For an aggregation site, this may be the value add that could be delivered to the merchant.
In doing business in the US, my biggest tip is to focus. Due to the smaller size of our domestic market, we are forced to diversify our offerings in order to generate the revenue growth required.
As a result, great businesspeople in Australia tend to lead their companies to be great generalists in a given field.
5th Finger in Australia ran a broad business offering and we could compete well against other companies who ran broad business offerings. However in the US, companies fiercely go after a very specific client dollar in a specific market with a specific purpose.
It seems counterintuitive to an Aussie travelling to the US, where the opportunity seems so large, that they are unwilling to focus on just one particular client dollar when they have such a broad toolkit of products which could be of use.
We learned this lesson late and I have seen other Aussie companies come to the US and find it difficult to adjust to this dynamic.