Why you need to accept American Express

Over the years, a number of our eCommerce clients have been vehement about not accepting American Express. This is one of the more costly mistakes a merchant can make in business, because it's difficult (if not impossible) to measure the lost revenues from loyal Amex customers.

When we develop an eCommerce system, it is user based, meaning that our priority is to built it from the perspective of our client's customers first, because they are ultimately the bottom line between eCommerce success and failure. The two arguments that client's have presented for not accepting Amex are:

1. The higher percentage that Amex charges merchants
2. Amex's no-questions asked consumer-sided chargeback policy

Yes, American Express charges a higher percentage to merchants. However, consider this: a potential customer visits your website and is motivated and prepared to make a purchase. Then they notice that you don't accept Amex -and so they leave without making a comment, asking questions or making a suggestion. They just leave, gone forever, period. Why? Because American Express is the only card they trust and use.

A few thoughts on the American Express no-questions asked consumer-sided chargeback policy: It's the fear of retailers that they will not only incur losses -but have absolutely no right to defend themselves. This is understandable. However, the purpose of this Amex policy is to protect the consumer. We suggest not sweating the small stuff by creating an old fashioned satisfaction guaranteed and return policy. If a customer is not satisfied within a reasonable period of time - then refund their money.

What's been most interesting to us, is that in 5 out of the 6 cases where a client has refused to accept American Express, it was their method of choice for paying us. Ironic, isn't it?