\u7535\u5b50\u5546\u52a1\u7684\u52a0\u901f\u53d1\u5c55\u7ed9\u96f6\u552e\u4e1a\u5e26\u6765\u4e86\u5de8\u5927\u7684\u673a\u9047,\u4f46\u4e5f\u653e\u5927\u4e86\u6240\u6709\u6570\u5b57\u5546\u5bb6\u9762\u4e34\u7684\u6311\u6218\u7684\u590d\u6742\u6027:\u786e\u4fdd\u4e70\u5bb6\u5b9e\u9645\u4e0a\u662f\u6240\u4f7f\u7528\u7684\u6301\u5361\u4eba\u3002. <\/p>\n\n\n\n
Em um ambiente em que cada transa\u00e7\u00e3o pode virar um risco financeiro, a autentica\u00e7\u00e3o da legitimidade do cliente se tornou um dos pilares estrat\u00e9gicos para qualquer opera\u00e7\u00e3o digital. Isso porque, quando uma compra \u00e9 feita com cart\u00e3o de cr\u00e9dito, existe sempre a d\u00favida sobre quem est\u00e1 digitando os dados. Se a pessoa n\u00e3o for o real portador do cart\u00e3o, pode contestar a transa\u00e7\u00e3o, junto ao banco emissor e gerar um preju\u00edzo direto para o lojista. O varejo, que muitas vezes opera com margens estreitas, n\u00e3o pode se dar ao luxo de arcar com esse tipo de perda. <\/p>\n\n\n\n
\u4f20\u7edf\u4e0a,\u5546\u5e97\u8f6c\u5411\u53cd\u6b3a\u8bc8\u89e3\u51b3\u65b9\u6848,\u5728\u7ed3\u8d26\u671f\u95f4\u8bc4\u4f30\u591a\u4e2a\u4fe1\u53f7\u3002\u8fd9\u4e9b\u5de5\u5177\u5206\u6790 CPF\u3001\u5361\u6570\u636e\u3001\u7535\u5b50\u90ae\u4ef6\u3001\u5730\u5740\u3001\u884c\u4e3a\u5386\u53f2\u3001\u8bbe\u5907\u4f7f\u7528\u60c5\u51b5\u4ee5\u53ca\u6570\u767e\u4e2a\u53d8\u91cf,\u8fd9\u4e9b\u53d8\u91cf\u7ed3\u5408\u8d77\u6765\u751f\u6210\u98ce\u9669\u8bc4\u5206\u3002. <\/p>\n\n\n\n
\u7edf[\u770b\u5230 \u4e0d\u4e00\u81f4,\u4ea4 \u6613\u88ab \u62d2\u7edd,\u4f46]\u8fd9\u4e2a \u8fc7\u7a0b \u5e76\u4e0d\u5b8c\u7f8e,\u5408\u6cd5\u5ba2\u6237\u4e5f\u88ab \u7981\u6b62,\u7279 \u522b\u662f\u5f53 \u4e8b\u60c5 \u8d85\u51fa \u6807\u51c6\u65f6,\u5982\u540c\u5f53\u94f6 \u884c\u53d1 \u884c\u65b0 \u5361\u65f6,\u6216\u5f53\u4e70\u5bb6 \u4ea4\u6362 \u624b\u673a\u6216 \u5730\u5740\u65f6,\u7535 \u5b50\u5546 \u52a1, \u5047\u8d1f \u7247\u6240 \u9020\u6210\u7684 \u8425\u6536 \u7684\u65e0\u58f0 \u635f\u5931 \u5e26\u6765 \u5bf9\u5ba2 \u6237\u4f53 \u9a8c\u7684 \u76f4\u63a5 \u5f71\u54cd:\u5f53 \u5408\u6cd5\u4e70\u5bb6 \u906d\u5230 \u62d2\u7edd \u8d2d\u7f6e\u65f6,\u54c1\u724c\u4e5f \u5931\u53bb\u4fe1\u8a89\u3002. <\/p>\n\n\n\n
\u00c9 a\u00ed que tecnologias de autentica\u00e7\u00e3o come\u00e7am a ganhar protagonismo. O protocolo 3D Secure (3DS), por exemplo, permite que o pr\u00f3prio banco emissor valide o comprador. O cliente \u00e9 direcionado ao app do banco, recebe um push ou SMS e confirma a transa\u00e7\u00e3o. Essa etapa adicional cria uma prova inequ\u00edvoca de que \u00e9 o titular quem est\u00e1 realizando a compra, protegendo a loja de futuros chargebacks. <\/p>\n\n\n\n
No entanto, mesmo com as evolu\u00e7\u00f5es para a vers\u00e3o 2.0, cada banco implementa o \u201cdesafio\u201d de uma forma, o que afeta diretamente a experi\u00eancia. Alguns fluxos s\u00e3o mais r\u00e1pidos e intuitivos, levando poucos segundos para autenticar o usu\u00e1rio. Outros ainda s\u00e3o confusos e pouco adaptados ao mobile, o que pode gerar fric\u00e7\u00e3o e abandono de carrinho. <\/p>\n\n\n\n
A boa not\u00edcia \u00e9 que a vers\u00e3o 2.0, permite uma autentica\u00e7\u00e3o silenciosa, sem fric\u00e7\u00e3o com o consumidor. Nesse modelo, a loja envia mais dados ao banco, que pode aprovar automaticamente parte das compras sem interrup\u00e7\u00e3o e solicita\u00e7\u00e3o do desafio, preservando a experi\u00eancia e, ao mesmo tempo, aumentando a seguran\u00e7a. <\/p>\n\n\n\n
\u6b64\u8eab\u4efd\u9a8c\u8bc1\u7684\u5de8\u5927\u4f18\u70b9\u662f\u8c03\u7528 liability shift<\/em>. Quando a transa\u00e7\u00e3o \u00e9 autenticada pelo banco, a responsabilidade por um eventual chargeback por fraude deixa de ser do lojista e passa a ser do banco emissor. Isso diminui o risco operacional e melhora a previsibilidade financeira, dois elementos essenciais para neg\u00f3cios em crescimento. <\/p>\n\n\n\n Outra tend\u00eancia que vem se consolidando no mercado \u00e9 o uso de biometria facial como camada complementar de valida\u00e7\u00e3o da identidade. Solu\u00e7\u00f5es como o IDPay, da Unico, aproveitam o banco de dados criado durante aberturas de contas em bancos digitais e grandes varejistas para criar uma rede de identidade digital. <\/p>\n\n\n\n \u5f53\u5ba2\u6237\u53d1\u8d77\u8d2d\u4e70\u65f6,\u4f7f\u7528\u6b64\u529f\u80fd,\u7cfb\u7edf\u53ef\u4ee5\u786e\u8ba4\u624b\u673a\u6355\u83b7\u7684\u4eba\u8138\u662f\u5426\u4e0e\u8d2d\u4e70\u65f6\u4f7f\u7528\u7684CPF\u76f8\u5bf9\u5e94,\u4ee5\u53ca\u8be5\u4eba\u8138\u662f\u5426\u662f\u4ea4\u6613\u4e2d\u4f7f\u7528\u7684\u5361\u7684\u6301\u6709\u8005\u3002. <\/p>\n\n\n\n 2\u79d2\u949f\u5185\u53d1\u751f,\u901a\u5e38\u6bd4\u4e00\u4e9b\u53d1\u884c\u4eba\u76843DS\u8ba4\u8bc1\u6311\u6218\u6d41\u66f4\u52a0\u4eba\u6027\u5316,\u5c24\u5176\u662f\u5728\u5c1a\u672a\u6709\u7cfb\u7edf\u5f88\u597d\u5730\u9002\u5e94\u79fb\u52a8\u73af\u5883\u7684\u94f6\u884c,\u8fd9\u79cd\u65b9\u6cd5\u9664\u4e86\u63d0\u9ad8\u9a8c\u8bc1\u7684\u51c6\u786e\u6027\u5916,\u8fd8\u5141\u8bb8\u5546\u5bb6\u6279\u51c6\u4f20\u7edf\u53cd\u6b3a\u8bc8\u4f1a\u62d2\u7edd\u7684\u4ea4\u6613,\u5e76\u4e14\u5728\u672a\u6765\u53d1\u751f\u4e89\u6267\u7684\u60c5\u51b5\u4e0b,\u751f\u7269\u8bc6\u522b\u6280\u672f\u63d0\u4f9b\u4e86\u6709\u529b\u7684\u8bc1\u636e,\u8bc1\u660e\u662f\u6301\u6709\u4eba\u672c\u4eba\u5b8c\u6210\u4e86\u8d2d\u4e70\u3002. <\/p>\n\n\n\n \u60f3\u8981\u5b89\u5168\u6269\u5c55\u7684\u516c\u53f8\u6765\u8bf4,\u6700\u6709\u6548\u7684\u65b9\u6cd5\u662f\u7ec4\u5408\u548c\u7f16\u6392\u4e0d\u540c\u7684\u5de5\u5177,\u53cd\u6b3a\u8bc8,3DS\u548c\u751f\u7269\u8bc6\u522b\u9a8c\u8bc1\u3002\u5728\u91d1\u67aa\u9c7c,\u6211\u4eec\u6709\u6848\u4f8b,\u65b0\u5de5\u5177\u7684\u5b9e\u65bd\u901a\u8fc7\u51cf\u5c11\u4e0d\u5f53\u62d2\u7edd,\u5c06\u6279\u51c6\u589e\u52a0\u4e8620%\u4ee5\u4e0a\u3002. <\/p>\n\n\n\n \u8fd9\u79cd\u96c6\u6210\u7684\u751f\u6001\u7cfb\u7edf\u53ef\u4ee5\u964d\u4f4e\u98ce\u9669\u3001\u63d0\u9ad8\u6279\u51c6\u7387\u5e76\u4fdd\u62a4\u5ba2\u6237\u4f53\u9a8c\u3002\u5728\u5229\u6da6\u7d27\u5f20\u7684\u7ade\u4e89\u5e02\u573a\u4e2d,\u4e70\u5bb6\u771f\u5b9e\u6027\u4e0d\u518d\u53ea\u662f\u4e00\u79cd\u5b89\u5168\u63aa\u65bd:\u5b83\u6210\u4e3a\u63a8\u52a8\u8f6c\u5316\u3001\u786e\u4fdd\u8fd0\u8425\u53ef\u6301\u7eed\u6027\u548c\u5efa\u7acb\u4fe1\u4efb\u7684\u91cd\u8981\u7b56\u7565\u6570\u5b57\u65c5\u7a0b\u7684\u6bcf\u4e00\u6b65\u3002. <\/p>","protected":false},"excerpt":{"rendered":" O avan\u00e7o acelerado do com\u00e9rcio eletr\u00f4nico trouxe oportunidades enormes para o varejo, mas tamb\u00e9m ampliou a complexidade de um desafio que atinge todos os lojistas digitais: garantir que o comprador […]<\/p>\n","protected":false},"author":219,"featured_media":85681,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,36],"tags":[47,68,43],"class_list":["post-90104","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-dicas-artigos","tag-artigos","tag-dicas","tag-e-commerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/posts\/90104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/users\/219"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/comments?post=90104"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/posts\/90104\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/media\/85681"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/media?parent=90104"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/categories?post=90104"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh_cn\/wp-json\/wp\/v2\/tags?post=90104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}