I'm in the high risk card not present industry and if it wasn't so painful it'd be funny how bad it is.
3DS solves problems for Visa and nobody else. It transfers the liability from the merchant to the customer. No more 'it wasn't me'.
Only problem is, it's crap.
Bit like the chip and pin problem in the UK which is a similar joke. If I can get your card and your pin I can go shopping as you and good luck trying to explain that to the bank.
If I can fool you into giving me your 3DS password somehow, I can shop online as you with great false trust, and the merchants don't care because they're protected. Kind of.
Most merchants refuse to deploy it anyhow unless forced. It causes a 5-8% immediate drop in throughput. I wouldn't use a site that used it either.