What is Multicurrency pricing, why is it different from DCC, and which is better?

Multicurrency pricing determines pricing based on customers preferred currency typically selected by the customer from a drop-down list. Otherwise geo-location services (such as IP address recognition) determine the country where the customer is located and price based on that countrys domestic currency. However in situations where the customer is only visiting that country and has a credit card priced not in the currency of that country, this can lead to double conversion; i.e.

The cardholder is converted once by the Merchant and then a second time by his or her issuing bank. DCC as described above is more intuitive and user-friendly. Continuum offers both services including a hybrid service that it terms CPC meaning Cardholder Preferred Currency that negates the possibility of double conversion.

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