Consumer confidence in online shopping sites flags

Consumers are increasingly wary of shopping online, with only a third now believing that most shopping web sites can be trusted.

A survey conducted on behalf of security firm McAfee showed that consumer concerns over online shopping have risen sharply in the past two years, in the face of online scams and security breaches.

“It’s important for online retailers to recognise, understand and assuage these concerns in order to increase sales,” said Steve Petracca of McAfee.

According to the survey, 84 per cent of consumers have some qualms about providing sites with personal information. Only a third said they thought they could trust the majority of web stores – an 11 per cent decrease on when the survey was conducted in 2009.

Even so, four in 10 consumers admit that they have overlooked any worries they had over sites when offered substantial discounts.

Figures from the IMRG Capgemini e-Retail Sales Index released this week show that online sales growth hit an 18-month low in July.

Retailers should be aware that many of the people it surveyed said they would increase the amount they spent online if they had greater assurances of safety, added Petracca.