BUYING A CAMERA
Browsing
Payment
Checkout
Delivery
“Saya perlu mirrorless camera ini tidak?”
“Pengeluaran bulan ini sudah banyak” “Istri saya setuju tidak ya?”
Customer semakin banyak berpikir, Kemungkinan tidak jadi beli semakin besar section title.p00.
Budi Gandasoebrata
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Enhancing E-Commerce Profitability: A Payment Perspective April 2014
KENAPA ORANG BERBELANJA ONLINE?
• Variasi produk yang lebih baik • Cepat/tidak repot – – – – –
Tidak usah keluar rumah Menghindari macet Mudah Barang langsung diantar Harga (?) Aspek mudah dan cepat juga termasuk di domain sistem pembayaran
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PROSES BERBELANJA ONLINE
Browsing
Payment
Checkout
Delivery
Proses pembayaran yang mudah dan cepat dapat membantu meningkatkan penjualan
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REAL WORLD EXAMPLES:
• Mengapa proses pembayaran yang mudah itu penting? – Difficult payment process = customer irritation – Customer satisfaction – Impulse buying
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TIPE PEMBAYARAN POPULER DI INDONESIA
• • • • •
Credit/Debit Cards Internet Banking Cash on Delivery E-Wallet Bank Transfer
Bank Transfer tetap menjadi pilihan utama online sh
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PROSES PEMBAYARAN DENGAN BANK TRANSFER Merchant guides Buyer through the checkout process 2. Buyer clicks on the “Proceed to Payment” button on the merchant website 3. Buyer is shown the merchant’s bank account details 4. Merchant sends the user a confirmatory email that provides the user with the payment details and also a unique invoice number that they ask users to input at a certain location on their website once the transaction is complete 5. Buyer wires money into bank account 6. Buyer then goes on the merchant website to let the merchant know that the payment has been completed 7. Merchant is informed about the user payment 8. Merchant checks the bank account to confirm receipt 9. Once Merchant confirms payment, it sends an email to the Buyer to let him/her know that the payment has been received 10. Merchant send the product to the user 1.
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INOVASI PEMBAYARAN ONLINE
• Apple iTunes/App Store • Google Play • Amazon One Click
Semakin cepat cara pembayaran, volume sales akan me
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SECURITY & TRUST
www.veritrans.co.id
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WHY PEOPLE DON’T SHOP ONLINE:
“Saya takut berbelanja online karena resiko penipuan”
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TIPE ONLINE FRAUD
• Identity theft: large purchases; bustout; many purchases; perfect identities (address, phone and credit card data look clean). • Social Engineering: asking questions, change information through social interaction hijack orders • Convenience (ease of use): small purchases for testing, safe/unassuming places • Internal fraud: organized criminal rings, section title.p00.
TEHNIK PENCEGAHAN FRAUD CUSTOMER DATA
Minimum requirement
Typical online payment form section title.p00.
TEHNIK PENCEGAHAN FRAUD
DATA IS IMPORTANT THE MORE THE BETTER • Data analytics • Fraud scoring • Rules Engine • Etc.
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TEHNIK PENCEGAHAN FRAUD
Various fraud prevention techniques/solutions: • Manual review • CVV/Security Code • 3D-secure • BIN check • Velocity of change • Velocity of use • Fraud rules • Token
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“If I get an Accountant to manage my hotel, I’ll have zero bad debt… but at the same time, I’ll have zero revenue!” – Hotel owner in Jakarta
www.veritrans.co.id
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FRAUD STRATEGY – MERCHANTS’ GOAL
• The goal of the merchant is to achieve maximum net gross profit (gross profit minus fraud loss), and not zero fraud rate • Even with sophisticated fraud detections systems, zero fraud can only be achieved with high card FRAUD REVENUE decline rates or =highly intrusive customer confirmation processes, which in the end will result in loss revenue
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FRAUD STRATEGY FRAUD RATE vs. DECLINE RATE Declin e rate
Fraud Rate There is an inverse relationship between fraud rate and credit card decline rate… section title.p00.
FRAUD STRATEGY FRAUD RATE vs. DECLINE RATE Declin e rate
Lower decline, lower fraud
Fraud Rate A good fraud detection system will curve the relationship between decline rate and fraud rate such that lower decline section title.p00. rates can be achieve with lower fraud rates
CONCLUSIONS
Apa yang kita pelajari hari ini? • Payment salah satu faktor penting untuk meningkatkan sales volume • Semakin mudah suatu metode pembayaran, kemungkinan customer membeli semakin besar • Ada banyak metode pencegahan fraud – from the basic to the complex; – Merchant yang paling tahu kebutuhan mereka • Fraud strategy penting untuk maximise revenue dan minimise fraud losses.
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