Case Study: Hunter Boots achieves 90% reduction in chargeback fraud with Adyen

How the iconic footwear brand reduced chargeback fraud by 90%

Hunter, the 180‑year‑old iconic footwear brand, experienced a surge in online orders in 2020 and a corresponding spike in chargeback fraud—particularly in the US and Canada. Fraud detection was largely manual (blocking IPs and emails) and required thousands of reviews during peak periods, while risk knowledge was fragmented across finance and ecommerce teams with limited centralized data.

After switching to Adyen and implementing its RevenueProtect risk solution, Hunter adopted an agile, data‑driven approach to fraud rules and payment routing. Over two years, chargebacks dropped from 2% to 0.2% (a 90% reduction) while authorization rates remained high, and payments shifted from a finance tool to a conversion driver as the ecommerce team expanded payment options and gained flexible control.

Hunter Boots

Bryony Longden

Senior Ecommerce Manager