by Lena Crossan © 2007, All Rights Reserved
It’s probably one of the most misunderstood aspects of Internet business. While others make it seem so scary, truly, there’s
nothing to fear. Getting an online merchant account can be one of the easiest steps in setting up your ecommerce business, if
you know what to look for and what to avoid.
It used to be - in order to get a merchant account - you had to fill out mounds of paperwork at a stodgy old bank, then try and
convince the branch manager that small businesses deserved merchant accounts, too. If you were an Internet-based business, the uphill battle was even steeper. Today, however, site owners have many other options including merchant account providers, independent sales organizations and more. Because the marketplace has opened so widely, getting an online merchant account is quite a simple process.
THE APPLICATION
Tip: You should never pay an application fee.
This is an old-school practice many institutions used to use to bring in a little extra cash. While applying for an online merchant account these days still requires an application to be completed, account providers stopped charging application fees long ago.
You’ll be expected to provide the basic information (company name, principle’s name, address, phone, fax, type of ownership, website address, etc.). You may also be asked for information such as estimated average credit card transaction, estimatedmonthly sales volume, federal tax ID number or Social Securitynumber, bank account number, routing number and other financialinformation. This is typical in order to allow the onlinemerchant account provider to assess your qualification for theservice, and to determine your credit rating.
Warning: Never fill out an unsecured online application. Look inthe address bar for a URL that begins with https:// to be sureyour information remains safe.
THE FEES
Tip: Calculate a set number of fictitious monthly charges (forexample, 50 charges at $55.00 each) using the fees each merchantaccount provider you’re considering charges. This way you cancompare apples to apples.
Merchant account providers make money by charging for the use ofthe service. Certain flat and percentage-based fees are imposedon everyone who transacts business via credit card online.Let’s look at the fees you can expect and find out what each onerepresents.
· Discount Rate - The percentage of each sale due to themerchant account provider.
· Transaction Fee - A flat-rate amount charged for eachtransaction you process.
· Statement Fee - A flat-rate amount charge for generatingmonthly statements of your account.
· Monthly Minimum - A fee collected if your monthly sales don’texceed this amount.
· Annual Fee - As the name implies, this fee is charged annuallyfor use of the online merchant account.
· Set Up Fee - A flat-rate fee charged for setting up your newmerchant account.
Warning: Many merchant account providers require no contract atall. Others offer discounts for committing to a long-termcontract. If the provider you’re applying with requires alengthy contract without offering a discount, reconsider.
LOOK FOR FLEXIBILITY
Watch for flexibility in online merchant account providers.You’ll want to work with someone who allows you to use theirshopping cart or your own or to use their Internet gateway oryour own. Being forced into using everything the provideroffers can get complicated and expensive. The same goes forflexibility in service. You want a merchant account providerwho will be there if you have questions or need advice.
THE PROCESS
Once your application has been approved, you’ll be ready toaccept credit cards online! Your customers can process theirorders via your site and make purchases immediately. How doesit work? Once the customer enters their credit cardinformation, that data is whisked over to the processing center.The processing center requests authorization from the issuingbank of the credit card. When everything is approved, the salegoes through. It all happens in real time at the blink of aneye!
Just remember:
1) never pay an application fee
2) make sure online merchant account applications are secure
3) use a set number of sample transactions to compare various merchant providers
4) look for flexibility
Before you know it, you’ll be raking in sale after sale on your website thanks to the benefits of online merchant accounts.
Lena Crossan is Marketing Manager of GoEmerchant.com that hasoffered affordable award-winning ecommerce services since 1995.Discover their proven, innovative online merchant account andother solutions today at http://www.GoEmerchant.com.