When digital commerce emerged in the late 90s, there was resistance from customers to buy online and give out private details like addresses and credit card information. As the internet itself was a relatively new phenomenon, trust was a significant issue then. Only a handful of players, like Amazon and eBay, attempted to sell digitally.
Security was a paramount concern, with most customers preferring the tangible experience of shopping from a physical store rather than online.
Now, in 2024, e-commerce is a $5.8 trillion industry, with over 2.7 billion people making online purchases from all corners of the world.
This transformation in the past two decades is due to the trust-building ecosystem that technology has enabled. What seemed like a risky experiment is now indispensable to how most people live, work, and consume.
Challenges of Global E-Commerce
According to Forrester, digital payments have surpassed traditional methods of payment in the U.S., with over 69 percent of adults using it in the past three months, as of 2023.
Now that shopping, bill payments, and peer-to-peer transfers are staples of digital life, the convenience they offer can present some challenges.
One of the primary challenges is online fraud. According to a 2022 survey, global e-commerce fraud reached $41 billion, and the number is projected to increase.
First-party fraud, where customers dispute legitimate charges and ask for a refund, is a growing concern. According to a recent report by FIS, 70 percent of merchants cite first-party fraud as a top challenge because it undermines the trust between businesses and customers.
To address this, businesses are turning to advanced technologies, which combat fraud and create an environment of transparency and accountability.
How Technology Builds Trust and Prevents Fraud
Modern technology offers businesses the tools to address vulnerabilities and reassure customers. Here is how:
Fraud Detection and Prevention
Advanced AI and machine learning can identify unusual patterns in real time, helping businesses stop fraudulent transactions.
For example, algorithms can flag suspicious online behavior, like rapid purchases from multiple locations.
Chargeback Prevention Tools
Chargebacks, where the customer claims a refund, are a significant challenge in digital transactions. Just like first-party fraud, this dispute is due to accidental claims for a refund or due to criminal activity. Chargeback prevention services help counter this.
Data Encryption and Blockchain
Robust encryption technologies protect customer data during transactions. By safeguarding payment details, businesses reassure customers that their information won’t fall into the wrong hands.
This trust has led to the historic rise of newer technology-enabled financial solutions like Bitcoin, which uses the Blockchain protocol.
Collaborative Fraud Networks
According to a 2023 survey by the World Economic Forum, 91 percent of business owners and cyber experts believe that major cyber attacks will occur in the next two years.
This alarming statistic drives home the importance of collaborative defense strategies, like sharing fraud insights across industries. With the help of pattern detection, repeat attacks on a different platform can be avoided.
This also helps recognize certain repeat offenders and create a blacklist so that any further claims can be automatically rejected.
These tools prevent unnecessary costs and resolve misunderstandings between businesses, retail outlets, and customers.
Building Transparency Through Technology
Transparency helps in customer trust, online or offline. When customers understand how their payments are processed and how disputes are handled, they are more likely to trust the system.
Here are some ways technology enhances transparency:
- Detailed transaction history: Providing customers with easily accessible records of their purchases and payments is an excellent way to increase transparency.
- Authenticating with secure protocols: Two-factor authentications and biometric/OTP verification add extra layers of security, providing a sense of reassurance to customers.
- Simplified communication: Real-time notifications inform customers of potential issues, like duplicate charges.
Steps Businesses Can Take To Build Trust
Creating trust isn’t just about investing in the latest technology. Businesses have to use technology practically and strategically. Ethoca recommends using tools that quickly let a merchant determine if the customer’s dispute is valid or not.
Customer education is another way to minimize chargebacks and first-party fraud. An informed customer will be more confident and is more likely to be transparent about their purchases. It is also beneficial to work with banks and payment providers to share insights and strengthen the security systems.
Trust in the Digital World
Digital transactions are now more complex than ever, and just like in the early days, trust remains at the heart of a successful transaction. Businesses that embrace advanced technologies will have a competitive edge and be able to deliver secure experiences.
They will also be able to protect their bottom line and earn customer loyalty.