Almost half (48%) of Brazilian consumers have already given up on an online purchase due to a lack of trust in the website or app., whether due to fear of accessing fake platforms (41%), personal information leaks (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 protective measures fell from 51% to 43%, even though the volume of digital purchases grew 1,6 percentage points in 2024 compared to the previous year.
For 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 order confirmation. Any delay along the way creates room for cancellation, and in the digital world, that decision is made in seconds."
The absence of visible digital certificates, technical protection seals or even small inconsistencies at checkout is enough to cause cart abandonment.
The problem isn't limited to small online stores. Large retailers also lose revenue and reputation when they fail to provide consumers with security. An exclusive survey by Site Blindado, a developer of application security solutions (AppSec), shows that on Black Friday last year, for example, 7.923 people checked whether the website they were purchasing from was truly protected and secure.
"We receive, on average, 20 monthly verifications of the authenticity of security seals on our clients' websites. We know this number could be higher, but it already represents significant progress," says Wagner, emphasizing that risk perception has a direct impact on conversion rates.
This website hardening involves 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 emphasizes that there are visible and invisible security measures, and both are essential. The invisible ones include advanced encryption, constant vulnerability monitoring, and reinforced authentication. The visible ones are equally important to the consumer: updated SSL certificates, recognized security seals, and clear privacy policies displayed in an accessible manner.
"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 they're protected. This reduces friction and increases confidence in completing the purchase," he says.
Physical biometrics, for example, which includes facial recognition, fingerprint and voice recognition, are seen as secure by 71,8% of respondents, and their use has grown from 59% to 67% in the last year.
Wagner emphasizes that "ignoring digital trust can cost much more than just a lost sale. Every cart abandoned due to insecurity represents a wasted relationship opportunity. This negative first impression can drive consumers away permanently."
To help companies strengthen their digital presence and reduce purchase abandonment due to insecurity, CONVISO recommends five steps:
- Continuous monitoring to quickly identify and correct vulnerabilities.
- Periodic security testing with specialized tools.
- Strategic display of recognized seals and certificates, especially at checkout.
- Transparent communication about privacy policies and data usage.
- Internal training for teams to understand and apply security protocols.
"In the physical world, trust is built through customer service, the storefront, and customer relationships. In the digital world, it starts with page load speed and ends with the clarity and security of the checkout. And, just like in the physical world, a bad experience can close the door forever," he concludes.
