3D Secure (3DS) adds an extra layer of protection for cardholders while purchasing online. With 3DS enabled, you have two-step authentication on every online purchase, therefore no payment should be processed unless you authorised by the cardholder.
Not only does this offer peace of mind to the cardholder and the merchant, it also allows a smoother online purchasing experience to the cardholder. Merchants issuing banks become liable for fraudulent chargebacks. Even if the customer claims they have an unauthorised payment from you on their card, most of the time the card provider will be liable for managing the refunds. 3Ds technology will no doubt continue to develop and take online payments to a whole new level.