While cybercriminals have become increasingly sophisticated with their attacks, many online retailers have not followed suit, continuing to rely on traditional or ineffective security tactics. Many sites attempt to block bot attacks simply by adopting CAPTCHA methods, but CAPTCHAs often frustrate real users and drive abandonment.
Another approach involves creating blocklists of known malicious bot operators and suspicious IP addresses and domains, but cybercriminals are savvy enough to elude detection by creating new domains and hostname combinations.
Some sites attempt to limit the number of times an individual user can repeat an action on a webpage, such as checking a gift card balance within a certain time frame. This is known as rate limiting. Unfortunately, rate limiting is often ineffective against hyper-distributed, bot-based attacks.
Other merchants invoke a fraud solution for every credit card or gift card transaction, which can become cost-prohibitive. Credit card fraud checks also add latency to the transaction, severely slowing the checkout experience and leading to cart abandonment from legitimate users.
Most of these tactics are not bad additions to a comprehensive anti-fraud strategy. But relying on them exclusively to stop increasingly sophisticated attacks is proving ineffective.