Monica Eaton, Founder and CEO of Chargebacks911, was recently featured in Retail Technology Innovation Hub where she discussed how shifting consumer expectations — particularly among younger, tech-savvy shoppers — are reshaping the payment dispute landscape.
Retail Technology Innovation Hub is a UK-based digital publication focused on the intersection of retail and technology. With a global readership of retail professionals, tech innovators, and payment leaders, the outlet delivers timely insights on emerging trends, regulatory changes, and consumer behavior.
“More often than not, [younger shoppers] tap an app, file a dispute with their bank, get an instant refund and move on. They do this because it’s convenient and it works nearly every time. If merchants aren’t meeting them with digital first solutions, they’re already behind.”
The article highlights new research from Chargebacks911 showing a marked increase in disputes related to subscription billing, particularly among Gen Z and Millennial shoppers. Eaton notes that the convenience and immediacy of digital tools make it easier than ever for dissatisfied consumers to bypass customer service and go straight to their banks.
“This isn’t just about better fraud protection - it’s about adapting to the modern customer experience,” she adds. “Brands must shift from reactive dispute management to proactive, frictionless support if they want to survive this generational shift.”
