Why the Most Profitable Merchants Are Not Always the Largest
Volume is a vanity metric. The biggest merchants demand the deepest discounts, the heaviest support burden, and concentrate revenue risk in one relationship. Mid-market and well-segmented merchants often deliver higher risk-adjusted margin, stronger lifetime value, and lower support cost per revenue dollar. This article reframes portfolio profitability around risk-adjusted revenue, support burden per merchant, customer-concentration limits, and how to spot the merchants that actually drive ISO profit.










