British shoppers ‘can’t identify safe websites’

The majority of Brits do not know the key indicators of a safe website, despite 92 per cent aware that there are risks to online shopping, a new report suggests.

Research from Expressly has revealed that 70 per cent of UK shoppers are unable to identify a safe website, while more than a quarter (29 per cent) worry about the potential of falling victim to fraud whilst shopping online.

For nearly a third (28 per cent), shopping on sites which have a human element, such as customer reviews, makes the overall experience feel more secure.

Fabrizio Fantini, co-founder of Expressly, said: “One of the most immediate ways to check security at checkout is by looking for the ‘padlock’ symbol and ‘https’ that usually appears in the browser web address bar. This certifies that the link between the user and website is encrypted. It is also a good clue that you’ve found a genuine store rather than an imitation of a famous store that may ‘phish’ for your payment details.

“There are several other indicators to think about. Try calling the store and ask a question. Their answer is a good indicator of their overall service standards. Ensure they offer an agreeable returns and refunds policy.”

The research also shows there to be a lack of education between different age groups. Although shopping via a computer is the most popular option, those of a younger demographic (18-24, 25-34) were 30 per cent more inclined to use smartphones and tablets.

Contrastingly, 56 per cent of the older demographics (55+) favour shopping exclusively via computer or laptop, which could indicate a gap in the level of trust that the different age groups have when deciding which device is safe to use.

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