Not all claims of fraudulent transactions or customer dissatisfaction are legitimate. In some cases, a consumer abuses the protections of the chargeback process to have his or her money returned when, in fact, the transaction was legitimate and the merchant faithfully fulfilled its duties. This is called friendly fraud.
Friendly fraud can be a major burden for merchants, especially in the e-commerce space. When a chargeback is requested, the burden of proof is on the merchant to show that the customer received what he or she paid for. Proving the transaction was legitimate can be arduous for a business, especially with card-not-present transactions.