Of all the sharks on Shark Tank, center-seat sitter Kevin O’Leary may be the most conservative when it comes to deals, constantly questioning the valuation of companies. But one company that the investor has gotten behind is Systemax, the parent company of TigerDirect. After speaking at an innovation event held by the technology provider last year, O’Leary has signed on to be its “brand ambassador.” In a recent interview, he laid out three reasons why small businesses need to invest in technology.

Declining costs. Not surprisingly, O’Leary is quick to get to the bottom line when it comes to tech investments. “When I talk to entrepreneurs, I always talk about using technology to enhance productivity and cash flow, particularly small businesses. The cost of implementing technology continues to go down every year. All of their competitors are taking advantage of it.” O’Leary says that a reluctance to invest in new systems can have long-term negative consequences even for public companies. “Not enough has been spent and now they’re accelerating their capex. Those companies are getting scrutinized by the Street and investors want to know they’re getting returns.” But, he argues, the paybacks come quickly. “Nobody invests in tech with a 10-year ROI anymore . Nobody invests unless they get it back in 36 months.”

Customer intelligence. O’Leary says that better business intelligence can drive revenue quickly. He gives the example of Wicket Cupcakes, an early O’Leary Shark Tank investment. The Boston-based bakery that ships cupcakes in a jar has seen its revenue grow for $14,000 to $480,000 per month. In its customer database, the company knows who ordered what and what flavor they ordered so their customer acquisition costs are low compared to competitors and they can drive orders on holidays such as Mother’s Day and Valentine’s Day. “That’s how you make money by buying technology.”

Leveraging mobile. Navigating the mix of mobile and infrastructure can be daunting for many small companies. This is why O’Leary suggests working with a company such as TigerDirect, noting that many of their customers are in the five to ten million-dollar range. “They know what hardware and software work together. Or BYOD. Half the customers can’t afford a chief technology officer.” A tech integrator can help clue companies on the leading edge of technology trends such as wearables. He cites the trend of large smartphones such as the Galaxy Note 4 and iPhone 6 Plus that are increasingly displacing tablets, noting that the large-screen Passport has even helped the fortunes of his home country’s heroes BlackBerry. “I thought that company was dead but now it’s back.”