One of the factors that weighs most heavily when it comes to closing an buy online are the reviews of users who have already bought the same product on the e-commerce. As consumers are unable to see the product or service with their own eyes, the opinion of others is becoming more important, according to research published by Worldpay from FIS.
"Reviews weigh on any type of online purchase, because the person is not in front of the place they are buying from. They prioritize reviews more than the reputation of the institution itself," said Juan Pablo D'Antiochia, manager of Worldpay from FIS in Latin America.
According to the survey, the credibility of the company is another decisive factor when it comes to making a purchase. Those who don't believe the seller won't create an account or provide credit card details. Anti-fraud payment services are also a concern for consumers.
Authentication at the time of purchase
At the time of purchase, most consumers are willing to authenticate their payment in two steps for security reasons. The global favorite is authentication by digital biometrics (56%), followed by facial recognition (19%) and voice recognition (10%). 15% say they would not use the feature.
When it comes to confirming payment, the preferred method is email, with 90% of the Brazilians interviewed preferring it. SMS, on the other hand, is the least popular in the country and is used as a confirmation option by only 14%.
D'Antiochia attributes Brazilians' preference to the characteristics of each of the tools. "The amount of content you can put in an email is much greater than in an SMS. If you have a problem in the future, for example, it's easier to send an email to prove the situation than a screenshot of an SMS," he told the publication.
Worldpay from FIS conducted a study on digital payment experiences and the preferences of 33,000 consumers from 12 countries about online education.
Article in E-Commerce Brasil
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