Home eCommerce Success News & Updates Understanding Chargebacks: A Comprehensive Guide

May 26, 2024

Understanding Chargebacks: A Comprehensive Guide

By Veronica Jeans, Bestselling Author

A chargeback is the reversal of funds following a debit or credit card purchase. This process is typically initiated by a customer who disputes a charge with their bank or credit card provider. While businesses can also request chargebacks, it is a rare occurrence.

The Upside and Downside of Chargebacks

Positive Trend: The global chargeback-to-transaction ratio has been decreasing over the years, indicating fewer chargebacks relative to the total number of transactions. This improvement is due to various strategies and investments by businesses, many of which we will discuss.

Negative Impact: Despite the positive trend, chargebacks remain a significant and costly issue intertwined with broader business fraud. A study by Juniper Research estimated that ecommerce businesses would lose about $20 billion to fraud in 2021, up 18% from $17.5 billion in 2020. Additionally, LexisNexis reports that businesses pay $3.75 for every $1.00 in chargebacks.

Table of Contents:

Why Do Customers Initiate a Chargeback
Understanding Fraudulent Chargebacks
The Chargeback Process Explained
How to Respond to a Chargeback as a Shopify Store Owner
How to Handle Item Returns After a Chargeback
How to Protect Your Ecommerce Store from Chargebacks
How to Respond to a Customer About a Chargeback in Your E-commerce Store
Essential Elements of Chargeback Policies on Your Website

Why Do Customers Initiate a Chargeback

Understanding the reasons behind chargebacks and the nature of fraudulent chargebacks can help you as a store owner mitigate their occurrence and protect your business.

Different types of fraudulent transactions:

Legitimate Fraud: This is the primary reason for the existence of chargebacks. Customers may notice unauthorized transactions on their accounts and initiate chargebacks to reverse charges made by fraudsters using stolen card information.

Friendly Fraud: Despite its name, friendly fraud can be quite damaging. It refers to chargebacks that do not involve actual fraud. Here are some common examples:

Product or Service Issues:
- Item Not Received: Customers may dispute a charge if they do not receive the purchased item. This could be due to shipping errors, lost packages, or delivery issues.
- Item Not as Described: If the product received is significantly different from what was advertised, the customer might initiate a chargeback. This includes differences in quality, features, or condition.
Customer Service Problems:
- Unresolved Disputes: Customers who feel their concerns or issues were not adequately addressed by customer service may resort to chargebacks.
- Return or Refund Issues: If a customer is unable to return a product or obtain a refund through standard procedures, they might file a chargeback.
Billing Errors:
- Duplicate Charges: Accidental double billing or other clerical errors can lead to chargebacks.
- Incorrect Amount: If a customer is charged an incorrect amount, they may dispute the charge to correct it.
Unrecognized Transactions:
- Unknown Merchant Name: Customers may not recognize the merchant name on their statement, leading them to believe the charge is fraudulent.
- Forgotten Purchase: Customers may forget about a purchase, especially if it is a subscription or a small, recurring charge.

Understanding Fraudulent Chargebacks

Fraudulent chargebacks, often referred to as "friendly fraud," occur when a customer disputes a legitimate charge with their bank or credit card issuer, falsely claiming that the transaction was unauthorized or unsatisfactory.

Here are common scenarios of fraudulent chargebacks:

Buyer's Remorse:
- Customers may experience regret after making a purchase and use the chargeback process as an easy way to reverse the transaction instead of going through the return or refund process.
Avoiding Payment:
- Some customers may dispute charges to avoid paying for goods or services they have received, effectively attempting to get something for free.
Misuse of Chargeback System:
- Customers may misuse the chargeback system by claiming non-receipt of items or stating that products were not as described, even when they were delivered and met the advertised specifications.
Subscription Chargebacks:
- Customers might forget about a subscription service they signed up for and dispute recurring charges as fraudulent when they appear on their statements.

The chargeback process explained

There’s a specific process customers, merchants, and credit card companies go through when dealing with chargebacks.

Customer issues chargeback

After a retailer collects money from a customer, transaction details should appear on the customer’s credit card statement.

If the customer doesn’t recognize the transaction or receive the purchase, they can dispute the charge with their card issuer (usually via a banking app or over the phone).

US law requires card issuers to offer chargebacks within 60 days of the date of billing.

Credit card providers may need to see evidence, such as a purchase receipt or communications with the merchant, to authorize the chargeback.

Chargeback debited from merchant

The customer’s card issuer sends the chargeback to the merchant, debiting the disputed amount, plus a processing fee.

Credit card issuer reviews response

If necessary, a merchant can submit evidence (e.g., proof of delivery) to the customer’s card issuer to contest the chargeback and confirm the validity of the charges.

The credit card company can take up to 75 days to review the merchant’s chargeback response. Some cards, like Visa, require merchant banks to respond with evidence within 30 days of a chargeback.

Chargeback resolution

Chargeback disputes end with the merchant accepting the chargeback, the customer canceling the chargeback, or further arbitration by the credit card company.

Arbitration

If neither party is willing to accept the outcome, the credit card provider is called on to make a final decision over the chargeback dispute.

If the dispute is found in the merchant’s favor, the customer’s bank returns the amount to the merchant (plus any fees, depending on region).

However, merchants may have to pay additional fees if the chargeback is deemed valid.

How to Respond to a Chargeback as a Shopify Store Owner

When you use Shopify Payments, chargebacks are handled by the cardholder's bank. As a store owner, it’s crucial to understand how to respond effectively to these disputes to protect your revenue and maintain good customer relationships.

Steps to Respond to a Chargeback

Immediate Notification When a chargeback is initiated, you will receive an email notification from Shopify. This email will contain details about the chargeback, including the reason for the dispute and the amount involved.
Gather Evidence Start by collecting all relevant documentation and evidence related to the transaction. This can include:
- Proof of Purchase: Receipts, order confirmation emails, and any communication with the customer.
- Shipping Information: Tracking numbers, delivery confirmations, and any correspondence related to the shipment.
- Communication Records: Emails, chat transcripts, or phone call logs that show interaction with the customer.
- Policies: Your return, refund, and cancellation policies that were agreed upon by the customer at the time of purchase.
Submit Evidence via Shopify Admin Log in to your Shopify admin panel and navigate to the chargeback section. Here, you can upload the evidence you’ve gathered. Be thorough and ensure that all documents are clear and legible. The more comprehensive your evidence, the better your chances of successfully disputing the chargeback.
Detail Your Response Along with submitting documents, provide a detailed explanation of the transaction and the steps you took to fulfill the order. Highlight any inconsistencies in the customer’s claim and reinforce how your evidence supports your case.
Monitor the Process After submitting your evidence, Shopify will compile the information and send it to the credit card company. The resolution process can take up to 120 days. During this period, keep an eye on any updates or requests for additional information from Shopify.

How to Handle Item Returns After a Chargeback

Contact the Customer:
- Open Communication: Reach out to the customer immediately after the chargeback is initiated. Explain the situation and express your willingness to resolve the issue amicably.
- Request Return: Politely request that the customer return the item in question. Provide clear instructions on how to return the item, including any return labels, shipping instructions, and deadlines.
Provide a Return Shipping Label:
- Ease of Return: Make it as easy as possible for the customer to return the item by providing a pre-paid return shipping label. This reduces friction and increases the likelihood that the customer will comply with the return request.
Set a Deadline:
- Clear Timeline: Clearly communicate a reasonable deadline for the return of the item. This helps manage expectations and gives you a timeline to follow up if necessary.
Document the Process:
- Keep Records: Document all communications with the customer regarding the return. Keep copies of emails, chat logs, and any shipping information provided. This documentation can be valuable if further disputes arise.

Handling Situations Where Customers Do Not Return the Item

Follow Up:
- Gentle Reminders: If the customer does not return the item within the specified timeframe, send polite reminder emails or messages. Remind them of the return process and the importance of returning the item.
Review Policies:
- Clear Return Policies: Ensure your return policies are clear and well-documented. Include provisions about the requirement to return items in the case of a chargeback and the consequences of not doing so.
Assess the Cost:
- Cost-Benefit Analysis: Evaluate the cost of pursuing the return versus the value of the item. For low-cost items, it might be more practical to absorb the loss. For higher-value items, you might consider more assertive steps.
Chargeback Reversal:
- Dispute the Chargeback: If the item is not returned, you can dispute the chargeback with the customer’s bank or credit card company. Provide all documentation, including proof of delivery and communication records. Explain that the customer has not returned the item despite the chargeback.
Legal Options:
- Small Claims Court: For high-value items, consider pursuing legal action through small claims court. Ensure you have all necessary documentation and evidence to support your case.
Third-Party Mediation:
- Mediation Services: Utilize third-party mediation services if available. These services can help facilitate a resolution between you and the customer.

How to Protect Your Ecommerce Store from Chargebacks

Chargebacks can be a significant challenge for ecommerce stores, leading to lost revenue, increased costs, and potential damage to your business reputation. However, by implementing proactive strategies and best practices, you can minimize the risk of chargebacks and protect your ecommerce store. Here’s how:

1. Implement Robust Fraud Prevention Measures

Fraud Detection Tools: Utilize advanced fraud detection tools and services that analyze transactions in real-time to identify suspicious activity. These tools can flag potentially fraudulent transactions based on various criteria, such as unusual purchasing patterns or discrepancies in billing and shipping addresses.
Address Verification System (AVS): Use AVS to verify that the billing address provided by the customer matches the address on file with the credit card issuer. This helps prevent fraudulent transactions.
Card Verification Value (CVV): Require customers to enter the CVV code from their credit card during the checkout process. This helps ensure that the person making the purchase has physical possession of the card.
Regularly update your point-of-sale (POS) software: Failure to keep your POS software updated can lead to security vulnerabilities. Don’t let this easily avoidable problem happen to you.

2. Maintain Clear and Accurate Product Descriptions

Detailed Descriptions: Provide comprehensive and accurate descriptions of your products, including specifications, dimensions, colors, and materials. Include high-quality images from multiple angles to give customers a clear understanding of what they are purchasing.
Consistency: Ensure that the product information on your website matches any promotional materials or advertisements to avoid misunderstandings and disputes.

3. Streamline Your Shipping Process

Prompt Shipping: Ship orders promptly and provide customers with estimated delivery times. Delays can lead to customer dissatisfaction and increase the likelihood of chargebacks.
Tracking Information: Provide tracking numbers for all shipments and keep customers informed about the status of their orders. This transparency helps build trust and reduces the chances of disputes over non-receipt of items.
Signature Confirmation: For high-value items, consider requiring a signature upon delivery to verify that the package was received by the customer.

4. Optimize Customer Service

Accessible Support: Offer multiple channels for customer support, including email, phone, and live chat. Ensure that your support team is easily reachable and responsive to customer inquiries.
Clear Policies: Clearly display your return, refund, and cancellation policies on your website. Make sure these policies are easy to understand and follow, helping customers resolve issues directly with your store instead of resorting to chargebacks.
Proactive Communication: Communicate proactively with customers about any potential issues, such as shipping delays or product availability. Keeping customers informed can prevent frustration and reduce the likelihood of disputes.

5. Keep Detailed Records

Transaction Records: Maintain comprehensive records of all transactions, including order details, payment information, and customer communications. These records are essential for disputing chargebacks effectively.
Documentation: Keep copies of shipping and delivery confirmations, customer emails, and any other relevant documentation that can serve as evidence in case of a chargeback dispute.

6. Monitor and Analyze Chargebacks

Track Chargebacks: Regularly monitor and analyze chargeback activity to identify patterns and common reasons for disputes. Understanding the root causes can help you implement targeted strategies to reduce chargebacks.
Dispute Resolution: Develop a process for responding to and disputing chargebacks. Gather all necessary documentation and evidence promptly to build a strong case for reversal.

7. Enhance Payment Security

Secure Payment Gateway: Use a reputable and secure payment gateway that offers encryption and other security features to protect customer payment information.
PCI Compliance: Ensure that your ecommerce store is PCI compliant, following the standards set by the Payment Card Industry to protect cardholder data.

8. Educate Your Customers

Transaction Recognition: Educate customers on how to recognize legitimate charges from your store. Clearly state how your business name will appear on their credit card statements to prevent unrecognized charge disputes.
Fraud Awareness: Provide information on your website about common types of fraud and how customers can protect themselves. Encourage customers to report any suspicious activity immediately.

"When you let your customers use credit cards on your store, there is a chance of getting chargebacks or inquiries. You can follow some general steps to prevent some chargebacks and inquiries:

Investigate suspicious orders before you fulfill them.
Make sure that your contact information is easy to find on your store.
Respond to customers quickly when they contact you with any problems.
Inform customers about your store's policies.
Keep your customers updated throughout the shipping process. Use online tracking and delivery confirmation when you can." ~ Shopify

How to Respond to a Customer About a Chargeback in Your E-commerce Store

Handling chargebacks efficiently and professionally is crucial for maintaining a good relationship with your customers and protecting your business. The first step in responding to a chargeback is to communicate effectively with the customer. Here’s a detailed guide on how to approach this situation, including crafting a response email and what information the customer should provide.

Step 1: Initial Response to the Customer

When you receive a notification about a chargeback, your first action should be to reach out to the customer. This proactive approach can help resolve the issue amicably before it escalates. Follow these steps to craft your response:

Acknowledge the Chargeback:
- Start by acknowledging the chargeback and expressing your intention to resolve the matter.
Be Professional and Courteous:
- Maintain a professional and courteous tone throughout your communication. Even if you believe the chargeback is unjustified, it’s important to handle the situation diplomatically.
Request Information:
- Ask the customer to provide any relevant information that can help you understand the reason behind the chargeback.
Offer Assistance:
- Assure the customer that you are willing to assist them in resolving the issue.

Sample Email Response to a Chargeback

Subject: Resolving Your Recent Chargeback – [Your Store Name]

Dear [Customer’s Name],

I hope this message finds you well. I am writing to you regarding the recent chargeback you filed for the transaction on [date] for the amount of [amount]. We strive to provide the best possible experience for our customers, and I regret to hear that there was an issue with your order.

To help us resolve this matter promptly, could you please provide us with the following information:

A brief explanation of why you initiated the chargeback.
Any details regarding the transaction, including order number, date of purchase, and the items involved.
Any communication you have had with our customer service team regarding this issue.

We aim to address and resolve any concerns you may have as quickly as possible. If there has been a misunderstanding or if there is any way we can assist you further, please let us know. Your satisfaction is important to us, and we are here to help.

Thank you for your cooperation and understanding. We look forward to resolving this matter promptly.

Best regards,

[Your Name]
[Your Position]
[Your Contact Information]
[Your Store Name]

Information to Request from the Customer

To effectively resolve a chargeback, you may need the customer to provide specific information and documentation. This helps in understanding the issue better and preparing a strong case if the chargeback needs to be disputed. Here’s what you should ask the customer to provide:

Proof of Purchase:
- Request a copy of the purchase receipt or order confirmation email. This helps verify the details of the transaction.
Transaction Details:
- Ask for the order number, date of purchase, and the total amount charged. This information is crucial for locating the transaction in your records.
Communication Records:
- If the customer has contacted your customer service team regarding the issue, ask them to provide copies of any email correspondence, chat logs, or phone call summaries.
Evidence of the Problem:
- If the chargeback is related to a product issue, request photos or videos showing the problem (e.g., damaged item, incorrect product). This visual evidence can be valuable in assessing the validity of the chargeback.
Reason for the Chargeback:
- Ask the customer to explain why they initiated the chargeback. Understanding their perspective can help in addressing their concerns and preventing similar issues in the future.

Example of Information Request

Subject: Additional Information Needed for Your Chargeback – [Your Store Name]

Dear [Customer’s Name],

Thank you for your response. To assist us in resolving your chargeback, could you please provide the following information:

A copy of the purchase receipt or order confirmation email.
The order number, date of purchase, and the total amount charged.
Any email correspondence, chat logs, or phone call summaries related to this issue.
Photos or videos showing any problems with the product (if applicable).
A brief explanation of why you initiated the chargeback.

Your cooperation in providing this information is greatly appreciated. It will help us understand the situation better and work towards a satisfactory resolution for you.

Thank you once again for your understanding and assistance.

Best regards,

[Your Name]
[Your Position]
[Your Contact Information]
[Your Store Name]

Adding Essential Elements of Chargeback Policies on Your Website

A well-crafted chargeback policy on your website can help manage customer expectations, reduce disputes, and provide clear guidelines for resolving issues. Here’s what your chargeback policies should include:

1. Introduction and Purpose

Briefly explain what a chargeback is and the purpose of your chargeback policy. Emphasize that the policy aims to ensure fair resolution of disputes and protect both the customer and the business.

2. Conditions for Chargebacks

Clearly outline the conditions under which a chargeback may be initiated. This can include:
- Unauthorized transactions or fraud
- Non-receipt of items
- Items significantly not as described
- Billing errors

3. Return and Refund Policy

Explain your return and refund process in detail, including:
- The time frame for returns
- Conditions for accepting returns (e.g., items must be unused, in original packaging)
- How to initiate a return
- Refund processing times

4. Customer Responsibilities

State the customer’s responsibilities, such as:
- Contacting customer service first to resolve any issues
- Providing accurate and complete information when filing a dispute
- Returning items if a chargeback is initiated and accepted

5. Business Responsibilities

Outline your business’s responsibilities, including:
- Providing clear and accurate product descriptions
- Delivering items within the promised timeframe
- Offering responsive customer service to address concerns
- Keeping detailed records of transactions and communications

6. Fraud Prevention Measures

Mention any fraud prevention measures you have in place to protect customers, such as:
- Secure payment processing
- Verification of orders
- Monitoring for suspicious activity

7. Dispute Resolution Process

Describe the steps you take to resolve disputes, including:
- How to contact your customer service team
- The process for investigating and responding to disputes
- The timeline for resolving disputes

8. Consequences of Fraudulent Chargebacks

Clearly state the consequences of filing fraudulent chargebacks, such as:
- Reporting to credit agencies
- Legal action to recover losses
- Banning the customer from future purchases

9. Documentation and Evidence Requirements

List the documentation and evidence customers may need to provide when disputing a charge, such as:
- Proof of purchase
- Communication records
- Photos or videos of the item received

10. Contact Information

Provide clear contact information for your customer service team, including:
- Email address
- Phone number
- Physical address (if applicable)
- Hours of operation

Sample Chargeback Policy

Introduction At [Your Store Name], we are committed to providing excellent products and services to our customers. This chargeback policy outlines the conditions and processes for handling chargebacks to ensure fair and transparent resolution of disputes.

Conditions for Chargebacks Chargebacks may be initiated under the following conditions:

Unauthorized transactions or fraud
Non-receipt of items
Items significantly not as described
Billing errors

Return and Refund Policy If you are not satisfied with your purchase, please follow our return and refund process:

Returns must be initiated within [number] days of receipt.
Items must be unused and in their original packaging.
To initiate a return, contact our customer service team at [email/phone].
Refunds will be processed within [number] days of receiving the returned item.

Customer Responsibilities To ensure a smooth resolution process, customers are responsible for:

Contacting our customer service team first to resolve any issues.
Providing accurate and complete information when filing a dispute.
Returning items if a chargeback is initiated and accepted.

Business Responsibilities Our responsibilities include:

Providing clear and accurate product descriptions.
Delivering items within the promised timeframe.
Offering responsive customer service to address concerns.
Keeping detailed records of transactions and communications.

Fraud Prevention Measures We use the following measures to protect our customers:

Secure payment processing.
Verification of orders.
Monitoring for suspicious activity.

Dispute Resolution Process To resolve disputes, we follow these steps:

Contact our customer service team at [email/phone].
We will investigate and respond to disputes within [number] days.
We aim to resolve disputes as quickly and fairly as possible.

Consequences of Fraudulent Chargebacks Filing fraudulent chargebacks may result in:

Reporting to credit agencies.
Legal action to recover losses.
Banning the customer from future purchases.

Documentation and Evidence Requirements When disputing a charge, customers may need to provide:

Proof of purchase.
Communication records.
Photos or videos of the item received.

Contact Information For any questions or concerns, please contact our customer service team at:

Email: [your email]
Phone: [your phone number]
Address: [your physical address]
Hours of Operation: [your hours]

By clearly outlining your chargeback policies on your website, you can help manage customer expectations, reduce disputes, and protect your business from fraudulent chargebacks.

FAQ ( Frequently Asked Questions)

What is a chargeback?

A chargeback is the reversal of funds following a debit or credit card purchase, typically initiated by a customer who disputes a charge with their bank or credit card provider.

What are the common reasons for chargebacks?

Common reasons for chargebacks include:

Legitimate Fraud: Unauthorized transactions due to stolen card information.
Friendly Fraud: Disputes made without valid grounds, such as forgotten purchases or dissatisfaction with the product.
Product or Service Issues: Items not received or significantly different from what was advertised.
Customer Service Problems: Unresolved disputes or difficulties with returns and refunds.
Billing Errors: Duplicate charges or incorrect amounts.
Unrecognized Transactions: Customers not recognizing the merchant name on their statement or forgetting about a subscription.

What is friendly fraud?

Friendly fraud occurs when a customer disputes a legitimate charge with their bank or credit card issuer, falsely claiming that the transaction was unauthorized or unsatisfactory. This can include buyer’s remorse, avoiding payment, or misuse of the chargeback system.

How can I reduce the risk of chargebacks in my e-commerce store?

To reduce the risk of chargebacks, you can:

Implement robust fraud prevention measures.
Maintain clear and accurate product descriptions.
Streamline your shipping process with prompt deliveries and tracking information.
Optimize customer service by providing accessible support and clear policies.
Keep detailed records of all transactions and communications.
Monitor and analyze chargeback activity regularly.
Enhance payment security by using secure payment gateways and ensuring PCI compliance.
Educate your customers on recognizing legitimate charges and reporting suspicious activity.

How should I respond to a chargeback as a Shopify store owner?

When a chargeback is initiated, you should:

Acknowledge the chargeback: Reach out to the customer and express your intention to resolve the matter.
Gather evidence: Collect all relevant documentation and evidence related to the transaction.
Submit evidence via Shopify Admin: Upload the gathered evidence to the chargeback section in your Shopify admin panel.
Detail your response: Provide a detailed explanation of the transaction and highlight any inconsistencies in the customer’s claim.
Monitor the process: Keep an eye on any updates or requests for additional information from Shopify.

What should I do if a customer does not return the item after a chargeback?

If a customer does not return the item after a chargeback, you should:

Follow up: Send polite reminder emails or messages.
Review policies: Ensure your return policies are clear and well-documented.
Assess the cost: Evaluate the cost of pursuing the return versus the value of the item.
Dispute the chargeback: Provide documentation, including proof of delivery and communication records, to the customer’s bank or credit card company.
Consider legal options: For high-value items, consider pursuing legal action through small claims court or using third-party mediation services.

What information should I request from a customer to resolve a chargeback?

To resolve a chargeback, request the following information from the customer:

A copy of the purchase receipt or order confirmation email.
The order number, date of purchase, and the total amount charged.
Any email correspondence, chat logs, or phone call summaries related to the issue.
Photos or videos showing any problems with the product (if applicable).
A brief explanation of why they initiated the chargeback.

What should be included in my chargeback policies on my website?

Your chargeback policies should include:

Introduction and Purpose: Explain what a chargeback is and the purpose of your policy.
Conditions for Chargebacks: Outline the conditions under which a chargeback may be initiated.
Return and Refund Policy: Detail your return and refund process.
Customer Responsibilities: State the customer’s responsibilities.
Business Responsibilities: Outline your business’s responsibilities.
Fraud Prevention Measures: Mention any measures you have in place to protect customers.
Dispute Resolution Process: Describe the steps you take to resolve disputes.
Consequences of Fraudulent Chargebacks: State the consequences of filing fraudulent chargebacks.
Documentation and Evidence Requirements: List the documentation and evidence customers may need to provide when disputing a charge.
Contact Information: Provide clear contact information for your customer service team.

Resources:

PayPal: Resolving disputes, claims, and chargebacks

Great blog for service business: 9 ways to prevent chargebacks before they happen

Shopify: What Is a Chargeback and How Do I Dispute Them?

Visa: Protect Your Business

Veronica Jeans

eCommerce Strategist | Shopify Expert | 7-Figure Business Coach

I have integrated my extensive knowledge in the field of eCommerce and Shopify, along with my international financial expertise, to offer up a playbook for generating income online.