Shopping online is more common, but there is no shortage of insecurity

Due to the pandemic, 51% of Lithuanians have changed their payment habits: they shop more online and use a payment card much more often than ever before.

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Both Estonians (25%), Lithuanians (24%) and Latvians (20%) are increasingly choosing to shop online, according to a survey conducted by the payment service provider Ecommpay in the Baltic States.

Non-cash payments are more often chosen by Lithuanians – 25% of all respondents, in Latvia – 20%, in Estonia – 14%.

Asked to assess how Lithuanian shoppers feel when sharing payment card data with online stores or service providers, 33% of respondents say they feel insecure, 18% are very reluctant to share card data and only 16% feel completely secure.

A significant part of the respondents – as many as 26% state that they do not think about the possible risks or do not pay attention to it, according to the research.

“We asked the same questions to respondents in the UK and found that 40% of shoppers feel completely at ease sharing their payment card details, but the majority – 60% avoid doing so, do not feel safe or unaware of the threats. The data of the survey of Lithuanian respondents revealed even greater distrust of buyers – 18% of respondents indicate that this is a big problem for them, ”says Vadimas Guskovas, Business Development Manager of Ecommpay, in a distributed report.

According to the survey, 39% of respondents are concerned about security when making local payments online or abroad, and only 42% shop without worrying about it.

“The high number of people concerned about the security of payments reflects the high level of financial literacy of the population. Recently, there has been an increase in various cases of financial fraud, which affects not only shopping trends but also financial management. The media draws attention to cases of fraud, banks explain how to protect their money – it makes people anxious, ”V. Guskov emphasizes.

Maximum brakes

The most important reasons that would force Lithuanians to refuse or suspend the payment process for purchase – expensive delivery or service fees – say 53% of respondents. The second reason mentioned by 55% of respondents is doubts about the security, reliability or legitimacy of the payment platform.

Research shows that uncomplicated payment procedures are one of the most important things for buyers. 56% of respondents want to leave as little information about themselves as possible to the merchant, 22% of buyers are bothered by too many actions, 23% are disturbed by the look of the billing page, 18% do not want to create a customer profile and 17% are dissatisfied with the payment methods offered by merchants.

“Sellers who want to increase the trust of their e-commerce website are advised to ask the customer to provide only the minimum information necessary to fulfill the order and not to try to sell anything more at the time of payment. Our experience shows that e. the visual appearance of the store is very important to the customer and the brand should be visible at the time of payment. The transition to another, unknown platform is causing anxiety for buyers, and they are beginning to doubt whether it is safe, ”notes V. Guskovas.