Are you tracking false declines?

February 14, 2020
By: Julian Lee

In order to reduce credit card fraud in online payments, both card issuers and merchants are deploying multi-layered fraud prevention technologies. One of the unintended outcomes from fraud prevention programs is false declines or when legitimate transactions are rejected due to the suspicion of fraud, which can impact customer relationships and revenue losses.

Ethoca estimates that 1.9 billion card-not-present (CNP) purchases, which represent $145.9 billion in sales, are declined each year globally.1  While Javelin Strategy & Research estimated that in 2014, $43 billion in online sales were falsely declined in the U.S., representative of roughly twelve percent of the entire US e-Commerce market.

Even though there are a lot of negative consequences from false declines, such as revenue losses, loss of customer lifetime value, and damage to brands, only thirty-four percent of online merchants are capable of tracking false declines.

Cellfie doesn’t store credit card information or use tokenization, which are generally the best alternatives today since card present transactions are not available in eCommerce and mCommerce. By touching a consumer’s credit card against their own mobile phone, Cellfie routes cryptogram, generated by EMV transactions, to the credit card issuer for payment authorization.

Cellfie brings a card present payment solution to the online payment market. By adopting Cellfie, online merchants are able to keep false declines as low as those seen in physical stores. Our innovative payment method allows organizations to adopt more secure technologies in regular payment gateways without compromising the overall credit card acceptance rate. With Cellfie, reducing fraud and increasing legitimate payments aren’t mutually exclusive


  1. Solving the CNP false decline puzzle: An Ethoca Research Report 2017

Innovation is here with Cellfie ()

Contact Us

Address: 10400 NE 4th St, Ste 500, Bellevue, WA 98004