Edit: Downvote all you like. It's the truth. When the chargeback comes, you pay Stripe/Paypal/Etc a fee, and they yank the funds out of your account. Whatever item you shipped is gone.
Edit 2: The liability shift referred to below doesn't apply to online transactions. Card not present fraud is almost 100% on the seller/merchant. And given that the context is Stripe, well..
Before October 2015, issuers ate the fraud, not merchants.
After October 2015, the "liability shift" means issuers won't eat the fraud if it's a chip card and the merchant didn't use the chip reader. Otherwise, they still eat the fraud.
http://www.emv-connection.com/downloads/2015/05/EMF-Liabilit...
It is the case that banks pick up the tab for transactions where the card is present, hence the move to EMV chips. However, merchants have liability for transactions where the card is not present, i.e. every Stripe transaction.
https://usa.visa.com/run-your-business/small-business-tools/...
And if you really know where to look, the ability to look up someone's SSN will only cost you a buck or two.
It requires the use of a password, and adds additional steps to the checkout process. You can't really make it mandatory on your store, as conversions/sales would crumble. So, you make it optional.
If it's optional, only the most security conscious customers end up using it. Those are the customers with the lowest risk of having their card info stolen, and the most likely to report it quickly if the info is stolen.
So it adds more protection around a tiny fraction of your sales...the sales that were already very unlikely to be fraudulent.
It doesn't make any notable change to "the cost of online fraud in the US is 100% on the merchant/seller".
Yes, it requires extra authentication (My issuing bank has chosen password as the auth - some others use the bank code boxes for One Time Tokens). All online stores that I routinely buy from in Sweden and in Europe have 3D-Secure turned on. The only exception I've encountered is an airline.
The customers don't get to choose - it's not optional for customers. It's optional for merchants/shops. If they however disable 3D-Secure: They're liable though.