Industry Average Calculation
How we calculate "Industry Average" when tobacco POS companies won't publish their rates.
The Transparency Problem
Most tobacco POS companies don't publish their credit card processing rates. They say "contact for quote" or provide nothing at all.
We believe that's a red flag. If a company won't tell you their rates publicly, what else are they hiding?
As tobacco retailers ourselves, we find this frustrating. Credit card processing is often your largest ongoing cost — way more than software fees. You deserve to know these costs before signing a contract.
So when we compare TORO to competitors who hide their rates, we calculate an "Industry Average" based on the companies that ARE transparent. Here's how:
Our Calculation Method
Step 1: Identify Companies with Published Rates
| Company | In-Store Rate | CNP/Online Rate | Source |
|---|---|---|---|
| TORO POS | 2% avg (1.8-2.2%) | 2% (same rate) | Published |
| Square | 2.6% + 10c | 3.5% + 15c | Published |
| Clover | 2.3% + 10c | 3.5% + 10c | Published |
| CigarPOS | Not published | Not published | Hidden |
| Fastrax | Not published | Not published | Hidden |
| Lightspeed | Not published | Not published | Hidden |
Last updated: February 2026. If you represent one of these companies and we have your rates wrong (or you've published them since we last checked), please email email us and we'll update immediately.
Step 2: Calculate Industry Average
We exclude TORO from the average (we're comparing TO us) and calculate based on published rates:
In-Store Processing:
Square: 2.6% + 10c ~ 2.7% effective
Clover: 2.3% + 10c ~ 2.5% effective
Industry Average: 2.6%
Card-Not-Present / Online:
Square: 3.5% + 15c ~ 3.6% effective
Clover: 3.5% + 10c ~ 3.6% effective
Industry Average: 3.6%
When We Use "Industry Average"
When comparing TORO to companies that don't publish rates (CigarPOS, Fastrax, Lightspeed, etc.), we use the Industry Average calculated above.
We always make it clear when we're using an estimate:
- •We state "Industry Average (not published by [Company])"
- •We link to this methodology page
- •We note that you should ask them directly for their actual rate
- •We invite the company to correct us if our estimate is wrong
The lack of published pricing itself is a red flag. If they won't tell you their rates publicly, ask yourself why.
Questions to Ask ANY POS Company
Before signing with any tobacco POS system, ask these questions:
1. What is your exact in-store processing rate?
Not 'competitive' or 'as low as' - the actual rate you'll pay.
2. What is your card-not-present rate for phone orders?
If it's higher than in-store, ask why and how much higher.
3. What is your online e-commerce processing rate?
Again, if higher than in-store, ask why.
4. Do you make money from processing margins?
Are they incentivized to keep your costs high?
5. When was your last price increase?
TORO hasn't raised prices since 2013. Can they say the same?
6. Why aren't your rates published on your website?
What are they hiding?
TORO's Transparency Commitment
Our Published Rates:
- Software: $5,000 + $119/month
- In-Store Processing: 2% average (1.8-2.2%)
- Card-Not-Present: 2% (same rate - no markup)
- Online/E-commerce: 2% (same rate - no markup)
- Last Price Increase: Never - same price since 2013
We're tobacco retailers.We built TORO because generic POS systems didn't work for our own stores. We price it the way we wish others priced theirs: transparently.
If you catch us being anything less than completely transparent, call us out. Email email us.
See Real Costs, Not Sales Pitches
Compare TORO's published rates to industry averages and see the difference transparency makes.