The process of getting paid from your shopping cart software via a credit card transaction can be a very confusing process for those just getting started. The convenience offered to your shoppers by your ability to transact in credit cards is second only to the genuine increase in the ability of your store to make a sale. If you haven’t started accepting credit cards yet, you are missing the boat.
Below is a very simplified flow of the transaction, followed by a more detailed description to help you better understand.
Your Customer is connected to the Internet
The Internet is connected to the Transaction Server
The Transaction Server is connected to the Processing Network
The Processing Network is connected to your Customer’s Bank
Now, the flow of how you actually get paid for the item purchased in your online store with a credit card.
Your Website is connected to the Internet
The Internet is connected to the Transaction Server (Gateway)
The Transaction Server is connected to the Processing Network (Merchant Account)
The Processing Network is connected to the Your Bank
Both consumers and the merchants are connected to the shopping cart through very similar channels, but like blood pumping through your body the consumer follows the links from checkout to confirmation and the information flows through the Transaction Server, Processing Network and customer bank before it flows back through to the seller through the Transaction Server, Processing Network where the money is deposited in the merchant’s bank. But, amazingly this entire transaction only takes a few seconds.
All shopping carts processing credit card sales are required to use properly encrypted technology to preserve the integrity of the consumer’s online purchase. This means that a customer’s credit card information is not in danger of being exposed and used by a third party.
This is very important because the success of any ecommerce store relies heavily on privacy and security. A reputable and properly supported shopping cart system is a must for any online store.
The truth is, all your shopper really wants is to be certain that their information is safe, know that your business has a good reputation and that their purchase was successful. Most will never know or even care how exactly this magic is accomplished. The use of a secure shopping cart, the attention to the reputation of your firm and great communication will yield happy shoppers.
You’ve worked hard to provide a quality product and build your store. You’ve worked to optimize your shop for search engine success and you supply excellent information to your site’s visitors…. Be a shame to lose the sale because you haven’t properly executed your customer’s transaction with a critical level of care and security . Always make sure you have a secure shopping cart for your shoppers, and they may just reward by coming back….. Or telling a friend!