E-commerce
September 18, 2026
Are you wondering why American Express, long perceived as expensive and demanding, is now seeking to convince more and more merchants? The answer lies in one word: competition. Faced with Visa and Mastercard, which have expanded their offerings to a wealthy clientele, Amex had to review its strategy to stay in the race.
Concretely, American Express has set up programs like OptBlue to simplify the acceptance of its cards and reduce its fees, to the point of reaching parity with its competitors. But this change did not happen without effort: it was necessary to rethink a historically closed and costly business model.
So, why does American Express want more merchants? On the agenda:
What is the business model of American Express?
Why did Amex fall behind Visa and Mastercard?
How did the OptBlue program change the game?
What are the benefits for merchants who accept Amex?
How does Qstomy help manage payments and build loyalty?
Let's go.
Summary
What is the business model of American Express?
American Express operates on a closed-loop system, unlike Visa and Mastercard which use an open-loop system. In an open-loop system, Visa and Mastercard only process transactions; it is the issuing banks that extend credit to cardholders. Amex, on the other hand, issues its own cards and manages its own processing network, without a banking intermediary.
This closed model allows Amex to collect interest on its customers' outstanding balances, which is a major source of revenue. However, this also implies higher costs for merchants, as Amex has to fund its entire infrastructure. Historically, Amex processing fees were therefore higher than those of its competitors, which for a long time slowed down its adoption by merchants.
Furthermore, this verticalized model gives Amex total control over the customer experience, from card issuance to dispute management. This translates into highly regarded customer service and very generous loyalty programs, but also into reduced flexibility for merchants who must comply with strict rules. This approach was long perceived as a barrier, but it also represents a guarantee of quality and security for cardholders.
Convert over 2,000 customers on average per month with Qstomy.
The world’s 1st Shopify AI dedicated to customer conversion
Empowering 200+ e-commerce merchants
Why has Amex fallen behind Visa and Mastercard?
In 2016, the gap was glaring: the volume of purchases processed by Visa and Mastercard was about three times higher than that of Amex, according to The Nilson Report. Average fees for merchants were 2.12% for Visa/Mastercard compared to 2.36% for Amex, a premium of 24 basis points for a much lower volume.
This lag can be explained by Amex's strategy, which targeted an affluent clientele and was willing to lose market share to preserve its margins. Merchants, for their part, hesitated to pay more for a less-used network. As a result, Amex was perceived as a luxury option, reserved for a few high-end businesses.
This situation created a vicious cycle: fewer merchants accepted Amex, which discouraged consumers from applying for the card, which in turn reinforced the idea that it was useless. To break this cycle, Amex had to not only reduce its fees, but also simplify its acceptance process, a major challenge for a company accustomed to a rigid model.
How did competition push Amex to change?
The game changed when Visa and Mastercard issuers began launching premium cards with rewards programs, travel points, and exclusive offers, directly inspired by Amex's DNA. These products targeted the same affluent clientele, once the exclusive domain of Amex.
Faced with this offensive, Amex realized that its competitive advantage was eroding. To maintain its market share, it became crucial to expand its merchant acceptance. Parity with Visa and Mastercard was no longer a distant goal, but a strategic necessity to avoid being left behind.
At the same time, consumers began demanding more flexibility in their payment methods. They no longer wanted to be limited by their card's network. This market pressure pushed Amex to accelerate its transformation, investing heavily in partnerships and technologies to facilitate the integration of its cards with merchants of all sizes.
How did the OptBlue program change the game?
Launched in 2014, OptBlue revolutionized the way merchants accept American Express. Before this program, accepting Amex involved opening a separate merchant account dedicated solely to Amex transactions, with heavy administrative procedures and complex accounting.
With OptBlue, merchants can simply ask their existing payment processor to handle Amex transactions, integrating them into the same account as Visa, Mastercard, and Discover. Deposits arrive in a unified manner, on the same schedule, and statements are consolidated. No more reconciliation headaches.
This change has significantly reduced barriers to entry. Small merchants, who did not have the resources to manage a separate account, can now accept Amex without extra effort. In addition, OptBlue has allowed Amex to leverage the distribution network of processors, which already have established relationships with thousands of merchants, thereby accelerating its expansion.
What are the pricing benefits of OptBlue?
Thanks to OptBlue, payment processors can negotiate volume discounts directly with American Express. These discounts are then passed on to merchants, who benefit from much more competitive rates than before.
In 2018, the average fees for Visa and Mastercard were 2.26%, compared to 2.30% for Amex, a gap reduced to just 4 basis points. This near-parity in pricing removed the main obstacle to Amex adoption by merchants, who no longer saw any reason to refuse these cards.
This evolution also encouraged merchants to rethink their strategy. Rather than viewing Amex as an additional cost, they saw it as an opportunity to attract higher-spending customers. Processors, for their part, integrated Amex into their standard offerings, further simplifying the process for merchants wishing to diversify their payment methods.
What are the benefits for merchants who accept Amex?
Accepting American Express is, above all, about attracting a wealthier clientele. Studies show that Amex cardholders spend on average three times more than other cardholders, and that the average amount per transaction is nearly twice as high.
For a merchant, this means a higher average basket and more loyal customers. Even if the fees were slightly higher, the return on investment can be attractive, especially if your offer targets a premium clientele. With OptBlue, these benefits are now accessible without the administrative constraints of the past.
Additionally, Amex cardholders are often frequent travelers and business professionals, which can be an asset for businesses located in tourist or business areas. By accepting Amex, you show this clientele that you are a modern and welcoming merchant, which strengthens your brand image and your appeal.
What are the remaining challenges to accepting Amex?
Despite progress, accepting Amex can still present some challenges. Fees, although reduced, sometimes remain slightly higher than those of Visa and Mastercard, especially for small volumes. Furthermore, some processors do not yet support OptBlue, forcing the maintenance of a separate account.
Finally, the Amex clientele, although high-spending, is not universal. If your business does not target this segment, the benefit of accepting Amex may be limited. It is therefore essential to analyze your customer base before getting started.
Technical aspects must also be considered: some payment terminals may require an update to accept Amex cards, and refund management can be slightly different. However, these obstacles are increasingly rare, as most modern solutions integrate Amex by default, and processors offer dedicated support to facilitate the transition.
What financial incentives has Amex put in place?
American Express has also resorted to direct financial incentives. According to reports, Amex allegedly paid up to $450,000 to certain merchants to convince them to accept its cards, although the company only acknowledges sign-up bonuses of about $10,000, granted to 133 merchants since 2018.
These incentives, combined with OptBlue, have allowed Amex to close the gap. Today, the number of merchants accepting Amex is comparable to that of Visa and Mastercard, an achievement that seemed unthinkable a few years ago.
These sign-up bonuses are often accompanied by conditions, such as a minimum transaction volume over a given period. They are designed to encourage merchants to test Amex and see the benefits for themselves. Once the trial period is over, many choose to continue, as the benefits in terms of revenue far outweigh the initial costs.
What is the impact of acceptance parity?
Acceptance parity between Amex, Visa, and Mastercard has significant consequences for merchants. On one hand, it standardizes processing conditions, simplifying payment management. On the other hand, it strengthens competition between networks, which can lead to more advantageous offers.
For consumers, this means more choice and a smoother purchasing experience, without worrying about whether their card will be accepted. For merchants, it is the opportunity to capture a wider customer base without sacrificing their margin.
This parity also has an impact on negotiation: merchants can now compare offers from different networks and choose the one that best suits their needs. Processors, for their part, are encouraged to offer more transparent and competitive rates, which benefits the entire payment ecosystem.
How do you decide if accepting Amex makes sense?
Before activating American Express, evaluate your target customer base. If you sell high-end products or premium services, accepting Amex can be an asset. Analyze your sales data to see if customers are already using Amex cards through other channels.
Next, verify that your payment processor supports OptBlue. If it doesn't, consider switching or negotiating competitive fees. Finally, test the impact on your average basket size and conversion rate. Once these elements are validated, accepting Amex can become a real driver for growth.
It is also recommended to clearly communicate on your website and in-store that you accept Amex, in order to attract the relevant customers. You can also set up special promotions for Amex cardholders, such as discounts or loyalty offers, to encourage their retention and maximize your return on investment.
How does Qstomy help manage payments and build loyalty?
Qstomy, your Shopify AI agent, simplifies daily payment management. It can automatically answer customer questions about accepted payment methods, including American Express, and reassure them about transaction security. This reduces friction and increases trust, thereby boosting conversion.
Furthermore, Qstomy tracks packages and manages returns, which improves the post-purchase experience. In the event of a dispute, it can explain your refund policies. Finally, thanks to its personalized recommendations and cross-selling, it increases the average basket size, a major asset for leveraging the Amex customer base.
Qstomy can also provide you with analytics on your customers' payment preferences, helping you decide if accepting Amex is relevant to your business. It can also automate loyalty campaigns targeting Amex cardholders, thereby strengthening their engagement and long-term value.
Checklist for accepting American Express
Before you get started, follow this checklist:
Analyze your customer base: identify whether your customers are likely to use Amex.
Check your processor: ensure they support OptBlue.
Compare fees: negotiate rates close to those of Visa/Mastercard.
Test the impact: measure changes in average cart value and conversion rate.
Train your team: prepare your support agents to answer questions about Amex.
In brief
American Express has adapted to win back merchants, thanks to OptBlue and a more aggressive pricing strategy. Accepting Amex can be a real plus for attracting an affluent customer base, provided you prepare your integration well.
FAQ
Is Amex really more expensive than Visa? Historically yes, but with OptBlue, fees are now comparable.
Do I need to open a separate account for Amex? No, with OptBlue, everything is integrated into your existing account.
Can Qstomy handle questions about Amex? Yes, Qstomy can automatically answer customers about accepted payment methods.
To go further: How to handle customer questions on gift cards combined with a card payment - Qstomy, Why choose Shopify for your e-commerce? - Qstomy, Business plan: guide and template to succeed in your e-commerce project - Qstomy, E-commerce SEO strategy for category pages - Qstomy, How to handle customer questions on taxes applied to gift cards - Qstomy, Complete guide to managing inventory in the Shopify admin - Qstomy, Shipping strategies: reduce costs and increase sales - Qstomy.
Enzo
September 18, 2026
