Akuru Launches New Service "ASUKA Payment CV Optimization Service" for EC Card Merchants

Akuru Inc. (Location: Minato-ku, Tokyo; President and CEO: Osamu Kondo; hereinafter "the Company"), a provider of solutions for preventing fraudulent use of credit card payments, will begin offering its new service, "ASUKA Payment CV Optimization Service," for businesses operating EC sites.

About ASUKA's "Payment CV Optimization Service"

EMV 3-D Secure (hereinafter "EMV3DS"), which will become mandatory from April 2025, has allowed card merchants to reduce the burden of chargebacks due to fraudulent use. However, they now face a new challenge: a decrease in sales due to increased user drop-offs in the payment process. New measures are needed to strengthen fraud prevention while not compromising the customer experience. This service is a new feature that uses a proprietary payment data optimization engine to automatically correct and optimize information entered by users during credit card payments on EC sites in real-time before transmitting the data. This eliminates drop-offs and errors, thereby improving the payment authentication success rate.

Benefits of Introducing "ASUKA Payment CV Optimization Service"

(1) Direct Improvement in Sales

By reducing customer drop-offs after they press the "Order" button due to payment errors, sales can be directly improved. The effect is more pronounced for businesses with large EC transaction volumes; a mere 1% improvement in payment conversion rate can have a significant impact on sales.

(2) Improvement in Customer Experience and Reduction in Customer Support Load

Drop-offs due to "false positives" (legitimate users being rejected as suspicious) are increasing after EMV3DS became mandatory. These not only lead to a decrease in conversion rates but also negatively impact ongoing relationships with existing customers. By ensuring the payment process functions smoothly for legitimate users, the purchasing experience for customers can be restored. Furthermore, a reduction in "cannot purchase" inquiries to the customer support department is expected due to the decrease in payment authentication failure rates.

(3) Maximizing Marketing Investment Efficiency

This eliminates the opportunity loss of new customers who were led to the verge of purchase through advertising expenses but dropped off during the payment process. Investment in the payment flow can be positioned as a way to boost the overall cost-effectiveness of marketing.

Introduction Examples

Following a PoC period, the service has been released and already has multiple implementation records, including with major EC card merchants. We will introduce examples of improvements in payment error and authentication failure rates.

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Background of Service Launch

The mandatory implementation of EMV3DS from April 2025, as stipulated by the Ministry of Economy, Trade and Industry's Credit Card Security Guidelines, has led many EC businesses to focus on strengthening security. However, this has also highlighted a new challenge: purchase drop-offs (cart abandonment) due to the authentication process. For some EC sites, the rate of final payment completion after the "Order" button is pressed (payment conversion rate) remains around 80%, meaning one in five customers with purchase intent abandons the process. A structural issue has emerged across the EC industry where strengthening security measures increasingly hinders the purchasing experience for consumers.

In response to these challenges, Akuru Inc. has launched the "Payment Conversion Optimization Service," leveraging its expertise in analyzing payment data from over 45,000 domestic and international sites, gained through the operation of its fraud prevention service "ASUKA." By optimizing the payment process while maintaining security standards, we contribute to creating an environment where EC merchants can maximize their sales.

About "ASUKA"

This service offers a one-stop solution necessary for maximizing EC revenue, including comprehensive security measures required in the credit card industry (credit master/mass attack countermeasures, attribute behavior analysis and matching with fraudulent delivery addresses as third-party fraud countermeasures, fraudulent login countermeasures, countermeasures for various Pay payments, etc.), and an "evolved" 3DS authentication that prevents sales loss. It has been introduced by over 45,000 card merchants, including physical goods EC, travel, and service products.

Click here for details on ASUKA - Payment CV Optimization Service ▼ https://akuru-inc.com/service/asuka/revenue-optimization/ Click here to request materials ▼ https://akuru-inc.com/download/pamphlet/

【Company Profile】

Akuru Inc.

Company Name: Akuru Inc.

Location: 2-7-13 Mita, Minato-ku, Tokyo TDS Mita Building 6-7F

Representative: Osamu Kondo

Business Activities: Credit card fraud countermeasures solutions, chargeback guarantees, customer acquisition support services, etc.

URL: https://akuru-inc.com/