Comparing to fraud 3DS reduces sales turn over by a lot, and this is the reason why for the most part it is not required in the US, too much friction during check out hurts business.

Are they, though? Does the end customer get more post-transaction protections when not using 3D Secure? That doesn't sound right. I'd think the merchant is on the hook exactly as much either way.

> Does the end customer get more post-transaction protections when not using 3D Secure?

That's not quite how it works. The merchant gets less protections, because they are opting to allow potentially fraudulent transactions.

The difference is whether Visa eats the cost of dealing with the fraudulent transaction