51 per cent of British consumers plan to shop in-store less often in the future, according to research from Worldline.

The study, which surveyed 2,000 UK shoppers between the age of 18-65 who shop online at least twice a month, also found that only 3.5 per cent of respondents have a strong preference for in-store shopping.

The report suggests that consumers are aware of the risks associated with e-commerce, with almost two thirds – 62 per cent – describing themselves as data-conscious.

Over half (54%) of the respondents feel safer when merchants use two-factor authentication when completing a payment.

“This has been a prosperous time in e-commerce, but it isn’t a growing tide that will raise all ships – consumers have more choice and are savvier than ever thanks to their exposure to today’s technology,” said Habib Ansari, head of UK, MS regional business, Worldline. “Merchants need to know what their potential customers are looking for, and this survey aims to start that conversation with actionable insights.”

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