Gift Cards: Popular with Shoppers, Fraudsters

Chargebacks911® COO Monica Eaton-Cardone’s New Feature for Multichannel Merchant

Although the holidays are still months away, wise merchants are taking the time now to plan for what will be an unpredictable shopping season, as Monica Eaton-Cardone explains in a new guest Feature for Multichannel Merchant.

Multichannel Merchant delivers original research and in-depth analysis of trends and best practices, news, executive summaries, and more. The publication’s aim is to help companies sell and deliver products wherever and whenever the customer wants them, whether at home, work, or anywhere else.

Consumers love the flexibility and ease of use offered by gift cards. Then again, so do fraudsters; gift cards are equivalent to digital cash but are anonymous and untraceable. It’s easy for them to transfer balances and conduct other underhanded activities to disguise abuse.

Monica suggests that merchants can protect themselves against chargebacks resulting from gift card fraud. However, they will need to be proactive.

“Avoiding chargebacks is more important than ever, especially with the rise in eCommerce sales,” she says. “There is now more potential for problems with orders and deliveries, meaning genuine chargebacks are more likely to take place. Also, friendly fraud or fraudulent chargebacks have become much easier to instigate. In fact, some industries are facing 10 times the amount of chargebacks than they were prior to the pandemic.”