> the merchant can unilaterally decide not to use it
If they do so, they are telling the card issuer that they are happy to be on the hook for chargebacks/fraud. It's not an decision without consequences
Comparing to fraud 3DS reduces sales turn over by a lot, and this is the reason why for the most part it is not required in the US, too much friction during check out hurts business.
Comparing to fraud 3DS reduces sales turn over by a lot, and this is the reason why for the most part it is not required in the US, too much friction during check out hurts business.