Evolving the Fraud Function - How Back Market Is Redefining Trust and Customer Experience

Back Market’s fraud and payments team is evolving into a strategic function that plays an active role in shaping the customer journey and driving customer lifetime value. The team has moved beyond its traditional focus on blocking fraud at checkout to become an integral part of how trust and security are built into the overall customer experience. Working closely with product, engineering and data teams, the fraud and risk team influences the customer journey from login and authentication through to checkout. The focus is on maintaining account integrity, ensuring that protection enhances rather than disrupts the experience and embedding fraud insights into decisions that drive retention and growth. This evolution reflects a wider shift across the industry where leading fraud teams are seen as strategic partners with direct impact on both customer and commercial outcomes. In this session, Back Market’s Head of Fraud Davy Msika will join Xavi Sheikrojan from Signifyd to discuss how this transformation is taking shape and what it means for the future role of fraud in global commerce. They will explore how integrating fraud within the broader product and payments strategy helps align protection with customer experience while adapting to the different challenges and expectations across markets. Attendees will gain a practical view of how a modern fraud team can evolve beyond operational control to become a driver of trust, loyalty and measurable business performance.

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