2) Probably a lot to begin with. There is a perceived "security" in using cards online (thanks to years of marketing and PR by issuers, authorisers and gateways

2) Probably a lot to begin with. There is a perceived "security" in using cards online (thanks to years of marketing and PR by issuers, authorisers and gateways). However, running Dwolla side-by-side with a card solution - with the reduced price option - I think it will be surprising to see how many customers start to see Dwolla as the favourite. The trick is to create that difference for customers to see. And remember... just because your cost per transaction may go down, doesn't mean your prices have to! Why not use it as an opportunity to stick card fees on top? I'm sure that will give customers plenty of incentive to the point where it makes no sense to use a full-time payment gateway... just stick Paypal's 'free' web payments solution on there to catch the drifters