Bitcoin transactions are normal but the time taken for confirmation message of that transaction is more. It has to be solved otherwise buying goods in shops using bitcoins would remain only as a dream.
I think it currently do not have any issue for the shops as some of the companies accept bitcoin with zero confirmation but if a problem of zero confirmation started then people will want for 1 confirmation. The developers have to work for the purpose that they device a tool for bitcoin technology that first confirmation is completed as soon as possible without any delay.
It's not merchants but the payment processors such as BitPay that make up the rules of how they accept and rank incoming transactions. In case of a low amount valued at around ~$20 then with a proper fee (according to current network situation), then it will get accepted instantly without the need to wait for confirmations to come through. For online payments it's not really a big deal to wait for that confirmation, but when you're standing infront of the checkout desk in a store, then it's completely different.