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 activity most vulnerable to unauthorized access to their personal data.
For Marlon Tseng, CEO of Pagsmile, a payment gateway specialized in solutions that connect businesses to emerging markets, ‘people fear that their information will be leaked or misused, especially on unknown platforms or those that do not convey credibility. Moreover, the lack of clarity about privacy policies and the absence of security seals heavily contribute to this negative perception.’
Another point highlighted by the survey is 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, although justified, directly impacts companies’ conversion rates, which lose potential sales.
To reverse this scenario, Tseng emphasizes the importance of companies adopting measures that prioritize security on their platforms, with clarity in data handling and transparent communication about how information is protected. ‘Diversifying payment options is also a differentiator to reduce consumer resistance. Offering varied and widely known methods, such as Pix, bank slips, and digital wallets, in addition to credit cards, can increase the customer’s sense of control.’
Marlon points out that this flexibility not only meets individual preferences but also demonstrates that the company is aligned with its audience’s needs and expectations. Furthermore, implementing encryption certificates, such as SSL (Secure Sockets Layer), displaying market-recognized trust seals, and simplifying information about privacy policies can build a relationship of trust with the consumer.
‘Investing in transparency and ensuring a secure digital experience for your users allows the company to harness the full potential of e-commerce, not only strengthening the brand but also gaining the loyalty of more customers,’ concludes the CEO.
