Building consumer trust in E-commerce: Navigating 2024's challenges

As the e-commerce landscape rapidly adapts to a digitally-driven society, with growing concerns about the rapid adoption of artificial intelligence and the increasing number of data breaches, consumer trust has become indispensable for businesses striving to succeed in 2024.

In this article we discuss the issues faced by retailers as consumers become increasingly aware of the data security and how InAcademia can help.

Emerging concerns of online shoppers

This shift in customer confidence is highlighted by a recent TrustSite survey, gathering insights from over 550 customers, which revealed some shocking findings: 

  • A staggering 97% of consumers expressed concerns about shopping on unfamiliar sites, with more than 50% describing themselves as "very concerned" about providing personal information such as credit card details and addresses. 
  • Concerns about the legitimacy of businesses selling online have risen significantly. In 2024, 17% of consumers cited business legitimacy as their biggest concern when shopping online, up from 14% in 2022 and 13% in 2020.
  • Fears of identity theft have grown substantially, with 90% of consumers expressing their concern in 2024, up from 74% in 2018. This increase is particularly noteworthy in light of the $23 billion lost to identity fraud in recent years.
  • 90% of consumers reported abandoning an online purchase, most significantly due to doubts about business legitimacy (46%) and concerns about the security of credit card information (41%).
  • With the fast integration of AI into e-commerce platforms, 41% of consumers state they are “very concerned” about potential misuse when shopping online. 


Strategies to build consumer trust

With a sea of e-commerce businesses to compete against, staying up to date with and proactively addressing consumer concerns can position your business as a trustworthy industry leader. Here are some pointers: 

Transparent policies and communication: Clearly communicate your business’s policies regarding data privacy, returns, and customer support. If online shoppers do need to reach out, make sure to provide easy access to contact information and respond to any inquiries promptly. 

Customer reviews and social proof: Encourage customer reviews and testimonials to build credibility and reassure potential buyers about the quality and authenticity of your products or services. Actively engage with feedback to show responsiveness and commitment to ensuring the best online shopping experience for your customers. 

Secure payment options: Implement robust security measures for online transactions, including encrypted payment gateways and compliance with industry standards like PCI DSS. Display trust seals and certifications to instil confidence in the safety of financial transactions.


Ethical marketing practices: Avoid misleading advertisements and deceptive practices. Be transparent about pricing, product features, and promotions to build a reputation for honesty and integrity.


Proving commitment to privacy with real-time student verification


InAcademia provides a lightweight online service that leverages federated academic identity, eliminating the need for expensive and risky manual processing. This simple yet trustworthy validation of student status or other academic affiliations allows your shoppers to access discounts without compromising their privacy. Want to find out how? Get in touch with us today! 

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