While EMV use in retail hasn't been as high as it could be, the chance is there for companies to take advantage of consumer access to EMV cards. A Payments Source article cited Visa research indicating that a vast majority of consumers (93 percent) are "aware" of EMV. This figure applies to both those who use chip-based credit card and those who don't: The same source says that 70 percent of Americans currently use at least one of these cards, showing the presence they have, even if it lags behind international figures.
Despite the wide dissemination of certain chip-enhanced cards, merchants are still grappling with the new system, including the liability they face for fraud. For some businesses, the risks may seem to outweigh the benefits, and could certainly overshadow the large amount of attention these cards are getting from users. The same article also notes that just 59 percent of credit cards from MasterCard had chip capabilities at the end of 2015.
Mallory Duncan of the National Retail Federation told the New York Times that payment companies made the initial EMV rollout difficult from the beginning last year.
"They didn't allow for enough time or people to perform this certification," he said. "Merchants have gotten slammed because they weren't able to get certified, because the networks failed to provide the necessary resources to do that." Another trade group representative, Jason Oxman of the Electronic Transactions Association, said that the liabilities "may be creating some frustration" among merchants.
Meeting these challenges may be necessary, though, to accommodate the buyer populations that already have new cards and are ready to use them. With inexpensive credit card POS software, businesses have an option that won't interfere with their existing modernization cost issues.