The New Era of Frictionless EMV 3DS: How Merchants Are Taking Back Control of the Customer Journey
Summary
EMV 3-D Secure (3DS) authentication flows have historically been under issuer control, meaning merchants have struggled to influence issuer risk evaluations and drive frictionless outcomes. That dynamic is changing.
EMV 3DS and the card scheme authentication programs have introduced powerful tools – such as Data Share Only and Acquirer Transaction Risk Analysis (TRA) – that give more direct control back to the merchant. By trading the traditional liability shift for guaranteed frictionless flows, merchants can now actively dictate the cardholder journey. Leading merchants are segmenting trusted, low-risk customers into these flows to ensure a frictionless customer journey and drive higher approval rates.
This webinar breaks down the mechanics of these new EMV 3DS flows, how the card schemes support them, and the financial trade-offs of absorbing liability to boost authorization rates. Join us to learn how to implement a smarter, merchant-controlled authentication strategy.
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