ShopKeep and MasterCard have entered a marketing partnership that includes pushing merchants to adopt the EMV standards.

Merchants who participate in MasterCard's Easy Savings program can received a 20% rebate on purchases of point-of-sale hardware from ShopKeep. Items eligible for the rebate include printers and cash drawers.

Additionally, small business customers in the Easy Savings program will receive an Apple Pay and EMV-compatible card reader from ShopKeep.

The card networks have set an Oct. 1 liability shift deadline to transition to EMV payments, and small businesses are reportedly lagging in their migration. Javelin Strategy & Research estimates that barely a quarter of small businesses may be EMV compatible in time.

“As the U.S. transitions to EMV technology, our participation in this program will help more independent merchants in America ensure they have the appropriate technology in place,” Norm Merritt, ShopKeep's chief executive, said in a news release.

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