How often can you actually successfully challenge a chargeback for an online purchase? From what I've seen, the bank usually wants to see a copy of a receipt signed by the customer. As an online seller of a downloadable product, we never have anything physical signed by the customer.
It's really up to whoever reviews the case at the bank. They know there's no signature for card-not-present transactions, and enough evidence can convince them to close the chargeback in your favor. I've supplied copies of e-mails and phone call records from an automated order verification service showing that the phone # registered to the customer was called and answered after ordering and had quite a few wins that way.
