Multichannel
selling is a reality for a majority of small-to-medium sized merchants,
but payment processing capabilities lag far behind, according to a new
research study commissioned by SecureNet Payment Systems. The study,
conducted in partnership with First Annapolis Consulting, evaluated the
degree to which small-to-medium sized merchants conducted business
through multiple sales channels, in order to assess not only how the
merchants currently process payments, but what needs weren't being met
by their payment providers. The research study is available for download
at:
www.securenet.com/merchantsurvey2013/.
More than 60% of merchants surveyed already accept payments in more
than one channel, but these merchants are not well served by the
payments industry today. A key finding is that in many cases, each new
selling channel requires a different payment provider; in fact, 27%
percent of merchants surveyed had three or more payment processing
software solutions to facilitate payments by channel. Because of the
ineffective implementation of a payments strategy through a single,
omnichannel payment processing provider, merchants struggle with
unnecessarily complicated reporting, complex reconciliation processes
and ineffective transaction pricing structures.
Small businesses identified the two most important issues regarding their multi-channel payments as:
-
Access to reporting that is easy to understand, and
-
The ability to easily understand how cash flows across channels.
Additionally, nearly 50% of single channel merchants anticipate
implementing multi-channel commerce in the next five years. Among single
channel merchants contemplating a multi-channel strategy, the three
issues ranked most highly (important or very important) were simple
technology (49%), easy integration with existing technology (46%), and a
single solution for all of the merchant’s payment needs (41%). Lower
pricing came in fifth, with 39% of single channel merchants indicating
it was important or very important in a multi-channel solution.
Large multi-channel merchants naturally face different challenges than small merchants:
-
64% of merchants with sales above $5 million report inventory control
as a large or very large issue compared with 35% of small merchants.
-
45% of large merchants indicated that facilitating a consumer purchase
in one channel and a return in another channel was a large or very
large issue.
Likewise, large, single-channel merchants have a different set of
concerns than their smaller counterparts regarding the implementation of
a multi-channel solution:
-
71% indicated that strong technical support would have great impact on
their desire to implement a multi-channel solution versus 38% of small
merchants.
-
57% identified reconciliation tools as being a key to multi-channel commerce versus 27% of small, single channel merchants.
-
Nearly half indicated that integration into the merchant’s other
payment solutions would have a very substantial impact on their ability
and desire to implement a multi-channel solution.
"This research study confirms that traditional, single channel payment
partners are simply not fulfilling the needs of a large segment of
American businesses,” said Brent Warrington, CEO, SecureNet Payment
Systems. "The successful multichannel SMB will look for not just a
payments processor, but a technology partner that can scale with a
merchant as business needs change. A truly omnichannel payments solution
offers multichannel merchants the most effective way to streamline
payments across all channels with improved ease, speed and costs. As
merchants demand better solutions, the payments industry will see more
widespread change."