At one time or another, most businesses have experienced the pain of seeing a sale walk out the door just because they did not have the desired item in stock. Even worse, that customer probably found the item at another store somewhere and started checking there first, which means that your customer is gone forever.
For those who have built their entrepreneurial empires online, the same factors apply. When people want something, they want it right away and no argument about it. A fast, reliable method of accepting online payments is therefore essential to their prosperity. It would be hard to imagine an online business that instructs their customers to print out an order form and mail it to a physical address with their payment enclosed. It sounds hard to believe, but there are still some Internet dinosaurs doing business in this manner.
Of course these are primarily old, established businesses who think they are being bold to offer anything at all online. They must rejoice every month or so when an order comes in. No real online business could survive for a week under such conditions. They must be able to get the needs of their customers taken care of immediately before they lose interest and wander off to some other Internet boutique in search of faster processing or a lower price. Once a customer is ready to buy, nothing must be allowed to delay the transaction. It is too easy for them to take their business elsewhere and forget you were ever there.
While it may take a few minutes to walk across the street from one downtown shop to another, it takes only seconds for a live fish to wriggle off an online hook. Don’t let an antiquated online credit card processing system give them an opportunity to escape.