Trust in us to make ecommerce secure

The widespread adoption of ecommerce is being hindered by a failure to consider the human aspects of transacting online.

A Department of Trade and Industry (DTI) report published this week says businesses are too focused on the technology supporting their ecommerce strategies - only 3 per cent of companies take into account how ebusiness affects people.

'There is evidence of an undue focus on technology and a lack of attention to human and organisational issues,' said the Ebusiness Prospects report.

The study coincides with the launch of Computing's Question of Trust Campaign, which aims to raise business and consumer confidence in transacting over the internet.

The Office of National Statistics says that ecommerce sales grew 42 per cent in 2001 (Computing, 17 October), but the DTI report shows that only 20 per cent of businesses are transacting online.

Computing believes that building trust is fundamental for the UK to become an international ecommerce leader.

'Security can be seen as a major inhibitor to progress. To others this is a perception, not a reality. They point out that handing your credit card over in a restaurant is probably less secure than using the internet,' said the DTI report.

The difference is people trust a restaurant, but high-profile problems with web site security means consumers don't have the same faith in the online world.

'The gap between where we want to be in ecommerce and where we are, is about putting customer trust first and that will be the heart of our campaign,' said Computing editor Michael Gubbins.

'We need a culture of trust in which the customer is confident their interests are paramount. It starts with vendors building security into the DNA of products but it also looks at creating a set of coherent, credible and transparent standards for online trade and a workable legal framework.'

Ecommerce Minister Stephen Timms is backing Computing's campaign.

'The issue that comes up time and time again is trust. People see the new technologies not only as an opportunity but also as a threat,' he said.

Over the coming months Computing will focus on the issues around trust by conducting research and holding roundtable events with industry leaders to find a solution to this significant ecommerce inhibitor.

We will promote the correct use of security technology, unravel the countless laws around internet commerce, and attempt to encourage reporting of online crime.

And we want to know what you think. How confident are you and your customers when transacting over the internet? Email your feedback to emma_nash@vnu.co.uk