Delivering a great shopping experience is about more than just the shopping, it's about the paying too. However, today merchants are so hyper-focused on the risk of fraud and attacks, the ease of checkout often suffers, leaving customers frustrated and carts abandoned. Rigorous risk mitigation tools can cause friction in the payment process. Multiple security and authentication steps, low tolerance rules, and cumbersome hurdles are triggering an increase in false declines, with legitimate card-not-present (CNP) transactions rejected due to a suspicion of fraud. On the other hand, relaxing fraud prevention measures to make way for a seamless shopping experience can open up merchants to the significant risk of undetected fraudulent transactions and increase in chargebacks.

https://www.finextra.com/blogposting/20471/preventing-fraud-without-compromising-the-customer-experience