17 months seems like a long time. However, we all know that time can fly by quickly, so you need to make sure you are prepared. While you, the merchant, can be prepared, and your customers can be prepared, if your alcohol sales merchant account provider prepared?
I hope that everyone will be prepared next fall when the EMV changes are implemented. Some card makers are already offering up the cards, as they are helpful to US citizens traveling to Europe. EMV cards have long been used in Europe, and their percentage of fraudulent activity is very small. This is welcomed news, thanks to the massive hackings that have taken place in the US and Canada over the past few years. However, regardless of how great the technology is, if your alcohol sales merchant account provider is not prepared, you cannot accept these card payments.
Even though it is 17 months away, you still need to make sure that preparations are already being made by your alcohol sales merchant account provider. Many times, merchant account providers wait until the last minute to implement changes – even mandatory changes with advanced notice – and any glitch can knock your business off its feet. Sadly, most merchant account providers are not preparing for the changes. While this may frighten you, you do not have to worry if your alcohol sales merchant account is in the right hands.
The “right hands” is EMB. EMB, or eMerchantBroker.com, is the top-rated high risk merchant account provider in the USA, as well as Canada. With EMB, you have the ability to have a fully functioning merchant account, without the outrageous costs that usually come with high risk merchant accounts. If you are a new merchant, or are not versed in merchant account lingo, alcohol sales merchant accounts fall into the high risk category, due to its higher risk of incurring fraudulent activity. There is nothing wrong with operating these companies, but it is tough to find a good merchant account processor to provide account for these companies.