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  1. certainly trust in-person transactions
  2. prefer to receive good/service first then pay
  3. no preference per se, not sure what your asking here - why not accept both? Given the option would choose LN
sidenote: for sellers that you want to pay BTC/LN for goods - LN is great way to onboard seller if they want to but don't know how - set them up on easy LN wallet (Muun, Wallet of Satoshi) so much easier to see receiving sats instantly without having to get into why need to wait for on-chain confirmation
In person it would be better to give the service or good first and then recieve payment.
But assuming if we are selling online, the business will get bankrupt in a day if it starts selling first and reciving payment later, most are never going to pay after that. IMO, a consumer can present the business as a victim but to how many people the business is going to present?
Actually, accepting both is best but just for the preference, assuming you have 40 USD each in lightning and local currency, you want to buy a book costing 20 USD, in that case what would be your preferable mode of payment?
Agreed, lightning is as fast as its name, it would be fruitful for the businesses already accepting BTC to approve lightning sales.
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Firstly in relation to online selling:
Sellers who offer goods or services online typically require payment before delivery and for instant services like downloading digital content, it makes sense to accept LN for instant settlement. For physical goods requiring shipment, it is reasonable to ask for on-chain payment if preferred and Sellers could confirm transaction before shipping.
Secondly in relation to purchase of book with LN vs dirty fiat: If a seller demonstrates commitment to the circular economy and BTC adoption by accepting BTC for buying goods and services and using for their own purchases, I would be inclined to support them with sats. However, if we do not appear to share similar values this may also be opportunity to unload my dirty fiat in exchange for a book I want anyway.
My preference would be to do business with a seller that I also have shared values around adoption and moving towards a Bitcoin standard. If you not a fully orange pilled sovereign maxi …No sats for you! LOL
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