If you're an EU/US exchange, someone steals bitcoins, makes them to money with your help, police starts to investigate, you get sued and need to pay the stolen money back out of your pocket. Technology is no way around laws. You know the word enforcement in law enforcement. But you as a merchant are probably safe. Risk is taken by the conversion service.

(Obviously you're safe if EU/US/Russia/China can't get you because your service is in country that does not work with EU/US/Russian/Chinese law enforcement).