From the report, “The bottom line is that good customers who transact online are suffering a bad purchasing experience – and this is doubly harmful to both card issuers and merchants. Cardholders may elect to abandon a purchase altogether, seek a different online store to minimize purchase friction, or pull out a different card – sending their go-to card to the back of wallet. This paper explores the size of the problem, explains the destructive impact on customers who are wrongly turned away, delves into why transactions are declined and reveals how the industry currently manages declines from both a card issuer and merchant perspective. Finally, it presents some possible approaches to the problem, including several pilot programs that Ethoca currently has underway with card issuers and merchants.”