Forum Moderators: buckworks
What they should aim for is a web equivalent of chip and pin. A pin for web sales might be a good idea, not sure how this would work though. After all you don't want a merchant having access to your pin. This would need to de done at the gateway somehow.
Perhaps an email from card provider after the purchase with a link to their secure page to type your pin number in. Now that would help prevent charge backs.
Mack.
In the Brick and Morter world, a card holder can not claim that a charge was not authorized if the merchant has a signature and evidence that the card was present, unless they have reported the card stolen. That is why most merchant who take your card in any method other than swip also imprints it the old fashion way.