TAMPA BAY, Fla. The European-style EMV chip-and-PIN cards coming to the United States this fall could increase chargebacks on online transactions, says Chargebacks911. U.S. creditors will issue more than 575 million new EMV cards in 2015.

The United States is the last major market to rely on the magnetic stripe card, the company says—likely part of the reason it accounted for 51 percent of global credit card fraud costs in 2013. While EMV-enabled credit cards are more secure at card-present checkouts, criminals may turn to online transactions to subvert the added protections.

“The U.S. has proven to have gaps within its payment chain, and changes are being made in an attempt to rectify that,” says Monica Eaton-Cardone, Chargebacks911 cofounder. “However, EMV cards only offer a defense for point-of-sale purchases—there is no protection against fraud if a card is lost or stolen, or for purchases made via online transactions.”

To avoid the time-consuming and costly process of fighting chargebacks, merchants should seek out a dispute mediator that can help identify and fight chargeback claims, Eaton-Cardone says. “Maximizing profit requires a consistent yet versatile approach, but [retailers] also need to realize that reducing fraud and chargebacks involves both proactive and responsive measures.”