The article mentions "“There was a 25 percent drop in sales overnight when the changes came into effect in India,” he said in an interview. “So we think SCA is a huge deal.".

I highly doubt that 25% is anywhere close to the long-term impact, but any fraud detection that increases friction decreases the number of impulse purchases. If it's not clear that reduced fraud creates a bigger benefit than lost purchases the industry won't implement it. Add the sometimes weird incentives (chargeback fees etc) and something that's beneficial to the consumer might never be implemented willingly by payment providers.

If the friction from better fraud detection reduces impulse purchases it might be detrimental