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 identify online shopping as the activity most vulnerable to unauthorized access to their personal data.
To Marlon Tseng, CEO ofSmiling, a payment gateway specializing in solutions that connect businesses to emerging markets, "people fear that their information will be leaked or used improperly, especially on unknown platforms or those that do not convey credibility. Additionally, the lack of clarity about privacy policies and the absence of security seals significantly contribute 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, although justifiable, directly impacts companies' conversion rates, causing them to 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. Diversification in payment options is also a key factor in reducing consumer resistance. Offering a variety of widely recognized methods, such as Pix, bank slips, and digital wallets, in addition to credit cards, can enhance the customer's sense of control.
Marlon highlights that this flexibility not only caters to individual preferences but also demonstrates that the company is aligned with the needs and expectations of its audience. Furthermore, the implementation of encryption certificates, such as SSL (Secure Sockets LayerThe display of trust seals recognized by the market and the simplification of privacy policy information can build a trusting relationship with the consumer.
"Investing in transparency and ensuring a secure digital experience for your users allows the company to fully leverage the potential of e-commerce, not only strengthening the brand but also gaining the loyalty of more customers," concludes the CEO.
