Web merchants using address verification
need to pay closer attention to security standards, as research shows this is a major concern for consumers.
A study by security provider McAfee has found that confidence in online retailers has fallen as customers worry about the safety of their data.
According to the research, only around a third of consumers now believe that most websites are safe to shop on, representing an 11 per cent decrease since 2009.
Steve Petracca, senior vice-president of global consumer marketing at McAfee says it is vital that online merchants now reassess their security measure in order to ensure customer loyalty.
He added: "While consumers are faced with more options than ever for shopping online, it's clear that one of their biggest concerns – security – remains.
"It is important for online retailers to recognize, understand and assuage these concerns in order to increase sales and earn trust from their customers."
Posted by Rachel Wheeler