The survey published today reveals that key consumer concerns centre on releasing credit card and personal details on-line, lack of opportunity to check goods before paying and the risk of fraudulent suppliers. These fears are compounded by widespread ignorance about legal rights and redress for consumers when things go wrong.
National Consumer Council Director, Anna Bradley, said:
"It is especially worrying that internet users are more – not less – likely to harbour doubts about shopping on-line. For instance, almost four out of ten adults see the need to release credit card details as a major disadvantage of internet shopping. Among internet users, more than half feel the same way. This heightened awareness is evident across the board – from delivery problems and not being able to touch goods to releasing personal information.
"Unless the total on-line shopping environment – sites and payment mechanisms – is made more secure, some consumers will never have the confidence to explore the opportunities."
To overcome the consumer barriers to the expansion of web shopping identified by the research, the National Consumer Council is calling for:
- Secure payment mechanisms which provide a safety net when things go wrong.
- Beefing up existing protection for credit card transactions that go wrong. (The Consumer Credit Act makes the credit card company and the supplier of goods equally responsible for breach of contract. This means that consumers who do not gain satisfaction from the supplier can take the matter up with their credit card company.)
- High standards of customer service from web retailers – from web site quality to order information, final delivery and 'Rolls-Royce' redress systems– that will foster greater consumer confidence.
- A government-backed publicity campaign to promote knowledge and awareness of consumer rights, how to get redress and where to get information and advice.
Ms Bradley added:
"Our research shows that consumers try to minimise the risks by shopping from online channels run by established, well-known brands and retailers. Twenty-eight per cent of Internet users say they would look for a recognised brand name. While 22 per cent would feel safer shopping on the site of a high-street retailer."
The research is based on face to face interviews among almost 2,000 adults across Great Britain.
