The National Retail Federation (NRF) predicted that retail sales would be up and that, for the first time, the internet would be the most popular consumer shopping destination. For online merchants, finding the optimal balance of these three objectives can be tricky. IBM X-Force report: Security Trends in the Retail Industry. For every dollar in overall industry profitability over the last five quarters, the combined business impact of declines, chargebacks and decision-making was between 45 and 60 cents. For example, online merchants are turning away between 11 and 100 times more order dollars due to concerns about potential fraud than they are actually losing on chargebacks.”]