Assumptions can be a dangerous thing - and in the world of business they can be costly.

That includes assumptions made in tandem with facts. Indeed, when assumptions are mixed with facts it's like trying to blend oil and water with outcome about as predictable.

For example - the notion of the exploding online shopping boom, the wisdom of starting an Internet business and credit card processing.

It is a fact that more and more people are sitting down at their computers daily to shop. What was once a novelty, then a way to get hard-to-find or specialty items, has no gone mainstream. People enjoy the ease and convenience of online shopping.

It is also a fact that more than 80 percent of all purchases made over the ‘net are paid for using a credit card. Consumers like the speed and ease of finishing their online transaction with a credit card. And often they get additional buyer protections when they do so. Indeed, they like using their credit cards for online shopping so much that they will not shop a site that does not offer card processing.

So armed with these facts an ambitious person might put the facts together and think it would be a great idea to start an online business that accepts credit cards, so they can tap into all those sales flying around in cyber space.

And they assume that any credit card online processing provider can take care of what they need and sign the first deal that is offered. This is where a costly mistake can be made. Because while merchant services are a great idea for e-store owners, they need to make the choice wisely to make sure they are with a provider that can give them the maximum benefit of ecommerce.

The best way into that conversation is to look at their business. Are they selling a service or a product? If it's the latter is it a common product or a specialty item?

If it's a common item, or they are selling a service, the smart play would be getting merchant services that allow for multiple transactions at any given time.

However, if they are selling a specialty product, like rare and expensive antique clocks, it would be wiser to find a deal with a low monthly minimum as they do not need to push through several transactions to show a profit.

Another consideration is making sure they do business with a credit card services company that handles e-businesses like theirs on a regular basis. The wrong provider won't be able to offer a deal that works in their favor. For example, banks offer merchant accounts, but their rates usually are as competitive as a new e-merchant might need.

And one final cautionary note. There are also providers who claim to have the lowest prices or offer discounts that seem hard to resist. The catch is that usually those deals have parameters that few, if any, businesses can fit into.

Make some calls, ask a lot of questions, and find the merchant services company that best suits your needs.

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