One-third of UK shoppers skip online buys over scam concerns, study finds
A new Institute of Customer Service survey shows 31% of UK consumers have abandoned an online purchase because they feared the site was fraudulent.
According to a recent Institute of Customer Service study, 31% of UK consumers have halted at least one online transaction due to doubts about a website’s authenticity. More than half (58%) said they were approached by fraudsters pretending to represent a real company, primarily through fake text messages (53%) and deceptive phone calls (49%). Nearly a third of participants believe companies ought to reimburse those scammed by impostors, and 84% feel safer buying from trusted brands.
Security measures such as two-factor authentication and security questions were identified as the most reassuring. Jo Causon, chief executive of the Institute, warned that rising scam sophistication threatens both consumer confidence and business growth, urging firms to balance protection with ease of use.
Why it matters
Scam anxiety is deterring a large share of UK shoppers, potentially harming e-commerce revenue and consumer trust.
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