According to the Gen Digital report, in the fourth quarter of 2024 as much as 86 percent All cyber attacks were social engineering – not fully understood by half of the respondents in the study “(not) conscious consumer”. Sociotechnics in e-commerce is a way of manipulation urging users to make a decision or performing actions, which in turn lead to fraud. This is not an attack on a computer system, but a human psyche. He is based on building apparent trust and evoking emotions (e.g. sympathy for the alleged seller who is forced to close his family business-unless E-Zakupowicz helps him save him at the last moment).
What most often lures the online cheater-salesman? 35 percent respondents admit that their professional appearance of the website prompted them to unfairly. Only 10 percent At the same time, he declares that he attaches a lot of attention to the e-store design-he confirms that we often identify aesthetics with credibility. The trap is also “too good offers to be real”. Almost every third consumer was also tempted by an extremely low price and attractive photos (30 percent). When the product looks good and at the same time costs little – we make decisions faster, often forgetting about caution – according to the report.
On the other hand, one of the factors to which we devote the most attention before buying, are opinions – both those regarding the store itself and a specific product (53 percent each). Consumers are increasingly rely on the experience of other users, considering them a reliable complement to the description presented by sellers. For them, this is a form of a seal that protects them against unsuccessful purchase. A factor that attracts the attention of 45 percent respondents, there is also time and form of delivery. “The speed of order processing often determines a purchasing decision, but at the same time it can be a clue that warns against a dishonest transaction. Over a month of waiting for a parcel or return to a city with such a strange name that it requires research from us? Are signals that are not worth ignorant,” we read in Amazon's study.
“The image of a modern consumer who shapes our research shows that he is increasingly looking for places combining the attractiveness, speed and safety of shopping in one virtual space. This should be the main principle of modern e-commerce-to offer not only convenience, but also trust. Therefore, the fact is that the number of customers choosing shopping in proven websites, such as Amazon, is growing. They feel comfortable because they may be sure of the authenticity of the products of interest to them “-comments Katarzyna Ciechanowska-Ciosk, Country Leader Amazon.pl.
The platform reports that in 2024 it helped detect, take over and utilize 15 million fakes. “Automated systems analyze billions of attempts to change in the content of product pages every day, capturing signals that may indicate potential abuse. Using advanced machine learning algorithms, Marketplace blocks up to 99 percent attempts to sell inactic products. and copyright protected materials ” – we read in the report.
