Thorough explanation by professionals! 3D Secure Optimal solution for reducing cart abandonment & improving sales after introduction

With the mandatory EMV 3-D secure principle in 2025, many e-commerce businesses are facing a new challenge of "declining sales due to abandoned carts."

This article summarizes the webinar featuring Forter, a global player in GMO-PG and fraud detection. We will thoroughly explain how to use "operation patterns" to minimize churn by balancing security enhancement and convenience, as well as the latest fraud Actual.

*This article is an archive of the webinar held in August 2025. The information is current as of August 2025.

EMV 3-D secure has become mandatory in principle

In the e-commerce industry, the introduction of EMV 3-D Secure (hereinafter referred to as "3D Secure") by the end of March 2025 is an unavoidable measure.

However, many merchants who have already introduced and operated it have expressed concerns such as "the number of cart dropouts has increased" and "the correct user may be blocked". In this seminar, we presented specific methods to solve this "dilemma of strengthening security and improving sales".

Why does "cart dropping" occur in 3D Secure?

The main factors that cause 3D Secure churn are the following two in "risk-based authentication":

• Inhibition of user experience:In "challenge authentication" performed when risk-based authentication is judged to be medium risk, it is expected that end users may abandon purchasing due to the burden of transitioning to an additional authentication screen or entering a one-time password.
• False positives: This is a case where a user is originally a genuine user, but it is judged to be high risk and the transaction is not allowed.

The key to solving these issues lies in "enriching parameters" and "selecting appropriate operation patterns" to pass them on to card companies (issuers).

Countermeasure 1: Improve authentication accuracy by adding parameters

In order to improve the accuracy of 3D Secure judgment, it is effective to link as much information as possible (10 or more items recommended) such as device IDs, IP addresses, and shipping addresses.

In fact, at merchants that link more than 10 items of information, the percentage of low-risk judgments in which payment is completed without the authentication screen has increased, and data is showing that it contributes to reducing cart abandonment.

Countermeasure 2: Adopt strategic "Operation Pattern 2"

The Credit Card Security Guidelines indicate three operating patterns depending on the security measures of merchants. Pattern 3 or Pattern 2 is especially easy for e-commerce businesses to tackle.

• Pattern 3:Perform 3D Secure authentication on all transactions. It is easy to operate, but it has the disadvantage of increasing the risk of abandoned baskets.
• Pattern 2:3D Secure authentication is mandatory when registering a card, andat payment, the merchant's risk determination decides whether to perform 3D Secure authentication or not.

To achieve this "pattern 2", in addition to 3D Secure authentication, it is necessary to implement "unauthorized login prevention" and "attribute and behavior analysis".

AI fraud detection "Forter" maximizes sales

The fraud detection solution "Forter" provided by GMO-PG falls under the category of "attribute and behavior analysis". It leverages the identity network of more than 1.8 billion people around the world to enable real-time transaction decisions.

By adopting "3D Secure Operation Pattern 2" while introducing Forter, the following improvements can be expected.

1. Reduced cart drops:Transactions that Forter deems "safe" to skip 3D Secure authentication (or encourage low-risk decisions) to reduce the occurrence of challenging authentication and prevent user churn.
2. authorization Increase in approval rate: The authorization approval rate (the percentage of authorization approvals for authorization requests), which is one of the factors that affect sales, is also an area that depends on the content of the transaction passed to the card company (issuer). In addition to 3D Secure, fraud detection solutions can be used together to block fraudulent transactions at the entrance and only flow clean payment to card companies (issuers), which contributes to improving the merchant's reputation and authorization approval rates.
   ※ Click here for more information on the authorization approval rate​
3. Fully automatic operation:By clearly determining "OK/NG" by AI, "visual checks" and "rule tuning" that have been burdensome in conventional rule-based operations are eliminated, contributing to reducing man-hours for merchants.

Summary: Turning 3D Secure mandatory principles into "opportunities to improve sales"

Responding to 3D Secure is not just a response to a practical guideline, it's a good time to rethink your company's payment UX. Combined with advanced fraud detection solutions like Forter, you can achieve an "offensive payment strategy" that maximizes sales by preventing abandoned carts while ensuring robust security.

Solution Proposal

We will propose solutions to realize the "cart abandonment countermeasures" explained in this webinar.

• PG Multi-Payment Service:It is a comprehensive payment system with one of the largest deployment Actual in Japan. The OpenAPI type that complies with global standards makes it easy to connect to security solutions such as 3D Secure and link multiple parameters, which strongly supports the improvement of authentication accuracy.
• Fraud detection service "Forter": This is a globally adopted fraud detection solution that can be easily implemented by simply embedding JavaScript in conjunction with the GMO-PG system. It is ideal for businesses that want to reduce cart abandonment and improve authorization approval rates at the same time.