Should You Accept Bitcoin as a Payment Method?



Bitcoin, the mysterious and (currently) volatile decentralized virtual currency that relies on cryptographic mathematics to determine its creation and trade, has managed to make its way into a number of ecommerce sites’ shopping carts as an alternative payment option alongside PayPal and credit cards.

Opinions vary about whether or not the novelty may wear off, the bubble will burst or if it will truly disrupt the international banking system as we know it.  But the question for ecommerce professionals is whether or not Bitcoin should be considered as a payment option, today.

What is Bitcoin?

Bitcoin (BTC) is a peer-to-peer digital dollar that was created by an individual or collective by the pseudonym of Satoshi Nakamoto.  Any computer can run a free application called a Bitcoin miner, which performs the necessary calculations to create the coin, storing BTC in a free, open source digital wallet of your choice.  All churn-and-burn activities are broadcast across the public Bitcoin network and permanently recorded.  It claims to be anonymous and untraceable to any individual, though a core developer told Gawker that law enforcement could apply network analysis to track down individuals if necessary.

Bitcoin is both a currency and a commodity — speculators have sent BTC’s value soaring and crashing.  Despite this, Bitcoin is being taken seriously by Web properties like WordPress, Reddit and Wikileaks, physical businesses like bars and restaurants and several small-business, ecommerce software platforms that have plug-ins that support BitPay (a Bitcoin payment processor that performs an exchange into local currency at its daily rate).  Bitcoin claims over 4,500 digital and physical companies use its service.

Why Bitcoin for Commerce?

Bitcoin charges no transaction fees for consumers.  From a merchant perspective, Bitcoin’s lower transaction fees (1-2 percent) and protection against any type of reversal or chargeback makes it attractive.

BTC also opens up business to customers in countries not supported by PayPal and other credit issuers, as well as minors.  Unlike bank transfers through PayPal, payment clears instantly — a benefit for both businesses and customers.

Bitcoin for Digital Products

Digital goods publishers and online service providers like Web hosts have much to gain from access to a truly global market — physical shipping is moot.

While other virtual currencies, like the defunct Facebook Credits, are limited to a closed platform and typically siphon a large chunk of revenue (Facebook Credits were 30 percent, for example), Bitcoin is universal, making it appealing to developers and publishers who want to maximize content monetization and use a standard virtual currency that’s platform agnostic.

Is There Demand for Bitcoin as a Payment Method?

Those in the know about Bitcoin tend to lean on the techie side, so your target customer may still be blissfully ignorant about it.  In fact, offering it as a payment option to those who don’t recognize it can lower conversion by introducing confusion.

On the other hand, if you’re a small business with a tech-geared customer, riding the wave and getting listed in shopping directories for BTC holders could build awareness of your site and be a value proposition to this customer segment.

Web host Namecheap’s website claims customer demand fueled its decision to include the payment option.  “For months, Bitcoin has been requested of Namecheap among the tech audience.  We’re pleased to announce that we’ve listened to your feedback.”

Risky Bitness

As a digital currency, Bitcoin is potentially vulnerable to hacking, the public losing interest or the bubble popping.  And while it has a proof-of-concept that shows promise for decentralized money, it’s still yet to be proven.  There remains enough FUD (fear, uncertainty and doubt) to keep customers from demanding it as a payment option.  And to become truly disruptive requires a critical mass of trusting users.

For now, only businesses with customer demand for Bitcoin should add it to checkout.  The rest can sit back and wait to see whether this turns out to be a disruptor or just a digital pipedream.

Reprinted by permission.

About the author: Linda Bustos

As Director of Ecommerce Research at Elastic Path, Linda Bustos works with some of the world’s largest companies to help improve conversion rates and profitability on the Web. In addition to writing the Get Elastic blog since 2007, Linda’s articles have appeared in Mobile Marketer, CMO Magazine, E-Marketing + Commerce, and Search Marketing Standard. She is a frequent speaker at industry events, including XCommerce, Conversion Conference, and Affiliate Management Days.

In 2010, Linda earned a spot on the DMNews Top 30 Direct Marketers Under 30 list. She has served as faculty for the Banff New Media Institute’s Career Accelerator Program and Marketing Profs University, and has appeared as one of the Top 100 Influential Marketers of the year in 2008 and 2009. Prior to joining Elastic Path, Linda worked agency-side, specializing in usability and SEO.

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