offering multiple forms of payment

You might be thinking that accepting payments can't be that difficult, since most consumers have credit cards to make purchases, but research actually shows that 30 to 40 percent of consumers don't have a major credit card and others don't want to use theirs online. Also, credit cards are not as popular outside of North America, so if you have international customers, you need to offer them the payment methods they have in their local country. A web merchant can't make the sale online unless the merchant can accept the payment.

PartyPoker.com (which does not accept U.S. players) is a prime example of a company offering multiple payment options to its customers; every online business could learn from the company's payments strategy and increase sales globally. Remember, by offering your customers more online payment options you increase the odds of making that sale online.

Brian Crozier works in global business development at UseMyServices.com. For the past nine years, the company has focused on making it easy for online merchants to instantly accept payments from their customers with online banking from Canada and around the world. Brian can be reached at brian@usemyservices.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | Harbortouch | USAePay | IRISCRM.COM | Humboldt Merchant Services