Customers are increasingly seeking out small businesses and supporting local, independent shops. In fact, 72% of surveyed American Express Card Members said it is important that the stores they shop at are small and independent local businesses. That preference reflects a growing desire to shop with intention — to know who is behind the counter, how products are sourced, and where dollars are spent.
At the same time, customer expectations about the shopping experience have evolved. Shoppers are placing greater emphasis on speed, transparency, and convenience throughout the buying journey. They want to understand what to expect before they walk through the door or click “checkout,” and they often move between digital and in-person experiences as part of a single purchase decision.
For small businesses, meeting these expectations may not always be simple, but even small adjustments can help reduce friction and build trust. Based on American Express research, two opportunities stand out when it comes to helping customers quickly understand what to expect when shopping with you: offering clear, seamless payment options and using visible physical and digital signage. Here’s how you can lean into these trends while staying true to what makes your small business unique.
Offer clear and seamless payment options
Your customers want to know upfront whether their preferred payment method is accepted — and that knowledge can directly influence whether they complete a purchase. According to research conducted by American Express and Forbes in 2025 on consumer payment expectations, nearly a quarter of consumers said they’d consider switching to a competing business if they couldn’t use their preferred payment method.
Clarity helps customers feel confident before they reach checkout. In fact, according to a Morning Consult survey, 84% of American Express Card Members surveyed say that visible acceptance signage increases their likelihood of making a purchase. Displaying accepted payment methods on your website, at your storefront entrance, and near the register with Point-of-Purchase (POP) signage helps set expectations before a customer reaches the final step.
Once a customer decides to buy, the checkout process should be frictionless and consistent across channels. Whether that means offering contactless or tap-to-pay options in-store, minimizing steps during online checkout, or ensuring your payment systems work smoothly, a streamlined experience can help reduce friction at the final step.
Together, clarity and seamlessness shape how customers experience the checkout process. When customers can easily understand how to pay—and complete their purchase without unnecessary steps—they are more likely to move forward with confidence.
Take advantage of visible physical and digital signage
Signage plays a powerful role in shaping how customers perceive your business. Both physical and digital signage serve as visual cues that help customers quickly understand what kind of experience they can expect.
In a physical storefront, clear, consistent signage can help create a sense of professionalism and familiarity, especially for first-time visitors. On an e-commerce website, banners, social media graphics, and email branding all contribute to how recognizable and trustworthy your business feels across different touchpoints.
That’s why card providers like American Express offer complimentary branded digital and physical signage so Merchants can clearly signal Card acceptance in-store and online. Prominently displaying available payment methods, such as American Express, is a simple way to help attract, inform, and retain customers. For Card Members, seeing a familiar payment option may help foster a sense of inclusion and confidence during the checkout experience.
Programs likeShop Small® by American Express provide businesses with access to signage and digital assets designed to celebrate local ownership and strengthen brand identity. These include customizable “In Business Since” signs that highlight a Merchant’s history, as well as branded Shop Small materials that celebrate local ownership. For online-only businesses, similar assets can be incorporated into websites, email marketing, and social media channels to reinforce brand identity.
Visible, well-designed signage — whether physical or digital — helps reinforce consistency across the customer journey. When customers encounter the same visual cues from discovery through checkout, it can help reduce uncertainty and build trust over time. In a competitive environment, these small but intentional details can make a meaningful difference in how your business is remembered.
Small changes, big results
Small businesses are uniquely positioned to meet changing customer expectations because they are close to their communities and able to adapt quickly. By focusing on the details that shape how customers experience your brand, offering clear payment options, and using visible physical and digital signage from card providers like American Express, you can design a more intentional and seamless online and in-store shopping experience.
