So if a supermarket sells these and a customer does a credit card chargeback who wears the loss?? Supermarket I guess
I see that great number of people doesn't understand how processing works and how merchants can protect themselves.
If a chargeback occurs seller will loose money, this is obvious, in your case supermarket.
here is short explanation, basic stuff how things work and what's happening in real life
70% of chargebacks (85% of those come from US) are purposely made ones, people claim that they did not buy the stuff, that they dont recognize transactions...they are mostly made fraudulently by CC owners just to get stuff for free. All blame is then put to merchant/seller which will have direct loss, here it makes no difference what you are selling, bitcoins or socks, merchants almost never fight back as the process is too long and complicated...
VISA and Mastercard then came up with 3D Secure for online purchases (card not present), once online store has 3D secure integrated in their system all fraud blame is shifted only to Credit Card issuing bank, it's simple as that. It doesn't matter if customers card is 3D secure or not, result is the same, bank which issued that card is responsible for all fraud or loss that happen by using this card. No exceptions.
Here is real live example, you have 3D secure VISA card (90% of all cards are enrolled), you went to site selling giftcoins cards, once you enter all usual CC info you will be redirected to your bank site to confirm your purchase with password only you know. If all checks out transaction is approved and you get your giftcoins card. Later if you decide to do false claim bank has info that you approved this and won't even consider trying to do chargeback.
If the card is stolen and 3D secure enabled, person will try to make a charge but it will not know 3D secure pass and transaction will be declined.
If the card is not 3D secure or it has it but customer didn't activate it. This is again bank fault for not educating customer about it and again bank has to cover the cost of fraud.
Paying for giftcoins cards with credit card in real live, you have to sign the slip or authorize by PIN, but here is no difference what you bought, once you take any goods and leave that store door it's over.
you can easily google more info about 3D secure, verified by VISA or Mastercard secure code