Consumers are able to navigate an unending web of choice. This presents a small or mid-sized business the question of how to engage the visitor who landed on our website. Familiarity breeds comfort. Trusted payment types, language, and currency will offer comfort. A viewpoint many of our clients that target market specific countries have is to first clear a path to the sale. Getting a consumer to the front is not the goal, getting them all the way to the register is what matters. Merchants simplify the customer's path to the register by offering the most trusted payment methods.