Retail merchants process face-to-face sales through the credit card terminal by swiping the card. This allows you to obtain lower discount rates on your transactions and mitigate risk by checking the customer’s picture ID to verify that the credit card belongs to the customer. All American Merchant Services offers rates begin at 1.15% for swiped credit card merchant accounts, which is one of the lowest rates in the industry. Retail merchants are both storefront locations as well as in businesses where the merchants travel with a wireless credit card terminal. In both cases, at least 50% of your payment processing activity should involve face-to-face swiped transactions. Retail merchants also have the ability to process checks, gift cards and process PIN-based debit transactions by having the Customers key in PIN-numbers. Many consumers expect retail merchants to accept credit cards and debit cards.