According to recent reports, consumer confidence in online shopping sites is on the decline. Only 1/3 of consumers in a recent survey said that they believed online shopping sites could be trusted. This decline in confidence has occurred over the past two years, as the number of online security breaches and scams has risen sharply.

It is important for online retailers to understand these concerns and take steps to address them. Many consumers are nervous about providing their personal information online, yet almost have admit that they have overlooked these concerns to take advantage of large online discounts. According to the latest figures, online sales growth has flagged and hit an 18 month low in July. It is notable that many of those surveyed said they would spend more online if they felt it was safer.