"Friendly fraud" is the industry's term for a customer who disputes a purchase they made themselves. The label blames the customer, but the cause is often that the bank's refund path is faster, cheaper and less conditional than the merchant's. Customers pick the shorter queue.
A merchant refund usually means finding a contact link, writing an email, waiting for a reply and accepting conditions such as restocking fees, return shipping and time windows. A chargeback is 3 taps in an app the customer already uses, with money back within days.
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A self-service refund flow on the order page, with a 24-hour turnaround and conditions shown up front, removes most of this volume. The disputes that remain, where a customer was refunded and disputed anyway, are worth fighting, and the records to argue them are usually already on file.