Both merchants and consumers expect the buying experience to be fast, simple and secure. Accepting payments is a complex process and involves multiple players: buyer, seller, payment processors, and banks.
The typical experience of checking out of a store using a credit card represents the standard for the ease with which such transactions ought to be conducted. Any solution that adds friction to this process can be expected to be rejected.
Additionally, consumers are now shifting their purchase patterns to include cross-border, multi-currency electronic payments, and this has only added further competition into the processing space. For processors to maintain and increase market share, they need to be agile and prepared to adopt new technologies to keep pace with the digital natives.