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Nonetheless, many merchants would benefit from lower debit card fees, as the demographic profile of online shoppers who use debit cards is quite similar to that of all web shoppers, says Beth Robertson, Javelin's director of payment research. Plus, retailers that sell at lower price points are likely to see more debit use, as the typical online credit card purchase last year was $96.80, versus $78.70 for debit, Javelin says.
Based on that data, Robertson says, "Online merchants carrying a traditional product mix with broad price point appeal would be the most likely to attract debit card users."
Even if they do nothing, online retailers will benefit from the new rates. And if they can come up with ways to encourage more consumers to use debit instead of credit cards, their winnings will be even bigger.