Despite the growth in e-commerce over the years, this sector has faced significant barriers related to user trust. According to a survey conducted by the Brazilian Federation of Banks (FEBRABAN), 8 out of 10 Brazilians fear being victims of online fraud, and 35% of respondents point to online shopping as the most vulnerable activity to unauthorized access to their personal data.
According to Marlon Tseng, CEO of Pagsmile, a payment gateway specialized in solutions that connect businesses to emerging markets, “people fear their information being leaked or used improperly, especially on unfamiliar platforms or those that do not convey credibility. Additionally, a lack of clarity on privacy policies and the absence of security seals contribute significantly to this negative perception.”
Another point highlighted by the research is the concern about fraud. With the increase in online scams, consumers are more cautious when entering sensitive data, such as credit card numbers and passwords. This caution, while justifiable, directly impacts companies’ conversion rates, leading to potential sales losses.
To reverse this scenario, Tseng reinforces the importance of companies adopting measures that prioritize security on their platforms, with clarity in data handling and transparent communication on how information is protected. “Diversifying payment options is also a differentiator in reducing consumer resistance. Offering various well-known payment methods, such as Pix, bank slips, digital wallets, in addition to credit cards, can increase the customer’s sense of control,” Tseng explains.
Marlon emphasizes that this flexibility not only caters to individual preferences but also shows that the company is aligned with the needs and expectations of its audience. Furthermore, implementing encryption certificates, such as SSL (Secure Sockets Layer), displaying trust seals recognized by the market, and simplifying information on privacy policies can build a relationship of trust with the consumer.
“Investing in transparency and ensuring a secure digital experience for users allows the company to leverage the full potential of e-commerce, strengthening the brand and gaining the loyalty of more customers,” concludes the CEO.
