Over the last several years, as online sales and bill pay have gained momentum, merchants and financial services executives have explored ways to expand their role in online purchasing and payments by attracting the potential “buyers/payers” segment. The financial services underserved are the largest of those growth segments, with sizable buying/payment potential representing untapped opportunity for the banking world. For them and for others, cash will remain part of the payments equation. All debit card industry participants should remain aware of online cash payments as an attractive alternative payment service.