Fraud prevention is more relevant as consumers who suffer from it do not return to e-commerce.
According to a study by ClearSale, e-commerce has increased in 2022 in terms of both the number, frequency and value of transactions. It also notes that buying online has become a habit for many people, with 39% of respondents saying they buy once a month and 45% more often: once or twice a week.
Victor Islas, Director of Customer Operations LATAM from ClearSale, pointed out that the categories with the strongest growth so far this year are: apparel, fashion and accessories; in second place electronics and technology and in third place household items. Categories driven by the uptake of new consumers, as 59% of respondents made their first purchase online in the past few months; 43% made their first purchase in electronics and technology; and 40% made their first purchase in household items.
ClearSale surveyed 5,000 e-commerce consumers from 5 countries: the United States, Canada, Mexico, the United Kingdom, and Australia, and it showed that sales in the above categories benefited from their intrinsic characteristics that favor online sales . “In terms of apparel, fashion and accessories, we see this category is in constant flux, with weekly launches and an almost endless variety… hence we have a very frequent online interaction by the consumer.”
In terms of electronics and technology, Islas pointed out that these are high-quality products, so the consumer is looking for the best price available, which usually benefits e-commerce, which is heavily committed to this category, even if it means that he works with lower margin benefits in this category.
Regarding household items, it was stated that “this category benefits from new trends and fashions that significantly expand the range available. This is how e-commerce benefits from this growing variety, as it can have a greater number of SKUs – a greater variety of items – than physical stores.”
Security measures are taken in fraud prevention
15% of respondents experienced fraud when making an online purchase in the last 12 months, a number that is almost double the percentage of consumers who reported experiencing fraud when making purchases in physical stores during the same period.
- 56% said they always check the ecommerce address they make purchases from to make sure it’s legitimate.
- 45% said they feel safer when buying from an e-commerce site with security measures, even if they have to pay more and/or wait longer for delivery.
“Consumers are increasingly protecting themselves from online fraud and expect the same from e-commerce. The issue of fraud prevention has become more relevant as consumers who suffer from it typically do not return to e-commerce where they suspect they have suffered the scam,” said Víctor Islas.