The US Conversion to EMV Chip Cards Is Underway – But How Will This Affect The Online Market?

Mar 25, 2014

American merchants are likely to be a little skeptical about the long-awaited introduction of Europay-Mastercard-Visa (EMV) chip cards into the country, which have been present for quite a long time in other countries. “Why the negativity?” I hear you ask. Although EMV cards are very effective in preventing fraud in card-present transactions, they are not so protective in card-not-present transactions, which are purchases made online and via telephone.

The truth is, these cards offer no more protection than the magnetic-stripe cards they are due to replace. The UK, which converted to EMV cards in 2004, experienced card-not-present fraud statistics as high as 62% in 2010, a big difference from the 30% in 2004. Not only this, but Canada, which converted to EMV shortly after the United Kingdom, saw a 19% increase in online fraud in 2010 compared to 2 years previously. In these countries, online channels are the major source of card fraud. It is no wonder that many e-merchants in America are worrying that the same will happen to this country.

Despite the widespread worries and doubts, U.S. payments executives are keen to discuss methods by which they can prevent the expected increase in online fraud, especially after the EMV deadline has been set for October 2015. Proposed solutions vary from increased use of existing anti-fraud services to biometrics, tokenized transactions, and other remedies. However, merchants who are experienced in handling online fraud have suggested that better use of in-house data may be the best thing to do. For example, Southwest Airlines has reduced online fraud by a huge 75%, ever since it started implementing new controls and deploying software that mines its internal data for any fraud indicators, about five years ago. This is very significant for the company because almost 85% of the carrier’s bookings are made online.

Although fraud-prevention measures made by card networks, such as card verification values (CVVs) and codes on the back of the card are helpful, they are not as effective as in-house data when it comes to preventing online fraud, according to Priebe, the director of payment strategies in Southwest Airline’s treasury operation. He also said that, although Southwest and many other companies will be on high alert when EMV is introduced, the situation is not likely to grow as bad as the situation in Europe.

Sure, many merchants, especially those who run their businesses online, are bound to be a little worried about potential online fraud once EMV is introduced into the U.S. However, the fact that executives are looking further into the different ways to prevent this from happening is very reassuring indeed.


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Having a merchant account allows an account holder to take advantage of merchant cash advances. When a merchant is approved for an advance, the business agrees to receive a lump sum of cash in exchange for an agreed-upon percentage of future credit card sales.

Pricing varies depending on the merchant’s industry, past credit card processing history, the type of business seeking the account, average ticket sales, and average transaction volumes.

Yes, EMB works with merchants who are building their credit, as well as those who have poor credit. EMB also approves merchants that have no credit card processing history and businesses that have lost their merchant accounts due to high chargebacks.

Several factors influence a merchant’s risk level. Though only one factor likely will not get a merchant classified as high risk, a combination of these may: business size, location, and industry, credit score, credit card processing history, a industry’s reputation for excessive chargebacks, a prior history of high chargeback ratios, and whether a merchant exclusively sells online.

Virtual terminals are stationed on a merchant’s website, making it easy for customers to make a payment or purchase online. Merchants or a payment processor can easily set up virtual terminals, so online businesses can accept credit and debit card and e-check transactions.

A merchant account is a business account with an acquiring bank. Without this business account, which actually works more like a line of credit, a merchant cannot accept and process credit and debit card transactions. Businesses need a merchant account to accept major credit cards via a static point-of-sale terminal, mobile card reader, or through a virtual payment gateway.

After filling out EMB’s simple online application and submitting any necessary, requested documents, many merchants get approved within 24 and 48 hours.

EMB specializes in working with high-risk merchants. EMB works with many merchants, including but not limited to businesses in these industries: gambling and gaming, adult entertainment, nutraceuticals, vaping and e-cigarettes, electronics, tech support, travel, high-end furniture, weight loss programs, calling cards, e-books and software, and telecommunications.

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