Expanding Everyday Acceptance: How American Express Canada Is Reshaping Merchant Payments

In this exclusive feature, Kerri-Ann Santaguida, Vice President and General Manager of Merchant Services at American Express Canada, shares how Amex is expanding merchant acceptance and making the Card more useful in everyday categories. Acceptance in Canada has more than doubled since 2021 and grown more than sevenfold over the past decade.

She also discusses changing consumer payment habits, the growing role of AI in commerce, and how broader acceptance can help small businesses reduce checkout friction, attract valuable customers, and strengthen long-term loyalty.

American Express has reportedly more than doubled its Card-accepting locations in Canada since 2021, with acceptance increasing more than sevenfold over the past decade. What has driven that growth, and how has American Express’ merchant-acceptance strategy evolved to better support Canadian businesses and Cardmembers?

Our customers are at the centre of everything we do. We’ve been very deliberate about growing acceptance in the places where our Cardmembers live, work and spend every day. That means going beyond areas where Amex has traditionally been strong, like travel and hospitality, and expanding into everyday categories like restaurants, grocery, retail, entertainment and transit, as well as more small and independent businesses.

Much of our growth is driven by creating value on both sides of our network. We want to give Cardmembers more choice and confidence to use their Amex Card wherever they want to shop, while helping Merchants connect with highly engaged customers.

That focus has helped us more than double acceptance in Canada since 2021 and grow it more than sevenfold over the past decade. Today Amex is accepted at millions of places across Canada, and we’re going to keep focusing on the places that matter most to our customers.

Perceptions about where American Express Cards can be used have historically influenced both consumer and merchant behaviour. What strategies have been most effective in changing those perceptions, particularly as acceptance expands into everyday categories such as retail, transit, entertainment, and essential purchases?

Where our Cardmembers can use their Cards has evolved, but perceptions haven’t always kept pace. Younger Cardmembers already know Amex as a card they can use throughout their everyday lives. The opportunity is to make that reality more visible and continue to shift lingering perceptions among those whose views were shaped by past experiences.

Over the past decade, we’ve been very deliberate about broadening acceptance in Canada, from transit networks like the TTC, Metrolinx and BC Transit to everyday retail, grocery and dining.

At the same time, we’ve focused on making it easier to do business with us, from simplifying the experience for merchants, to making sure businesses of all sizes can see the value of accepting Amex. Programs like Amex Offers build on that by helping Cardmembers discover places to shop while giving merchants another way to connect with our customers.

Ultimately, the best experience for our Cardmembers is making sure they can use their Amex in the places that matter most to them. That’s what continues to guide how we grow and strengthen the everyday Cardmember experience across Canada.

What spending and payment trends are you observing among Canadian consumers today, and how are those behaviours reshaping what merchants need to offer at checkout and throughout the customer experience?

AI is changing the path to purchase, from how consumers discover and compare products to how they choose what to buy, and over time, how they transact. For merchants, being recommended by AI is becoming just as important as showing up in search. That means making sure their business is visible across major AI tools, with accurate and consistent information that AI can easily understand.

For Amex, our direct relationships with both Cardmembers and merchants give us a unique view across the payment path. As commerce becomes more AI-powered, we can bring the trust, security and protections people expect from Amex into these new experiences, and keep helping merchants connect with the right customers.

American Express is placing greater emphasis on “everyday spend.” Why is this such an important focus for the company, and how does broader merchant acceptance strengthen the value proposition for both small businesses and Cardmembers?

Everyday spend is about being part of our Cardmembers’ everyday lives. They want to use their Amex whether they’re traveling or grabbing groceries, going out for dinner, shopping locally or taking transit. The more useful the Card is day-to-day, the more value it brings to Cardmembers.

For merchants, that creates a real opportunity. Broader acceptance connects businesses, including small businesses, with our loyal, high-spending Cardmembers and gives them more opportunities to attract and serve these customers.

Through your leadership of Merchant Services and Amex Canada’s Shop Small programs, you work closely with businesses across the country. What opportunities and challenges do Canadian small and mid-sized businesses face as payment preferences evolve, and what advice would you offer owners looking to make payment acceptance a driver of customer loyalty and long-term growth?

For small businesses, the opportunity is to think about payments as part of the broader customer relationship. Consumers want choice, convenience and security, and they increasingly expect to use their preferred way to pay wherever they shop. For small businesses, removing friction at checkout can be one more way to build a great customer experience. My advice is to stay close to how your customers’ preferences are evolving and make it as easy as possible for them to do business with you.

Disclaimer:

The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.