IIRC with most credit card purchases in the US, if the retailer only takes magnetic strips, they're liable themselves; if the issuing bank doesn't offer EMV car

IIRC with most credit card purchases in the US, if the retailer only takes magnetic strips, they're liable themselves; if the issuing bank doesn't offer EMV cards, then they're liable; after that is the credit card company I believe, who has an option to put up to $50 liability on the owner (though they rarely do).