Unfortunately – or fortunately, depending on where you stand on the matter – the discussion around more stringent online authentication and digital identity is very much a global phenomenon. Asia Pacific, while home to many very successful alternative payment methods, still disproportionately relies on cards online: specifically Visa, Mastercard, JCB and UnionPay.
These card schemes are all members of EMVCo, the global industry body setting card scheme rules for decades now, and the entity behind 3D Secure (3DS). While 3DS version 2 continues to roll out around the world, addressing many concerns merchants had about 3DS version 1, we have generally seen a marked improvement in 3DS performance across major card markets.
"Asia Pacific, in particular, has benefitted greatly from advancements in authentication and a growing customer familiarity with these processes. For any merchants managing ecommerce across the region this is clearly very good news - but can more be done?"
- Robbie MacDiarmid | Head of APAC
3DS success rates vary significantly from market to market, but countries in APAC consistently rank poorly amongst similar economies meaning that there is still a long way to go to optimise online card payments. Below, we will explore 3 markets in particular and explain the key reasons behind differing 3DS performance:
Merchants operating in these markets should take note and look to understand how they can go beyond these average success rates to achieve truly market leading performance online.