Visa Europe today announced that approximately 65% (expected to rise to more than 90% when fully rolled out) of Verified by Visa (VbV) transactions in the UK no longer require cardholders to enter their VbV password.
Marking the continued development of the VbV consumer experience, password-free authentication offers the same level of fraud protection for retailers and their customers without interrupting the checkout experience.
With password-free authentication, VbV transactions are risk-assessed, in real time, using a wide range of information and data sources. Consumers are only asked to enter a password for higher risk transactions. Password-free authentication reduces the number of consumers who drop out of the checkout process, offering the potential for higher revenues for retailers. The average drop out rate for password-free VbV transactions is approximately one percent.
Duncan Olby, SVP of ecommerce at Visa Europe, said: "Verified by Visa has become a watchword for fraud protection with approximately 60% of Visa UK ecommerce spend covered by VbV. Password-free authentication is helping our retail partners enhance their checkout experience and benefit from increased sales, while offering the same level of fraud protection and peace of mind."
Phil McGriskin, Chief Product Officer, WorldPay, said: "The majority of our eCommerce retailers have implemented VbV and the move to password-free authentication is a welcome improvement that brings our retailers significant additional benefits in terms of faster checkout times, reduced abandonment rates and increased sales, whilst still retaining the financial benefit which VbV provides to them."