E-tailers are a year behind in their understanding of Australian online shoppers. Security is still a major concern for online shoppers and is rated as the third most important. The report found that as consumers become more tech-savvy, privacy has also become a major concern. Yet e-tailers are failing to deliver adequate security or privacy. Improvements in technology mean that security measures need to be constantly revised to restore consumer confidence.
Security is about trust, and trust is about competitive advantage.
The report found that online shopping has reached mainstream status among businesses and consumers.