The relationship between consumers and credit cards gets a lot of attention. But merchants also have relationships with credit cards, and the dynamics of this relationship have significant effects on consumers’ use of credit cards as well as on the competitive landscape in the credit card industry. A lot of my academic work has related to this (I apologize for the self-promoting links), and this post is meant to provide a short summary of some of the issues that arise in this relationship. There are a lot of twists that I cannot convey in this blog posting, but I am happy to carry on a conversation in the comments and refer readers to my articles on the topic for more detail (the most recent papers are at the bottom of the linked webpage).
Merchants pay banks a fee on every credit card transaction. The fee is referred to varying as the "merchant discount fee" or the "interchange fee." Because of these fees, credit card transactions are much more expensive for merchants than transactions on most other consumer payment systems: cash, checks, ACH, PIN debit (but not signature debit). There is also significant cost variation among credit cards. Some cards, such as rewards and corporate cards can cost merchants twice as much as others. These fees (tens of billions of dollars) are vital to credit card networks’ profitability and have led merchants to attempt all sorts of strategies to minimize their payment costs.
The largest component of the fee merchants pay goes to finance credit card rewards programs, which in turn generate more credit card transactions. Although merchants finance the rewards programs, they derive little or no benefit from them. Rather than generating additional sales, rewards programs merely induce consumers to shift transactions from less expensive payment systems to more expensive rewards credit cards. So why, then, do all consumers pay the same price for purchases, regardless of the means of payment?
The answer lies in merchants contracts with bank members of the card networks. These contracts incorporate, by reference the networks’ operating rules. Incredibly, the complete network rules are not available for merchants to view (merchants are agreeing to terms that they don’t know!), but their contours are well known, and are substantially similar for all four major networks.
The key rules require merchants to accept all credit cards of particular brands (MC/Visa/Amex/Discover) for all transactions and on the same terms and forbid merchants from surcharging for credit cards. (Federal law gives merchants the right to discount, which is mathematically equivalent, but economically very different.) In short, credit card network rules (a/k/a merchant restraint rules) prohibit merchants from accepting certain credit cards selectively and from pricing according to cost of payment. Merchants find credit card acceptance an all-or-none proposition, and in order to accept the card transactions they want, they are forced to take the more expensive cards on the same terms.
Credit card network rules prevent merchants from signaling to consumers the costs of different payment methods. Accordingly, consumers never internalize the costs of their choice of payment system. Instead, they decide which payment system to use based on a comparison of benefits, not benefits net of cost. And credit cards, with rewards programs, rank higher in consumer preferences than they would if consumers had to internalize their costs. Credit card network rules thus encourage more credit card transactions at higher price than would occur in a perfectly efficient market. By encouraging overconsumption of credit cards as a transacting instrument, card network rules also foster higher levels of consumer debt. In short, some obscure credit card network rules are a factor contributing to more defaults and bankruptcy filings, decreased purchasing power, and inflation.
Credit card network rules also permit card issuers to externalize the costs of rewards programs (and credit cards in general) to merchants. Empirical evidence shows that merchants pass on a large part of this externality to to consumers who do not use reward cards or credit cards at all. The result is a highly regressive cross-subsidy of credit card users by non-card users. In its most egregious form, this means that food stamp recipients are subsidizing first class upgrades for platinum card users!. Essentially, the credit card industry has created a tremendous sub rosa subsidy for itself.
Lastly, credit card network rules distort competition within the credit card industry and among payment systems in general. Credit card network rules take away the cost efficiency advantage of other payment systems (a significant barrier to entry) and allow credit cards to compete on the basis of bundled rewards programs rather than on price. This helps maintain higher profit levels for the entire credit card industry.
How can this be? Surely there couldn't be a market failure on this scale. Impossible. Well, consider this: Even defenders of the four credit card networks (yes, there are only four quasi-competing networks in the entire market), are forced to rely on argument that credit cards are sui generis and have economics of "second best" efficiencies.
What is to be done? Congress has also held some hearings, but is unlikely to act, and the Fed claims (incorrectly, I believe) that it has no authority in the matter. But there’s some hope. Merchants have filed a number of antitrust suits against the card networks. (In re Payment Card Interchange Fee and Merchant Discount Antitrust Litigation (MDL 1720)). Former FTC Chairman Timothy Muris has referred to this litigation as the "largest private antitrust litigation in U.S. history." It's hard to calculate the potential damages, but a figure over a hundred billion is not unrealistic (remember, treble damages in antitrust!). Arguably, at stake is the continued existence of MasterCard and Visa. The litigation spurred the MasterCard IPO and Visa's pending IPO.
What would happen if merchants win in court? Would we suddenly be faced with surcharges for using credit cards or find that we couldn’t count on our cards being honored? Highly unlikely. Merchants would not need to surcharge because the threat of doing so (would you pay 4% more for using an Amex card?) would result in lower fees and less variation among cards. Rewards programs would be scaled back, which is a good thing—card users would have to pay their own way. Basically, credit cards would become what they should be—commodity products unbundled from the bells and whistles of rewards. And the result for consumers? Lower prices, less debt, and, hopefully, more innovative payment products.