Riskified Riskified

Reducing Operational Risk to Shift Investment to Growth

How Finish Line grew online revenue and cut operational costs by automating order review

Business impact
  • 4% approval rate lift
  • 70% decrease in chargebacks
  • 100% automated decisions

Meet Finish Line

Founded in 1976, Finish Line has established itself as a leader in the athletic footwear and fashion retail space. Today, the company has over 1,000 retail locations across North America, bolstered by a robust digital experience including online and mobile. As an early adopter, eCommerce has played a role in the company’s growth, with online sales accounting for 21% of the company’s revenue as early as 2017. Finish Line is known for the premium shopping experience it offers its customers, as the company’s success – both online and in-store – attests.


Dajana Gajic-Fisic

Head of eCommerce Risk Management

Anyone can say they’re managing fraud by over-declining, but at what cost? You will probably decline most of the fraudulent orders and your chargeback rate will be very low, but you’re losing good customers and revenue. Finding the balance is critical.

The Challenge

As Finish Line’s eCommerce platform grew, the company searched for more efficient ways to manage its fraud review process. The brand’s objectives included reducing its false decline rates, implementing an automated and scalable solution, and continuing to provide its world-class service and exemplary customer experience.