Simba Sleep hails Riskified tie up as it enhances customer experience and safeguards online transactions

British brand, Simba Sleep, reports that its long standing partnership with Riskified has played a crucial role in its global success, enabling it to safeguard online transactions from payment fraud and chargebacks and deliver a seamless, secure shopping experience to customers.

“Our mission has always been to give customers the best night’s sleep possible,” says Russell Alexander, Finance Manager at Simba Sleep. “As we expanded globally, it was essential that we maintained a secure, seamless shopping experience for our customers. Fraud was a growing concern, and we needed a solution that allowed us to protect our customers’ transactions without compromising their shopping experience.”

Riskified’s AI powered fraud prevention platform has been instrumental in enabling Simba Sleep to fight fraud effectively. By instantly reviewing transactions and flagging high risk orders, the platform ensures legitimate purchases are approved in real-time. This allows Simba to focus on what matters most: delivering quality products and exceptional customer service, while minimising chargebacks and fraudulent activity.

Since integrating Riskified, Simba Sleep has seen a reduction in fraud rates, dropping from as high as 2% of monthly sales to virtually zero in the first 12 months after going live, based on their analysis.

Additionally, Simba Sleep’s customer service team has been able to focus on providing the best possible experience rather than spending time resolving fraud related issues, leading to a significant improvement in customer satisfaction.

“We’ve been able to handle a much higher volume of orders, especially from international markets, without worrying about fraud,” Russell adds. “The partnership with Riskified has given us the peace of mind to focus on growing our business and serving our customers better. They’ve helped us improve not just our fraud protection but our entire transaction process.

As part of the collaboration, Simba Sleep has also been able to effectively adapt to changes in regulatory requirements, such as PSD2 in the UK and EU, without adding unnecessary friction for customers.

Aviram Ganor, General Manager of EMEA at Riskified, says; “The increasing sophistication of fraud stands in the way of online merchants’ desire to give their customers a seamless experience. By leveraging Riskified’s AI powered fraud prevention platform, Simba Sleep is able to accurately detect and block payment fraud and enable smarter checkout experiences. We’re proud to have supported Simba Sleep since 2017, whose tech forward approach to ecommerce fraud management empowers their teams to unlock new growth opportunities with confidence.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.