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Trust is the key to e-Commerce

Amazon and Pyments report reveals what drives consumers.

By Alexander Sword

Trust, rather than price or choice, is the determining factor for where consumers make online payments.

Research from Amazon and Pyments.com found that 23 percent of shoppers claimed trust was the most important reason determining where to make an online purchase.

Tailored promotions or rewards followed with 16 percent, while 14 percent were driven by good experiences in the past. 13 percent cited items being available in an acceptable timeframe.

Factors such as shipping considerations, availability of preferred payment methods and ease of use followed with 11 percent, 8 percent and 6 percent respectively.

"The No. 1 determining factor on whether a consumer chose to make a purchase online was trust, not selection or price, but trust. Trust is paramount to digital shoppers and it’s evident at every stage of the shopping journey," said Patrick Gauthier, VP of Amazon Payments.

The research also reveals that online shopping continues to be dominated by the internet giants; 63 percent would start from Google when looking for information and 45 percent will start from Amazon.

Amazon was also revealed to be the most trusted website for payments, with 50 percent trusting it most for online payments and 44 percent trusting it most for mobile payments.

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Apple came second with 25 percent for online and 22 percent for mobile, followed by Google with 19 and 17 percent respectively.

"Quocirca has done research into trust in social identities," comments Bob Tarzey, Analyst and Director at Quocirca. "Amazon would be quite highly trusted. The reason is that it’s established a high level of trust amongst users for financial transactions."

Gauthier added: "This is a really profound and important finding. … There’s no such thing as a relationship without trust.

"The fact that there is no significant difference to how people responded on mobile and online tells us that we have to focus more on the journey and focus on the intrinsic characters that will generate trust and a relationship with the consumer through the shopping journey itself," he said.

The research surveyed over 2000 online and mobile shoppers in July 2015.

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