With Forter, Toys“R”Us Japan reduces fraud and delivers a smoother checkout experience within one month of deployment
NEW YORK — April 29, 2026 — Forter, the AI decisioning Platform for the future of commerce, announced that Toys“R”Us-Japan, Ltd., Japan’s largest dedicated toy and baby products retailer, has successfully deployed Forter’s Fraud Management and Payment Optimization solutions.
In response to the recent rise in credit card fraud, Toys“R”Us-Japan implemented 3D Secure 2.0 to strengthen security. However, the additional authentication created friction at checkout, driving cart abandonment and lost sales opportunities.
The company urgently needed to balance strong protection against fraud attacks, particularly those targeting high-demand items like game consoles and popular toys, with a fast, seamless checkout experience for legitimate customers.
Toys“R”Us–Japan selected Forter to address these challenges based on three primary factors:
- Contractual KPI Guarantees: Forter’s ability to commit to specific approval rates, 3DS utilization rates and chargeback rates gave Toys“R”Us-Japan clear, measurable return on investment.
- Smart 3DS: Instead of applying 3DS to every transaction, Forter’s AI evaluates risk in real time to route low-risk, legitimate customers through a frictionless checkout experience.
- Fully Automated Operations: Forter’s instant AI decisions eliminate the need for manual reviews or constant rule adjustments, significantly improving operational efficiency.
Within the first month of full-scale operations, Toys“R”Us-Japan achieved the following:
- Fraudulent Transactions Blocked: High-precision decisioning has significantly reduced fraud, protecting the company’s bottom line.
- Improved Customer Experience: By drastically limiting when 3DS is triggered, checkout friction has decreased, leading to a measurable reduction in cart abandonment rates.
- Fewer False Declines: A significant reduction in false declines has led to fewer customer support inquiries.
“With Forter, we finally solved the long-standing challenge of balancing enhanced security with increased sales. In just one month of operation, we have reduced fraud and improved conversion rates, demonstrating the accuracy of Forter’s AI-powered decisioning,” Masato Nakajima, Division Director of e-Commerce & Customer Support at Toys“R”Us-Japan, Ltd. “Looking ahead, we plan to leverage the platform to tackle account takeovers and unauthorized reselling so our customers can enjoy a safe, secure, and seamless shopping experience.”
“We are delighted to have been chosen by Toys“R”Us–Japan as their fraud prevention partner,” said Yosuke Noda, Country Manager for Japan, Forter. “Our high-precision fraud detection not only eliminates false declines for legitimate customers but also realizes a superior customer experience and increases overall satisfaction.”
About Toys“R”Us-Japan, Ltd.
As a subsidiary of Toys“R”Us Asia, Toys“R”Us Japan aims to be the industry’s most trusted toy specialist. Driven by a vision to inspire the imagination and spark the creativity of the next generation through the power of toys and play, the company operates 152 stores nationwide (as of February 26) and the Toys“R”Us/Babies “R” Us online store (www.toysrus.co.jp), offers high-quality products curated from domestic and international manufacturers.
About Forter
Forter is the AI decisioning Platform for the future of commerce. Built on advanced AI, we provide the most accurate, instant assessments of trustworthiness across every step of the buying journey. We give businesses the confidence and insight to securely embrace new innovations, like agentic commerce, without the fear of fraud. Our ability to isolate fraud and protect consumers is why 400,000 businesses, including Adobe, ASOS, eBay, Instacart, Priceline and Nordstrom, have trusted us to decision more than $2 trillion in transactions. Forter helps businesses prevent fraud, maximize revenue, and deliver superior experiences for their consumers. Learn more at www.forter.com.
