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 in 10 Brazilians fear being victims of online fraud, 35% of respondents point to online shopping as the activity most vulnerable to unauthorized access to their personal data
For Marlon Tseng, CEO ofPagsmile, payment gateway specialized 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. Furthermore, the lack of clarity about privacy policies and the absence of security seals heavily contribute to this negative perception
Another point highlighted by the research is the concern with frauds. With the increase of online scams, consumers are more cautious when entering sensitive data, such as credit card numbers and passwords. This caution, although justifiable, directly impacts the conversion rates of companies, that lose potential sales
To reverse this scenario, Tseng reinforces 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 differentiator to reduce consumer resistance". Offer varied and widely known methods, like Pix, bank slips and digital wallets, besides credit cards, can increase the customer's sense of control
Marlon highlights that this flexibility not only meets individual preferences, but also demonstrates that the company is aligned with the needs and expectations of its audience. Furthermore, the implementation of encryption certificates, how SSLSecure Sockets Layer), the display of trust seals recognized by the market and the simplification of information about privacy policies can build a trust relationship with the consumer
Investing in transparency and ensuring a secure digital experience for its 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, concluded the CEO
