APP (Automated Push Payment) fraud doesn't involve a retailer, because the beneficiary of the funds is the scammer, not a genuine retailer, so I'm not sure what you are referring to.
Some figures from a gripping trade paper from recent months:
"According to the figures from banking trade body UK Finance, APP fraud rose from £208 million in the first half of 2020 to £355 million for the same period in 2021, a year-on-year increase of 71%. Applying the same growth to the second half of the year, the total losses from APP fraud for 2021 are forecast to reach £819 million.
While it is consumers that suffer both financially and emotionally from these scams, banks are also left footing the bill in many cases. For example, TSB has refunded 97% of all bank fraud cases under its Fraud Refund Guarantee."
2FA was brought in to reduce these numbers, not just for banks and their customers, but because the funds are used to fund more criminal activity. Another initiative, which you may or may not have noticed, is Open Banking whereby the beneficiary details are verified in real time when making an APP.
Well done the banking industry, right?