Depends on the transaction, but merchants can absolutely be liable for fraud before the EMV shift... Also the rate of mag fraud is still pretty low, more Onli

Depends on the transaction, but merchants can absolutely be liable for fraud before the EMV shift... Also the rate of mag fraud is still pretty low, more Online Fraud which was ALWAYS liable to the merchant and did not see to do much ti incentivize any changes there. Causing 90% of your customers pain to save less than 1% on fraud is likely going to cost merchants more than just paying for the fraud, which is also the math online merchants used. Online merchants that have huge fraud prevention lost more customers than the fraud.... Hell I remember one time a online merchant wanted me to submit more info after the sale for anti-fraud... I cancelled the order and bought from someone else