Jodi Lifschitz
Head of Content
Table of contents

Let’s set the scene in which many eCommerce merchants unfortunately find themselves. You’ve just been flooded with a sudden influx of chargeback notifications — each one posing a potential financial loss. The ultimate question you might find yourself grappling with is – which chargebacks do I fight and which do I forgive? 

Understanding all factors is crucial because the choice between contesting and conceding can dramatically impact your financial health and customer relationships. With friendly fraud constituting 79.03% of chargebacks, as reported by the Chargeflow State of Chargebacks Report 2024, recognizing the true nature of each dispute is vital.

We’re here to help equip you with the full picture and strategies necessary to manage chargebacks effectively. Only with this understanding will you be able to actively defend against unwarranted chargebacks diligently and know when forgiving them is crucial for a balanced approach that equally optimizes both operational and customer satisfaction. 

Chargeback's Economic Impact

The Chargeflow State of Chargebacks Report 2024 zeroes in on friendly fraud, explaining how this type of chargeback represents a substantial portion of chargebacks and creates a costly burden for the merchant. Each dollar lost to chargeback fraud usually costs them about $2.40 on average in fees, lost goods, and operational disruptions. And, chargebacks and similar eCommerce fraud consume an average of 1.47% of total revenue. Though a small fraction of the total, this can significantly affect the profitability of businesses of any scale.

Strategic Decisions for Chargeback Management

To determine whether or not to fight a chargeback, you must evaluate the expense with a few takeaways on how it will probably play out within the broader industry:

Win Rate: This is how often you win when you contest chargebacks. If your win rate is less than 25%, the effort and cost may not justify the potential returns. Conversely, a high win rate indicates that contesting chargebacks can be a good investment.

ROI (Return on Investment): It’s crucial to consider if the money and time you spend fighting a chargeback will likely come back to you as a return. This calculation will help guide your decision.

Simplified ROI Analysis of Dispute Efforts

Let’s simplify how you can calculate whether it's worth disputing a chargeback. Think about:

  1. Let’s simplify how you can calculate whether it's worth disputing a chargeback. Think about:some text
    • Imagine you’re disputing a $500 chargeback and believe you have about a 50% chance to win. Your potential recovery could be $250.
  2. Cost of Disputing:some text
    • Suppose it costs $50 in fees and time to fight the chargeback.
  3. Calculate Your ROI:some text
    • Subtract the dispute cost from what you might recover: $250 (potential recovery) - $50 (cost) = $200.
    • Now, compare this net gain ($200) to the cost ($50): $200/$50 = 4. This means you get four times what you spend back.

When to Decide Based on ROI:

  • Less than 25% ROI: Not worth disputing. The costs outweigh the benefits.
  • 25% to 50% ROI: It’s a borderline case. Consider carefully.
  • More than 50% ROI: Generally, a good decision to dispute as you’re likely to gain more than you spend.

When to Fight Chargebacks

Chargebacks represent many significant challenges but we’ve mentioned that not all are worth fighting for. Outlined below are the types of disputes pinpointing which are worth disputing and which you should conserve resources to protect your bottom line. 

  1. High-Value Transactions
  • Disputing chargebacks that are high-value transactions can help you recover substantial revenue. Let’s take a $500 order disputed as fraudulent, this alone is worth the effort because of the substantial revenue that can be recovered.
  • Practical Tip: Maintain detailed records of transactions, including communication logs and delivery confirmations, to help you build a strong case. 
  1. Strong Evidence
  • Focusing on disputes where you have clear and compelling proof will increase your chances of winning the case. 
  • Practical Tip: Ensuring you have comprehensive documentation of every transaction, from purchase to delivery will help you support your dispute claims. 
  1. Preventing Fraud
  • Addressing fraud proactively discourages future fraudulent claims and reduces overall occurrences. 
  • Practical Tip: Implementing robust fraud detection and prevention measures will assist you in managing chargebacks, minimizing losses, and maintaining a healthier cash flow for your business. 

When to Forgive Chargebacks

  • Low-Value Transactions: Consider forgiving disputes where the cost of fighting exceeds the transaction amount. For instance, a $20 chargeback might not be worth the resources to dispute.
  • Customer Relations: Weigh the long-term value of maintaining a positive relationship with a customer. A loyal customer mistakenly disputing a charge; forgiving it can enhance loyalty.
  • Operational Efficiency: Focus on high-impact cases when resources are limited. Use automation to streamline the dispute process, reserving manual effort for significant cases.

Implementing Proactive Chargeback Management

  • Customer Service Excellence: Enhance communication to prevent disputes. Best Practices: Clear return policies, prompt issue resolution, and proactive customer support.
  • Fraud Prevention Tools: Utilize advanced tools to detect and prevent fraudulent transactions. Technology Highlight: Chargeflow’s AI-driven fraud detection mechanisms.
  • Transparency and Documentation: Maintain thorough records to support your case when disputes arise. Regularly audit your documentation practices to ensure they are comprehensive and up-to-date.

Leveraging Chargeflow for Effective Chargeback Management

  • AI-Driven Alerts: Chargeflow uses sophisticated AI that signals you in advance if there are any transaction disputes. You get a dispute-initiated alert immediately so you can respond right then and there to prevent chargebacks.
  • Automated Dispute Handling: Eliminate manual work needed to track and dispute chargebacks by letting Chargeflow manage the entire chargeback process from collecting data to resolving disputes. This automation guarantees no deadline will be missed, and you will be equipped to collect the highest available funds.
  • Deep Integration: Chargeflow integrates easily into the leading eCommerce and payment processing platforms, allowing you to activate and protect your revenue without disrupting your existing operations.
  • Significant Reduction in Chargebacks: Merchants using Chargeflow expect a drop of about 70% in incoming chargebacks with the availability of a lot of proactive tools and chargeback solutions.

Achieving Balance in Chargeback Management

In eCommerce, adeptly managing chargebacks is vital to keeping your financials in check and your customers happy with their online shopping experience. Merchants, in turn, can use the insights into economic impacts and strategies to determine when it makes sense to contest, or when it is necessary to let it go to save the bottom line. Since we have a clear idea of this process, with the appropriate chargeback management solutions, like Chargeflow, it is possible to automate it and more efficiently deal with this issue, which, as you know, in some cases, helps not only react to the dispute but also prevent it, making the operation more assertive and less fragile.

Ready to Take Control of Your Chargeback Management?

If you’re ready to automate your dispute process and enhance your bottom line with Chargeflow’s AI-driven tools, you’ve come to the right place. Start optimizing today and transform your chargeback management from an obstacle into an asset.  Join the merchants who are already reaping the benefits, protecting their revenues, and winning their chargebacks like never before!


Average Dispute Amount
Average Dispute Amount
# Disputes Per Month
# Disputes Per Month
Time Spent Per Dispute
Time Spent Per Dispute
You could recover
$500,000 and save
1,000 hours every month with Chargeflow!
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