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Zendor Study Finds Online Retailers Still Failing to Promote Safe Internet Shopping

Press Release

By: Zendor
21 December 2005

A new survey conducted by Zendor, the Manchester-based fulfilment expert, reveals that less than one fifth of the UK’s top e-retailers promote a retail trust mark for ‘safe Internet shopping’ on their websites. Retail trust marks indicate that the retailer is accredited and monitored by an independent third-party body in the online retail industry and are designed to reassure the consumer that the retailer is following a code of practice. The survey revealed that of the 100 top e-retailers, only 18 actively promote that they are part of a trust scheme, and of these, only seven clearly show the trust mark logo on their homepage.

The study reviewed e-retailers from several sectors, with certain sectors faring better than others. Electricals was the strongest sector for the promotion of trust marks, with 10 out of 16 sites displaying a logo, five of which are on the homepage. Clothing and footwear was the worst performing sector with only two from the 29 retailers reviewed showing a trust mark, neither of which are on the home page.

These findings show that despite online retailing being highly dependent on consumer confidence and reassurance, many retailers are failing to use trust marks, developed by bodies such as the Interactive Media in Retail Group (IMRG), to instil customer confidence. The IMRG uses an Internet Shopping is Safe (ISIS) logo for retailers who have signed up to online practices that are ‘legal, decent, honest and truthful&rsquo. Consumers can shop online with confidence wherever they see the ISIS logo as it certifies that the website is reviewed and monitored by the IMRG to ensure ongoing compliance. Other trust marks found during the survey were Trust UK, Safebuy and Web Trader UK.

Interestingly, of the 72 retailers who do not show a trust mark, it was discovered that 13 are actually ISIS accredited but do not promote this anywhere on their website either in the form of a logo or otherwise. This suggests that some retailers, whilst having taken steps to follow a code of practice, are missing out on a vital opportunity to reassure their customers, and improve their perception - a key factor in the online shopping process.

Angela Schorah, Marketing and Communications Manager at Zendor, comments: “We are surprised at just how many major retailers are still not grasping the importance of promoting safe and trustworthy online shopping. While security and IT solutions have a role to play, there are still many benefits for the online industry as a whole in following a general code of practice that covers such things as integrity and responsibility on the part of the retailer.”

James Roper, CEO at the IMRG, adds: “Zendor’s research is a source of surprise and concern. An ISIS trust scheme logo prominently displayed on a website remains the best indicator that a retailer is taking internet shopping seriously and is committed to providing good service.”