Personal experience is that I get challenged a bit more for online purchases which I see as a good thing. I can see the retailers’ point that this adds friction but the improvement in trust should be worth the pain in the long term…:
[…] Not all fraud is blocked by SCA, yet not all blocked traffic is fraudulent. Merchants have seen SCA add friction to the shopping journey and impede customer conversion rates. Think about what’s happening in real time. In the middle of the purchase, many legitimate online customers won’t continue with a transaction if it means physically getting up to answer a 2FA request on their phone. The process also presents customers with more time, meaning they have longer to rethink their purchase.