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Drawing security-spooked customers into the e-commerce fold

12 Nov 2009

There's a huge base of potential customers online every day who look but don't buy. These are consumers who use the Internet to research their shopping decisions but not to make transactions. In most cases, security fears are to blame. What can e-tailers do to reassure these squeamish shoppers that buying from them is just as safe as making a purchase at a brick-and-mortar store?

Many consumers are still afraid of shopping online, and it's not hard to see why, with reports of fraud, identity theft, data loss and other security breaches regularly making the news. The fact is, though, online shopping is safer than ever before, and new and emerging security technologies, methods and standards are being implemented every day.

Reality is one thing - perception is another. How can consumers be convinced that it's safe to shop online? Turning an online window shopper into someone who actually makes a purchase comes down to several factors: educating consumers about safe online shopping; making a site as trustworthy and secure as possible; and marketing the security features a site offers.

Read the full article here.