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How you accept online payments will
determine the scale of your online profits. So when selecting a merchant account
provider, more than just a degree of circumspection is required. Information is
critical - and too many e-businesses have paralyzed their potential for growth
and profit with a hasty or careless business decision. Choosing the wrong
merchant account provider is surely one of the quickest ways to derail your
online business.
In a nutshell, a merchant account enables you to begin accepting credit card
payments over the Internet. It's a 'liaison' account linking your customer's
credit card account with your own business account. Sounds simple right? So
what's the first critical error many online businesspeople make? They assume
that all merchant accounts are alike.
Of course, this faulty assumption has lead to much e-commerce frustration -
and more than one e-business crisis. Ask any merchant who's spent a day on hold
trying to resolve a simple chargeback, been drained by vampiric fees, or
attempted to reach an elusive customer service department about increasing a
monthly limit (while business grinds to a standstill online).
Here, building a sound business foundation means finding the best merchant
account for your business model, and for the types of goods you sell. Though the
rates of some merchant account providers can give you vertigo, many of the
cheaper solutions will end up costing you more in terms of poor service,
inflexible limits, technical difficulties, or inept customer care. The key is
finding the right balance.
First, competitive rates and reasonable fees are important, so make sure you
do some rate comparison. Here's what you have to look at:
- Transaction
Fees: A transaction fee is
a fixed charge for every online transaction performed online. If you are
selling a small number of high-end, high-margin products, the transaction
fee is going to be basically irrelevant. However, if you're selling books or
CD's or similar low-margin products, a high transaction fee has the
potential to take a sizeable chunk out of your profit - so beware.
- Discount Rates:
A discount rate will be a percentage
charged to you for every online sale you transact. Remember: by itself, a
low discount rate means nothing. Look at a merchant account's entire rate
and fee schedule, as well as other service features.
- Chargeback
Rates: Chargebacks stem
from returned or repudiated purchases. Chargeback rates are implemented to
protect the merchant account provider in the case of returned merchandise or
repudiated transactions. Your chargeback rate will take a percentage of your
total monthly sales - and the specific percentage is determined by what kind
of product or service you sell, as well as your chargeback history.
- Chargeback Fees:
Some merchant account providers will
charge you a fee (beyond your chargeback rate) for every chargeback you
incur. If your business typically receives a disproportionately high amount
of chargebacks, then chargeback fees - compiled with a chargeback rate - can
hit you hard.
When researching a prospective merchant account provider, you need to
evaluate the full rate spectrum in relation to your business model, the amount
of business you expect to transact, your per transaction profit margin, and
the category of goods or services you sell. In effect, make sure that your
merchant provider does not subject you to a one-size-fits-all approach: there
are critical differences between small owner-operated businesses and
monolithic corporations. By now it should be clear that an e-business selling
a few luxury items will have different merchant account needs than a business
relying on high-volume low-margin merchandise.
Though significant, rates and fees are still just the tip of the iceberg.
You need to balance price with the best overall fit for your company. Here are
more critical factors to evaluate.
- Chargebacks:
Do a meticulous analysis of the
chargeback policy and find out where you merchant account provider stands.
Chargebacks are becoming an increasingly touchy issue with credit card
companies and merchants alike, and the dynamics of card-not-present
transactions have pushed merchant account providers to 'deduct' an
increasingly high percentage of transaction proceeds. So evaluate policy.
- Customer
Service: Communication is
critical. Make sure your merchant account provider has the customer care
platform to swiftly and reliably answer questions and resolve problems.
Integrity is important - and the flight-by-night providers don't like to
answer the phone.
- Online
Experience: Make sure your
prospective merchant account provider has extensive experience working with
a wide spectrum of different of business models, both Internet startups and
'brick and click' enterprises.
- 'Integrated'
Service Providers: If you
need more than a merchant account, look for a service provider that can
integrate your merchant account needs with your payment processing, hosting,
or shopping cart requirements. Integrated solutions mean you keep your
infrastructure tight and your customer service focused.
Remember, rates and fees are simply a part of the big picture. Getting a
wider perspective on initially intangible items like sensible policies and
superior customer service is essential in choosing the best provider for your
unique business needs. Look for the details that distinguish one provider from
next. 'First-step' decisions like choosing a merchant account provider need to
be among your most intelligent strategic moves.
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