It is well-known that 3D Secure has major flaws that counteract the goals it is trying to achieve. Do or do not, there is no try. 3DS 2.0 will increase sales while simultaneously improving security for merchants, which the earlier protocol tried, but failed to do. 2.0 achieves this with critical improvements: better UX, multi-channel support and most importantly, deep data capabilities. The new features reduce friction for cardholders, bringing merchants more business while still mitigating their liability for fraud. 3D Secure is finally fixing the bridge between global ecommerce security and ease-of-payment, which is what merchants have been waiting for.
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