Gen Y is Your E-Business' Next Generation

Though the final numbers are not tallied yet, online retailer shop.org estimates that more than three-quarters of all shoppers over the age of 13 did their 2007 shopping via the Internet.

Window shopping has merged with Web surfing and that can mean increased profits for companies that offer goods and services on the Internet, as well as accepting credit cards through their sites. This is especially important for companies trying to reach the growing Generation Y consumer.

As such it is not longer just a good idea for your Web site to offer the option of paying with plastic - it's imperative for future growth and survival. Generation Y has probably never known what it's like to order something, write out a check, put it in an envelope, slap on a stamp and put it in the mail.

They want to be able to point, pull out their plastic, and click.

And if this will take some getting used to, consider that:

• People who shop on a site that accepts credit cards are more likely to make their purchase

• Those same people are also prone to purchase additional items

Do you really need any other reason to set up card processing services?

And if the prospect of setting up merchant account services is causing anxiety, relax. It's no more complicated or time-consuming that opening a checking account or securing a domain name. But if you'll invest some time in researching provider companies, you can save a lot of money.

And while just about every merchant services provider site offers testimonials, don't be afraid to ask for references you can actually talk to. And likewise don't be shy about picking up the phone and making some calls. Have your list of questions ready. It may seems like you're imposing on someone's time, but anybody willing to be listed as a reference is willing to take your phone call.

The spending power of Generation Y's credit cards is only going to grow. How much of their money is going to end up in your pocket?