Consumers Fear Online Fraud and Seek Retailers Resolutions

August 25, 2011 by Jaclyn Allard

Is consumers' growing concern for online shopping safety a good thing for brick and mortar retailers? Could some of those customers be willing to pack in their PayPal accounts and abandon their online shopping carts, and find their way back to Main Street USA? A recent Harris Interactive survey commissioned by McAfee makes it seem likely, reporting, "84 percent of consumers say they are at least somewhat concerned about providing their personal information when shopping online. And less than 33 percent of shoppers believe most websites are safe for shopping, an 11 percent dip from 2009." That leaves only six percent of consumers that arent worrying about Internet security. And while you hope that means more customers will hit the storefronts, there are no guarantees. Plus, as multi-channel browsing has become a growing trend, more and more brick and mortars are investing in a B2C site, and it would be a waste of money if consumers online security concerns were not addressed and the B2C sites abandoned.

Easing Online Customer Concerns About Fraud

The economy has online shoppers fretting over their purchases, not only because of budgetary concerns, but also the possibility that their security will be jeopardized, allowing someone to scam them for all they have left in the bank. So what can e-tailers do to reassure their customers and prevent this kind of crime? The Harris Interactive survey highlights the fact that, "Retailers can assuage consumers' concerns with a trust mark on their site that assures shoppers that the site is trustworthy. In fact, 33 percent of shoppers say they would buy from a small independent retailer that featured a trust mark over a more well-known site without the seal." Security experts also offer a range of tips that can help keep businesses safe, while Visa offers ideas specifically for retailers through its Security Sense program:

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