What is a chargeback and how does it affect your business?

Chargebacks are one of the main challenges faced by merchants that accept card payments, especially in ecommerce environments and card-not-present (CNP) transactions.

Their impact can go far beyond refunding a sale: they can generate operational costs, time spent gathering evidence, potential fees and, if a high volume of disputes accumulates, a higher level of risk for the merchant.

In this article, we explain what a chargeback is, why it occurs, how the process works and what merchants can do to prevent and manage chargebacks.

What is a chargeback?

A chargeback is the reversal of a card transaction that may occur when the cardholder disputes a transaction with their issuing bank. Unlike a refund, which is handled directly by the merchant, a chargeback is initiated through the customer’s bank and may result in the transaction amount being returned.

As we will explain below, chargebacks can occur for different reasons, such as fraud, unrecognised charges, transaction errors or problems with a product or service. The purpose of the chargeback system is to protect consumers, but it can also negatively affect merchants if it is not managed properly.

Why do chargebacks happen?

Common reasons for chargebacks

• Fraudulent transaction: The customer reports unauthorised use of their card due to theft or data breach.
• Item not received or not as described: The buyer claims the item never arrived or is significantly different from the description.
• Defective goods or services: The item is faulty or not functioning correctly.
• Transaction errors: Duplicate charges or incorrect amounts charged.
• Unrecognised transaction: The customer doesn’t recognise the merchant’s name on their bank statement.
• Customer dissatisfaction: Rather than requesting a refund, the buyer disputes the charge directly with the bank.
• Uncancelled subscriptions: The buyer believes they cancelled a service but continues to be charged.
• Refund not received: A refund was requested, but the customer never received the funds.

Step-by-step chargeback process

The chargeback process usually follows a series of stages established by card schemes such as Visa and Mastercard. Although deadlines and procedures may vary slightly depending on the bank or payment provider, the usual process is as follows:

1. Customer complaint

The cardholder identifies a charge they consider invalid and contacts their issuing bank to request a refund.

2. Initial review by issuing bank

The customer’s bank reviews the claim and, if it considers it valid, initiates the dispute process in accordance with the relevant scheme rules. At this stage, the amount may be reversed within the payment system.

3. Merchant notification

The merchant receives notification of the chargeback and the information required to respond, usually through its acquirer or payment service provider. One of the most important pieces of information is the reason code, which identifies the reason for the dispute.

4. Merchant response (dispute)

As a merchant, you can accept the dispute or defend the transaction if you believe it was legitimate. To do so, you must provide any documentation that can demonstrate the legitimacy of the transaction, such as proof of delivery, invoices, copies of the order, communications with the customer, etc.

This process of defending a transaction is commonly known as representment.

5. Pre-arbitration

If the issuing bank does not accept the evidence or if one of the parties disagrees with the outcome, the case may escalate to pre-arbitration. This stage allows additional arguments and documentation to be submitted in an attempt to avoid arbitration, which involves additional costs.

6. Arbitration

If no agreement is reached during pre-arbitration, the case is escalated to the card scheme’s arbitration committee, which reviews all the evidence and makes a final and binding decision. Both parties must comply with the decision, and additional costs may be charged to the relevant party.

7. Case closure

The process ends with the resolution of the dispute, with two possible outcomes. If the chargeback is upheld, the merchant permanently bears the loss of the transaction amount. If the dispute is resolved in the merchant’s favour, the amount may be recovered in accordance with the applicable rules and procedures.

During this process, the merchant may also be charged a chargeback fee and, if the dispute rate is high, may face restrictions or penalties from the payment provider.

What evidence can a merchant provide?

When a merchant decides to defend a transaction, simply stating that the transaction was legitimate is not enough. It is necessary to provide evidence that addresses the specific reason for the dispute and demonstrates that the transaction was authorised, processed correctly or, where applicable, that the product or service was delivered.

Depending on the type of dispute, some of the evidence a merchant may provide includes:

• Transaction data: amount, date and time, transaction reference and payment method.
• Authentication information: 3D Secure results and other available authentication data.
• Technical data: IP address, device and other information associated with the transaction.
• Order information: invoice, order details, delivery address and tracking information.
• Proof of delivery or service provision: delivery confirmation, records showing use of a digital service or equivalent evidence.
• Customer communications: emails, conversations or any interaction related to the purchase.
• Transaction terms: acceptance of terms and conditions, return policy and, where applicable, refund information.

There is no universal list of documents that guarantees that a chargeback will be reversed. However, it is important to use the appropriate supporting evidence depending on the reason for the dispute and the rules of the relevant card scheme.

For example, if a customer claims that they did not receive a product, proving that the payment was authenticated using 3D Secure does not, by itself, prove delivery. In that case, the tracking number, delivery address and proof of receipt will be much more relevant.

What should I do if I receive a chargeback?

Receiving a chargeback does not necessarily mean that you have lost the transaction amount. The first step is to review the reason for the dispute, analyse the transaction and assess the available evidence.

From there, you can accept the chargeback or defend the transaction. Below, we explain when each option may be appropriate and how to manage it:

Accept the chargeback if:

• You agree with the customer’s claim.
• The transaction should have been refunded but was not processed correctly.
• You do not have sufficient evidence to defend the transaction.
• The cost of managing the dispute is higher than the amount being disputed.

Defend the transaction if:

• You disagree with the customer’s claim.
• The transaction was legitimately authorised and processed.
• You have evidence that can support the transaction.

In any case, it is important to act within the established deadlines and submit only evidence that is relevant to the specific reason for the chargeback.

How does a chargeback affect your business?

Impact of chargebacks on a business

A chargeback does not only involve refunding the amount of a sale. For a merchant, a dispute can also generate additional costs, administrative work and a higher level of risk if a large number of claims accumulates.

The main consequences include:

• Loss of the sale amount and the product/service delivered
• Additional chargeback costs applied by the acquirer or payment provider
• Increase in the chargeback ratio, which may affect your financial reputation
• Potential restrictions or penalties from the bank or payment provider if certain thresholds are exceeded
• Time and administrative resources spent disputing the chargeback
• Loss of customers due to a lack of trust in the payment process

In more serious cases, when the level of disputes exceeds established thresholds and the chargeback ratio increases, monitoring measures, restrictions or penalties may be applied.

What is the chargeback ratio?

The chargeback ratio is a metric that measures the relationship between disputes and a merchant’s transaction activity. It is a relevant indicator because it helps identify trends and detect a potential increase in the level of risk associated with transactions.

It is calculated by dividing the total number of chargebacks by the total number of transactions and multiplying the result by 100 to obtain a percentage. It is important that both metrics correspond to the same time period, whether one month, three months or one year.

However, a universal percentage should not be used to determine whether or not a merchant is at risk. Criteria, methodologies and monitoring programmes may vary depending on the scheme, market and acquirer.

In addition, monitoring only the overall ratio can hide important information. A more complete analysis should segment disputes by reason, product/service, country, payment method, channel, transaction type, device, source of fraud, among other factors. This allows the merchant to identify the root cause rather than simply reacting to the number of chargebacks.

How to prevent chargebacks in eCommerce

Tips for reducing the risk of chargebacks

Not all chargebacks can be prevented, but a good prevention strategy can help reduce avoidable disputes and detect higher-risk transactions.

Here are some key recommendations:

1. Secure authentication and reliable payment methods

• Implement 3D Secure (3DS): this protocol adds an extra layer of security and reduces the risk of fraud in card payments.
• Payment provider with anti-fraud tools: payment solutions that include an anti-fraud system and AI-based tools can detect suspicious patterns and block high-risk transactions.

2. Transparency and customer communication

• If you sell physical products, include real photos, accurate product descriptions and reviews from other customers. If you provide a service, clearly explain what is included and how the contracting process works.
• Clear merchant name on bank statements: if the customer does not recognise the charge on their account, they may request a chargeback by mistake. Make sure the merchant name is clear and recognisable.
• Clear return policy: it should be visible on the website and easy to understand to prevent customers from turning to their bank to request refunds.

3. Fast and effective customer service

• Accessible contact channels: efficient customer service can resolve questions or issues before the customer requests a chargeback.
• Automated responses: tools such as chatbots or a frequently asked questions section can resolve basic queries immediately.

4. Order records and documentation

• Keep proof of delivery: confirmation emails, order tracking numbers and proof of delivery can be key evidence in the event of a dispute.
• Record customer interactions: chats, emails and calls can serve as evidence if the customer initiates a dispute with their bank.

5. Continuous monitoring and analysis

• Review chargeback patterns: identify whether certain products or services have a higher number of incidents in order to take preventive action.

How can a payment platform help you manage chargebacks?

Improve chargeback management with PaynoPain

If chargebacks are already part of your day-to-day business, you know that it is not always easy to identify why they occur or how to act when they arise. The right payment platform can help you both prevent them and manage them more efficiently when they occur.

At PaynoPain, we can help you review how you currently manage your payments and identify opportunities for improvement in authentication, fraud prevention, traceability and risk management.

Do you have questions about your chargebacks? Tell us about your case and let’s talk. Our team can help you find the most appropriate strategy for your business.