shopping security in the spotlight, a MasterCard Survey
Overall online shopping experience more
likely to influence purchase than product price
A recent MasterCard,
Online Shopping Behaviour Study reveals that 90% of South
African respondents cite the availability of secure payment
facilities as critical when shopping online. Concern around
the safety of online transactions was the reason 42% gave
for not shopping online in the last three months, up 4%
from last year.
When asked how online shopping could be improved, a little
over half (53%) of the respondents suggest visible, explicit
assurance that their transactions are secure, while 52%
recommend “protection against unscrupulous websites.”
A further 48% suggest guarantees by financial transaction
companies or banks that websites are safe.
Despite this seemingly negative sentiment towards online
shopping, over two thirds (69%) of respondents say they
have made at least one purchase online in the last three
months and a significant 87% of those reported being very
or extremely satisfied with their experience.
“Consumers want to shop online but they are still
nervous about doing so,” says Philip
Panaino, Division President, MasterCard, South Africa,
“This year’s survey confirms that mandating
3D Secure payment card authentication, like MasterCard
SecureCode™, is an important measure to ensure
the sustainability of South Africa’s e-commerce
3D Secure adds an additional layer of authentication
between the cardholder and their card issuer, reducing
the risk of fraudulent online transactions. Merchants
benefit too; in the event that a card is used without
permission, liability shifts away from the retailer.
Retaining a human element in the purchasing process also
contributes to reassuring consumers, as the majority (82%)
of respondents stated that customer service via online
chat or telephone is important when shopping online.
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