Once BannerCoin launches - ICO information here -
BannerCoin.com companies will be able to use a payment acceptance app to accept payments for multiple types of digital currencies. The main difference between using a service like Coinbase's and what BannerCoin is proposing is that the end merchant (or ICO organization in this case) would have full control over where the funds are sent.
With that control, they could then use any exchange to convert the crypto into fiat to use for funding development. in addition, they can gather customer information, store it easily and reference it when it's time to actually distribute the ICO coins. All Coinbase and many other payment systems offer is a simple checkout button. There's no direct tie in with all the post order processing that goes into running a successful ecommerce website. Whether it's accepting funds for ICOs or tracking who ordered what from an online store, a simple payment button does little other than take a payment. It's what happens after the payment is accepted that makes the difference.