Whenever and wherever people decide to do their shopping, they will want to be assured that their money and the products or services they have decided to pay for will be safe. Should this not be the case, then they have every right to feel anxious by the time they need to go and spend money, but how seriously is this being taken in relation to online retail?

Shopping online is incredibly convenient for many of us, but in some respects, consumers perceive it to be a little more risky than conventional retail. As I recently discovered following some research undertaken with my colleagues at RandomStorm, a significant number of consumers don’t automatically trust online shopping unless they are given reassurance in a number of forms.

Looking For The Signs

One of the most telling findings about how seriously some consumers take online safety was that 65.8% of respondents to our survey said they would only buy something from a website if it was PayPal-friendly. As PayPal is the most popular e-commerce payment software used by websites worldwide, not using that or a trusted rival could help to turn customers away.

Aside from having a trusted payment gateway, a number of respondents also said they would look for positive customer reviews, something half of all people taking part attested to. A further 38% said they would only trust shopping on a certain site if it was advertised in print, on TV or any other media, while almost a quarter would trust a company with a sizeable following on social media.

Being Mobile-Friendly

Despite all the aforementioned concerns, it seems that a large proportion of consumers are willing to still go shopping online, but are pretty choosy about what device they want to use. Laptops and desktop PCs are seen as being the safest of all for online purchases, but tablets and smartphones aren’t seen as being all that trustworthy, with just over 40% willing to use either for shopping.

It’s hugely important for businesses selling products or services online to get a handle on mobile e-commerce. Trying to make sure it’s as safe as the desktop equivalent is important, so this means using the same security software and such for each site and making sure that each transaction made is as secure as possible. If this happens, then nervous customers are more likely to trust you.