Two More Reasons to Make Your E-Store Plastic-Friendly

There were two pieces of good news for e-shopkeepers in the last 90 days:

? During the final two months of 2007 Americans spent close to $30 billion online, setting a new record for Internet shopping.

? There was also a small but important shift in consumer buying patterns - that being people started to use Web stores for more pedestrian purchases. Translated -- shoppers are starting to look beyond holiday-related specially priced items or hard-to-find purchases when they go shopping on their computer.

So when you combine an increase in the dollar volume of Web shopping with people willing to buy more "everyday" goods via the 'net, and that means is additional revenue streams are opening for e-retailers At least the ones prescient enough to have their sites set up to process credit card transactions.

There was a time when the bricks-and-mortar retailers had an advantage they could leverage - that being consumers wanted what they wanted when they wanted it, and that meant they got into their car and went to the store. Now they're willing to wait a few days because it means they don't have to venture into traffic or navigate the shopping malls.

And for others it's a matter of placing increased value on their personal time. Why burn their lunch hour running errands, or squeeze in shopping after work when they can open their laptop wherever and whenever, shopping on their schedule? Being able to determine their personal shopping time overruled the desire for the immediate acquisition.

However, if an e-shopper should hit your site and finds out they have to send in a check for what they want, they're likely to balk. They'd rather take to time to go shop another site than reach for their checkbook. And does everyone keep a roll of stamps handy these days?

Even though credit-card debt is being treated in some quarters like a modern-day plague, consumers are still getting increasingly wary of a merchant that does not take plastic. Imagine a sports bar that only had black-and-white TVs. Not taking plastic makes a business look less legit.

At this point even the most ardent skeptic should be convinced that processing credit card transactions is good business -- so what's your next move? How do you wade through all the choices available?

If you're lucky you have some business friends who already take credit cards who can offer a trusted third-party endorsement, not to mention help you steer clear of problem vendors. If not, you're going to have to devote some time to research.

On the Web sites of virtually every merchant account company you should be able to find a page that shows what they charge. Cost shouldn't be the only deciding factor, but it's obviously an area that will affect your bottom line. For example, some charge just to consider your application - others waive this kind of fee.

And pay attention to the per-transaction fee. The difference between two merchant services providers may only be a percentage point, which doesn't seem like much until you forecast how many transactions will be processed with that extra point. Over time that will add up into real money that isn't going into your pocket.

And never hesitate to ask for references. A well-run company will not mind letting you speak to some of their existing customers. Make sure you allot the time to have those conversations. They will be well worth the investment of your time.

Jim Osterman is a Web content developer with Charge.com in Alpharetta, GA. Charge.com offers a complete slate of credit card processing and merchant services.