Almost half (48%) of Brazilian consumers have already abandoned an online purchase due to a lack of trust in the website or app , whether for fear of accessing fake platforms (41%), leaks of personal information (37%), or the possible misuse of their data (41%), according to the 2024 Digital Identity and Fraud Report by Serasa Experian.
Despite the growth of online shopping, the perception that companies adopt effective protection measures fell from 51% to 43%, even though the volume of digital purchases grew by 1.6 percentage points in 2024 compared to the previous year.
According to Wagner Elias, CEO of Conviso, a developer of application security solutions (AppSec), "today, the shopping experience needs to convey security from the first click to the order confirmation. Any disruption along the way creates an opportunity for customers to abandon their purchase, and in the digital world, that decision is made in seconds."
The absence of visible digital certificates, technical protection seals, or even minor inconsistencies at checkout is enough to cause shopping cart abandonment.
The problem isn't limited to small online stores. Large retailers also lose revenue and reputation when they fail to convey security to consumers. An exclusive survey by Site Blindado, from Conviso, a developer of application security solutions (AppSec), indicates that, during last year's Black Friday, for example, 7,923 people checked if the website where they were buying something was truly protected and secure.
“On average, we receive 20,000 monthly verifications of the authenticity of security seals on our clients' websites. We know that this number could be higher, but it already represents significant progress,” says Wagner, emphasizing that the perception of risk has a direct impact on conversion rates.
This website protection refers to identifying and correcting security flaws in online stores to protect against cyberattacks, SSL and SSL EV digital certification — which ensures the encryption of data transmitted between the user and the server — and PenTest, which are penetration tests simulating cyberattacks to identify vulnerabilities and propose improvements to system security.
Conviso highlights that there are visible and invisible security measures, and both are fundamental. Invisible measures include advanced encryption, constant vulnerability monitoring, and enhanced authentication. Visible measures are equally important to the consumer: updated SSL certificates, recognized security seals, and clear privacy policies displayed in an accessible way.
“It’s not just a technical issue; we’re talking about communication. Showing that the store takes security seriously is a way of telling the customer that they are protected. This reduces friction and increases confidence in completing the purchase,” he says.
Physical biometrics, for example, which includes facial recognition, fingerprinting, and voice recognition, is seen as secure by 71.8% of respondents, and its use has grown from 59% to 67% in the last year.
Wagner points out that “ignoring digital trust can cost much more than the loss of a sale. Every shopping cart abandoned due to insecurity represents a wasted relationship opportunity. Thus, this negative first impression can drive the consumer away permanently.”
To help companies strengthen their digital presence and reduce purchase abandonment due to insecurity, CONVISO recommends five steps:
- Continuous monitoring for the rapid identification and correction of vulnerabilities.
- Periodic security testing using specialized tools.
- Strategic display of recognized seals and certificates, especially at checkout.
- Transparent communication regarding privacy policies and data usage.
- Internal training to ensure teams understand and apply safety protocols.
“In the physical world, trust is built on service, storefront displays, and customer relationships. In the digital world, it begins with page loading speed and ends with the clarity and security of the checkout process. And, just like in the physical world, a bad experience can close the door forever,” he concludes.
