Just in time for your holiday shopping, here’s a way to stick it to those credit card companies: use PayPal for your Internet shopping.
The New Times is reporting that high-end Web retailers are introducing promotions designed to attract consumers willing to use credit card alternatives like PayPal and Google Checkout. A quick tour of PayPal’s website shows that lower-end merchants like FTD and Avon are getting into the game as well.
Why do these retailers want to lure you away from your credit card? It’s mostly about processing fees, which merchants have been fighting with renewed vigor. Last spring the Washington Post reported that retailers were asking government to regulate per-transaction fees, which credit card companies collect from merchants each time you swipe your card. Credit card companies countered that retailers were seeking price controls. Now merchants are hoping that consumers will simply use an alternative form of electronic payment. PayPal and similar services charge merchants lower processing fees and offer other advantages, such as not requiring retailers to reimburse them for fraudulent purchases.
As David Evans and Richard Schmalensee describe in their book Paying With Plastic, payment systems are multi-sided platform networks. This means that PayPal and other payment providers are intermediaries that can make both consumers and merchants better off. But because a payment network is multi-sided, the benefit to a party of the network depends on how many parties are on the other side of the platform. In other words, consumers don’t care about how many other consumers use PayPal; they just care about how many retailers accept PayPal. Retailers don’t care much about how many other retailers accept PayPal; instead they care about how many consumers use PayPal.