Only 37% of U.S. merchant locations are fully equipped for EMV card acceptance, narrowly missing a projected 40% rate of deployment predicted by management consulting firm Strawhecker Group, according to research it published Wednesday.
The current study showed payment processor readiness, gateway readiness, and technical staff resource availability affected the speed of implementation most. The card networks set an Oct. 1, 2015 date for EMV adoption, after which non-compliant parties faced a shift in fraud liability.
Jared Drieling, business intelligence manager at TSG, anticipates a faster rate of implementation by merchants who delayed to avoid any changes to the payment process ahead of the 2015 holiday season.
“It appeared that some merchants delayed EMV migration completely until the holiday season ended to prevent friction and confusion at the checkout line,” he said in a Feb. 17 news release. “I suspect that many merchants that have delayed, especially merchants in higher risk categories, felt the impact of the liability shift last year and we’ll see them aggressively ramp up plans to migrate.”
TSG said it expects 50% of merchant locations to be able to accept EMV cards by June, and 90% in 2017.
TSG sampled 92 payments services providers that service almost 4 million merchants, or 50% of card transactions.
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Washington, Feb. 9, 2016 – In response to comments from Senate Majority Leader Mitch McConnell today that Internet sales tax legislation would be considered by the chamber during the current session of Congress, NRF Senior Vice President for Government Relations David French said:
“Retailers applaud e-fairness champions Sens. Dick Durbin, Lamar Alexander, Mike Enzi and Heidi Heitkamp for continuing to push for action on removing the government-imposed sales tax advantage that Internet sellers enjoy. Leader McConnell’s plan to work with his colleagues to facilitate a Senate vote on e-fairness legislation this year is a promising step forward, and it helps to ensure that the important Customs conference report can now proceed in the Senate. Retailers across America urge Congress to finish the job on e-fairness before more Main Street businesses are forced to close their doors due to unfair tax preferences.”
NRF is the world’s largest retail trade association, representing discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and Internet retailers from the United States and more than 45 countries. Retail is the nation’s largest private sector employer, supporting one in four U.S. jobs – 42 million working Americans. Contributing $2.6 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s This is Retail campaign highlights the industry’s opportunities for life-long careers, how retailers strengthen communities, and the critical role that retail plays in driving innovation. NRF.com .