CurrentBody expanded into new markets without compromising approval rates

The demand for CurrentBody products was increasing rapidly on a global scale in foreign markets – regions where identifying true instances of fraud can be difficult for a variety of reasons. “International orders often look suspicious when really they are legitimate orders,” explains Carbine. “Shoppers may use WeChat IDs and often don’t have email addresses. They buy multiple electronic beauty devices at the same time.”

Because of this, CurrentBody’s previous fraud detection provider had a difficult time accurately identifying good orders and the rate of decline was around 7%. “Our team would end up spending a significant amount of time manually reviewing those orders that were declined. We knew that typically more than 70% of declined orders were actually legitimate and we couldn’t let those slip through the cracks. That burden was taxing,” Carbine says.
With CurrentBody’s previous fraud detection provider, a single agent working for the brand would typically spend 10 to 20 hours a week manually reviewing declined orders.

At the same time, CurrentBody was struggling with unauthorised resellers buying their products in bulk and selling them without the company’s consent. “We were very concerned about the effect resellers could have,” explains Carbine. “Controlling the distribution of our products is essential to maintaining successful brand partnerships.”

• International expansion made legitimate cross-border orders more difficult to distinguish from fraud.
• Manual reviews and limited decision visibility created unnecessary operational overhead.
• Unauthorised resellers threatened product distribution and commercial partnerships.

When Carbine began assessing providers, she evaluated against a clear list of criteria. She needed a provider with previous experience working with international beauty brands like hers, a sophisticated machine learning model, the ability to automatically detect resellers, visibility into decisions made, chargeback management services, Magento and Shopify integrations and a simple deployment model. Signifyd was the only provider in the market who could satisfy all of Carbine’s requests. But, to be sure, Carbine kicked off a 30-day pilot so that she could run Signifyd’s Commerce Protection Platform head-to-head against her current provider.
“Signifyd was easy to use and intuitive. The exact logic and reasoning behind accepted or declined orders was right there. For the first time, we weren’t working with a black box,” explains Carbine.
Signifyd’s Commerce Protection Platform is able to deliver accurate decisions automatically, because in 97% of cases, it has seen some element of the transaction before. Signifyd’s platform is powered by the Signifyd Commerce Network — a live circuit of millions of transactions from thousands of merchants selling in more than 100 countries — which produces a deep understanding of shoppers across the globe.
“Our approval rate shot up immediately. And for that small percentage of orders that still required review, Signifyd offered Dynamic Step Up, an automated way to completely manage review for us,” Carbine says. “The decision to make the switch was a no-brainer.

• Selected Signifyd following a successful 30-day head-to-head pilot.
• Increased decision transparency with clear approval and decline reasoning.
• Automated fraud detection, chargeback management and reseller protection.

The impact of deploying Signifyd was immediate. CurrentBody increased approval rates to more than 98%, dramatically reduced chargeback rates and expanded into new international markets without the performance dip typically associated with entering unfamiliar regions. Automated protection also eliminated unauthorised reseller activity, helping the business regain control of product distribution while protecting valuable brand partnerships.

Signifyd was also instrumental in the company’s launch in three new territories.

“Since we became Signifyd customers, our business has expanded into the Netherlands, Sweden and Denmark. With Signifyd, there was not even a learning period in these regions. Typically, you would expect to see a dip in approval rates, but we were able to hit the ground running. We maintained an above 98% approval rate from day one in all three.”

Dealing with unauthorised resellers is also now a thing of the past.

“After establishing clear policies within Signifyd, our unauthorised reseller rate effectively dropped to zero. The impact of this on our brand and partnerships can’t be overstated. We’ve regained control of millions of dollars worth of product that would have flowed through the wrong channels.”

• Increased order approval rates to more than 98%.
• Reduced chargeback rates from 0.5% to 0.04%.
• Expanded into new markets while maintaining 98%+ approval rates from day one.

Signifyd allowed us to rethink how our customer support team could be adding value to our customers. These team members no longer needed to play an administrative role and spend hours every day manually reviewing declined transactions. We are now shifting them into a truly consultative role that can add real value to our shoppers. They are better able to focus on providing the most in-depth information to our customers to help them find and continue to use the best devices. They are truly able to remove friction from the buying experience. This level of customer care is really only possible because of redistribution – because of Signifyd.”
In addition to hours back each day for the customer care team, Carbine is looking forward to Signifyd’s support as the company continues to launch in new territories. “Our launch in Russia this year might be the most challenging for our company yet. But we are keeping the bar high and we are confident we can hit conversion goals with Signifyd.”