Secure Checkout Most Important in Attracting New Customers

A newly released consumer survey from Harris Interactive, a research firm, and Volusion, a hosted shopping cart company, suggests that payment security is—not surprisingly—a top issue for online shoppers.

The survey asked more than 2,400 online shoppers aged 18 or older what factors influenced them to buy from a particular online store initially. In response, 93 percent thought that a secure checkout process was important or very important.

The survey also found that a variety of quality products and easy to use navigation and features are also important.