Welsh Innovation Drives the World’s First Online Card-Present Transaction

A major milestone in payment technology has been achieved in Wales, where Burbank successfully conducted the world’s first online card-present transaction. This groundbreaking innovation, known as Card-Present over Internet (CPoI), bridges the gap between in-store and online payments, bringing the trusted tap and PIN method to e-commerce for the first time.The live demonstration, held on Thursday, 13th March, gathered leading payment executives, technology experts, and industry figures to witness the debut of this pioneering approach. By enabling consumers to tap their physical payment card against their own mobile device and enter their PIN, CPoI delivers the same level of security and convenience as in-store transactions—revolutionising the future of online payments.

Transforming Online Payments with CPoI

Seamless transition from in-store to online – Customers use the same tap and PIN method they already trust in physical stores, making online shopping more intuitive and secure.
Enhanced fraud prevention – Online merchants currently face over $40 billion in fraud losses annually, with fraud increasing 69 percent per year. CPoI mitigates these risks by requiring both a physical card and PIN, ensuring only genuine cardholders can complete transactions.
Eliminating false positives – Automated fraud detection systems mistakenly decline billions in legitimate transactions, costing merchants $443 billion per year and deterring returning customers. CPoI removes the need for such systems, ensuring valid transactions are processed smoothly.
Improved accessibility and customer confidence – Many consumers hesitate to store card details online or struggle with complex authentication steps. CPoI eliminates these concerns, offering a simple and familiar way to pay.

Industry Leaders on the Impact of CPoI

“With CPoI, we are aligning in-store and digital payments. Our goal is to transform e-commerce by significantly reducing fraud and eliminating false positives—issues that have long plagued online sellers.”

Burbank’s CEO, Justin Pike, further highlighted the financial and operational benefits for merchants:

“These erroneous actions cost merchants $443 billion per year, with 65 percent of blocked transactions being false positives. Worse still, 41 percent of affected customers never return to the retailer. With CPoI enabling card-present payments online, merchants no longer need anti-fraud technology, effectively eliminating false positives and improving the customer experience, whilst costing the merchant nothing to deploy.”

Pioneering a New Era in Online Commerce

The launch of CPoI marks a turning point in the evolution of digital payments. By making online transactions as secure and frictionless as in-store payments, CPoI is poised to:

Boost consumer confidence in online shopping, leading to higher conversion rates for merchants.
Minimise fraud and chargebacks, reducing costs and disputes for businesses.
Streamline authentication by eliminating the need for cumbersome multi-step verification methods.
Enhance accessibility for users who may struggle with complex digital payment systems.

As digital commerce continues to expand, this Welsh-led innovation is paving the way for a future where fraud is minimised, false positives are eliminated, and online transactions are safer, faster, and more accessible than ever.