US 3D Secure Payment Authentication Market Size, Share, Trend & Industry Analysis Report: By Component (Access Control Server, Merchant Plug-in, and Others), and By Application- Market Forecast, 2025-2034

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The US 3D secure payment authentication market size is expected to reach USD 1,149.52 million by 2034, according to a new study by Polaris Market Research. The report "US 3D Secure Payment Authentication Market Size, Share, Trend & Industry Analysis Report: By Component (Access Control Server, Merchant Plug-in, and Others), and By Application - Market Forecast, 2025-2034" gives a detailed insight into current market dynamics and provides analysis on future market growth.

The U.S. 3D secure payment authentication market focuses on enabling secure, real-time verification of cardholders during online and mobile transactions. This ecosystem supports issuers, acquirers, merchants, and payment gateways in reducing fraud and ensuring compliance with industry security standards. The rise in card-not-present fraud, driven by the surge in e-commerce and mobile payment volumes, is compelling stakeholders to invest in adaptive, low-friction authentication technologies. The transition from 3D Secure 1.0 to 2.0 is reshaping transaction flows by introducing biometric validation, tokenization, and contextual risk analysis, offering stronger protection without compromising user experience. Regulatory expectations around consumer protection and data privacy are also influencing deployment decisions across financial institutions and digital platforms. Technology vendors are advancing offerings through real-time access control servers, merchant plug-ins, and AI-driven behavioral tools to support dynamic fraud prevention.

A shift toward embedded payments and contactless commerce is creating new opportunities for integrated, API-based authentication layers that work seamlessly across channels. Innovation is also being driven by investment in payment infrastructure modernization, supporting scalable platforms that align with mobile-first banking and digital payment ecosystems. Stakeholders are increasingly focusing on achieving a balance between security, speed, and user convenience, which is redefining the adoption landscape. The market continues to evolve rapidly as financial players prioritize customer trust, secure checkout processes, and seamless interoperability across devices. This environment presents strong potential for growth, driven by expanding digital commerce, regulatory momentum, and the growing sophistication of fraud detection and identity verification technologies.

US 3D Secure Payment Authentication Market Report Highlights

By component, in 2024, the merchant plug-in segment accounted for approximately 39% of the revenue share, supported by the rapid integration of secure payment layers into e-commerce websites and digital apps.

Based on application, in 2024, the merchants and payment gateway segment was valued at approximately USD 187 million, driven by the need for enhanced protection in high-volume online payment environments.

A few key players include American Express Company; Bluefin Payment Systems; Broadcom Inc.; DECTA Limited; DFS Services LLC; Entrust Corporation; Gpayments Pty Ltd.; Marqeta Inc.; Mastercard Incoporated; RSA Security LLC; Visa Inc.

Polaris market research has segmented on the basis of component, and application.

By Component Outlook (Revenue USD Million, 2020-2034)

Access Control Server

Merchant Plug-in

Others

By Application Outlook (Revenue USD Million, 2020-2034)

Banks

Merchants & Payment Gateway

Others

Product Code: PM5856

1. Introduction

1.1. Report Description
- 1.1.1. Objectives of the Study
- 1.1.2. Market Scope
- 1.1.3. Assumptions
1.2. Stakeholders

2. Executive Summary

2.1. Market Highlights

3. Research Device Methodology

3.1. Overview
- 3.1.1. Data Mining
3.2. Data Sources
- 3.2.1. Primary Sources
- 3.2.2. Secondary Sources

4. US 3D Secure Payment Authentication Market Insights

4.1. US 3D Secure Payment Authentication Market - Market Snapshot
4.2. US 3D Secure Payment Authentication Market Dynamics
- 4.2.1. Drivers and Opportunities
  - 4.2.1.1. Proliferation of Digital Wallets and Embedded Payments
  - 4.2.1.2. Investment in Payment Infrastructure Modernization
- 4.2.2. Restraints and Challenges
  - 4.2.2.1. High Implementation Costs
4.3. Porter's Five Forces Analysis
- 4.3.1. Bargaining Power of Suppliers (Moderate)
- 4.3.2. Threats of New Entrants: (Low)
- 4.3.3. Bargaining Power of Buyers (Moderate)
- 4.3.4. Threat of Substitute (Moderate)
- 4.3.5. Rivalry among existing firms (High)
4.4. PESTEL Analysis
4.5. US 3D Secure Payment Authentication Market Trends
4.6. Value Chain Analysis

5. US 3D Secure Payment Authentication Market, by Component

5.1. Key Findings
5.2. Introduction
- 5.2.1. US 3D Secure Payment Authentication Market, by Component, 2020-2034 (USD million)
5.3. Access Control Server
- 5.3.1. US 3D Secure Payment Authentication Market, by Access Control Server, 2020-2034 (USD million)
5.4. Merchant Plug-in
- 5.4.1. US 3D Secure Payment Authentication Market, by Merchant Plug-in, 2020-2034 (USD million)
5.5. Others

6. US 3D Secure Payment Authentication Market, by Application

6.1. Key Findings
6.2. Introduction
- 6.2.1. US 3D Secure Payment Authentication Market, by Application, 2020-2034 (USD million)
6.3. Banks
- 6.3.1. US 3D Secure Payment Authentication Market, by Banks, 2020-2034 (USD million)
6.4. Merchants & Payment Gateway
- 6.4.1. US 3D Secure Payment Authentication Market, by Merchants & Payment Gateway, 2020-2034 (USD million)
6.5. Others
- 6.5.1. US 3D Secure Payment Authentication Market, by Others, 2020-2034 (USD million)

7. Competitive Landscape

7.1. Expansion and Acquisition Analysis
- 7.1.1. Expansion
- 7.1.2. Acquisitions
7.2. Partnerships/Collaborations/Agreements/Exhibitions

8. Company Profiles

8.1. American Express Company
- 8.1.1. Company Overview
- 8.1.2. Financial Performance
- 8.1.3. Product Benchmarking
- 8.1.4. Recent Development
8.2. Bluefin Payment Systems
- 8.2.1. Company Overview
- 8.2.2. Financial Performance
- 8.2.3. Product Benchmarking
- 8.2.4. Recent Development
8.3. Broadcom Inc.
- 8.3.1. Company Overview
- 8.3.2. Financial Performance
- 8.3.3. Product Benchmarking
- 8.3.4. Recent Development
8.4. DECTA Limited
- 8.4.1. Company Overview
- 8.4.2. Financial Performance
- 8.4.3. Product Benchmarking
- 8.4.4. Recent Development
8.5. DFS Services LLC
- 8.5.1. Company Overview
- 8.5.2. Financial Performance
- 8.5.3. Product Benchmarking
- 8.5.4. Recent Development
8.6. Entrust Corporation
- 8.6.1. Company Overview
- 8.6.2. Financial Performance
- 8.6.3. Product Benchmarking
- 8.6.4. Recent Development
8.7. Gpayments Pty Ltd
- 8.7.1. Company Overview
- 8.7.2. Financial Performance
- 8.7.3. Product Benchmarking
- 8.7.4. Recent Development
8.8. Marqeta Inc.
- 8.8.1. Company Overview
- 8.8.2. Financial Performance
- 8.8.3. Product Benchmarking
- 8.8.4. Recent Development
8.9. Mastercard Incoporated
- 8.9.1. Company Overview
- 8.9.2. Financial Performance
- 8.9.3. Product Benchmarking
- 8.9.4. Recent Development
8.10. RSA Security LLC
- 8.10.1. Company Overview
- 8.10.2. Financial Performance
- 8.10.3. Product Benchmarking
- 8.10.4. Recent Development
8.11. Visa Inc.
- 8.11.1. Company Overview
- 8.11.2. Financial Performance
- 8.11.3. Product Benchmarking
- 8.11.4. Recent Development