Consumers 'most want e-commerce sites to be secure'

19th January 2009

New research by PayPal has revealed that security is the top priority for UK consumers shopping on the web.

Its survey found that 84 per cent look for security features the most when browsing e-commerce sites, with typical aspects including money back guarantees, visible credit card brands and trusted payment methods.

Almost eight in ten respondents said they wanted see simple website design in place, making use of features such as a clear layout, one-click payments and easy navigation.

About 42 per cent listed product details as essential to the online shopping experience, with 30 per cent citing the ability to compare products and 13 per cent looking for good use of photos and video.

"Consumers are not looking for flashy designs, complicated tools and alienating jargon - they simply want a secure website that is easy to use," commented Cameron McLean, general manager at PayPal Merchant Services.

A recent survey by Zeus Technology indicated that 72 per cent of UK online marketers believe website downtime would result in significant problems for their businesses.