Independent sales organizations apparently aren’t content to stand by and let the big tech companies dominate the new market for micromerchant electronic payments.

Instead, at least a few ISOs are getting into the business of merchant aggregation, just like Square, PayPal, Google and Amazon. In effect, the tech companies or ISOs become the merchant in the eyes of the card brands, while the gardener, pool cleaner or babysitter becomes a submerchant.

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