Established retailers face the challenge of maintaining digital trust while meeting customer expectations in the ecommerce era. Brooks Running, a century-old brand, successfully transitioned to ecommerce by implementing an AI-driven fraud detection strategy, reducing chargebacks by 92% and striking a balance between security and customer experience, ultimately preserving its brand reputation and expanding into new markets.

Card-not-present retailers have seen a surge in transaction volume - but also an increase in disputes, particularly ‘friendly fraud’. Friendly fraud occurs when legitimate customers dispute legitimate online purchases, resulting in chargebacks for the retailers. This article explores how implementing effective fraud prevention techniques and evidence collection strategies remain crucial for retailers.