By Daniele Ioriatti, Head of Sales, Coges

Over the years, I’ve seen the same pattern repeat itself again and again in the vending and cashless payments industry.

A new solution enters the market promising to change everything: ultra-low commissions, no upfront investment, quick activation, simplified management, and increasingly attractive credit card payment conditions. On paper, it looks impossible to ignore — and honestly, I understand why many operators jump on it immediately.

When the Real Cost Emerges Over Time

In a business where margins are constantly under pressure, even saving a few cents on every credit card transaction can feel like a huge opportunity, especially as cashless and contactless payments continue to grow across vending environments.

But experience has taught me that the real question is never “How cheap is it today?”

The real question is: “Will these conditions still make sense a year from now?”

Too often, the answer is no.

After the first phase of aggressive promotion, the scenario changes. Credit card processing fees start increasing, new service costs appear, contracts evolve, and conditions that once seemed clear suddenly become much less convenient. By that point, the operator is already integrated into the system, payment terminals are installed, telemetry and reporting workflows are connected, and changing provider becomes difficult, time-consuming, and expensive.

And that’s exactly where the problem starts.

Because the impact is not only financial. Unexpected changes create uncertainty. They make it harder to forecast costs, protect margins, and make long-term decisions with confidence. In some cases, they even affect the relationship with customers, who ultimately expect credit card payments to work instantly, smoothly, and reliably every single time.

The Value of Transparency and Consistency

Personally, I’ve always believed that transparency is far more valuable than aggressive pricing.

Of course, everyone wants competitive transaction fees and affordable card acceptance costs. But in industries like vending, consistency matters just as much as price — sometimes even more. Knowing exactly what you’re paying for, understanding how commissions are structured, and being able to rely on those conditions over time has real value.

That’s why I believe companies should be careful with offers that seem “too good to be true.” Very often, the discount comes first and the real price comes later.

In the long run, the best payment partners are rarely the ones making the loudest promises or offering the lowest introductory rates.

They’re the ones that stay consistent, remain transparent about credit card processing costs, and keep their word over time.