As e-commerce grows, so does competition, and customer experience is the new way to win big over competitors. Consumers are firmly in control, which means merchants’ main mission is to erase friction and maximize convenience.
Many merchants’ response has been to devote their efforts to perfecting the customer experience, both online and in-store. The business objective is to make it easier for customers to buy, and to increase the likelihood for repeat sales, winning the battle for consumer loyalty. But, is an effortless buying experience truly the holy grail of digital shopping? Or should other factors such as security and fraud prevention take precedence?
Cybercriminals have been a threat to the e-commerce landscape since the start of internet shopping. But, in the intervening years since the first online shoppers took to the web, customer awareness and education about security and fraud has also increased.