58% of Aussies Only Shop with Trusted Brands, New Report Finds

With online fraud and scams surging, new research reveals that Australians are becoming increasingly cautious when shopping online, with 58% only purchasing from brands they already trust and 41% checking reviews before committing to a buy. However, alarmingly, 5% of Aussies admit to taking no security precautions at all.

The findings come from the 2025 Ecommerce Payments Experience Report, released this week by Power Retail in partnership with Payments Consulting Network (PCN), supported by Stripe and Zip. PCN provide extensive expertise across all payment industry products and channels. The study, based on a survey of over 1,000 Australian consumers, revealed critical insights into how secure payment is the most urgent issue amongst shoppers and how they are protecting themselves and their money – but also where they’re still leaving themselves vulnerable.

Grant Arnott, CEO and Founder of Power Retail said “Even though online shopping is now in its 30s, trust issues are still impacting conversion rates. This is even though only 7% of consumers reported experiencing a fraudulent transaction in the past 12 months, and more than half said they found no issues with any security, scam calls or fake emails and the like. Clearly, online stores must work harder than their offline counterparts at building trust and confidence.”

The new report identifies the top five ways Australians are safeguarding themselves when shopping online and how e-commerce retailers can adapt to increase trust amongst shoppers. Some key insights include:

1. Using Secure Payment Options – 68% feel more confident shopping with retailers that offer trusted payment providers like Zip, PayPal or Afterpay.

2. Sticking to Trusted Brands – 58% of consumers only shop with familiar and reputable retailers, reducing their exposure to fraud.

3. Avoiding Saving Payment Details – 44% choose not to store card information on websites to minimise the risk of data breaches.

5. Checking Reviews Before Buying – 41% rely on customer reviews to assess a retailer’s credibility before making a purchase.
6. Enabling Two-Factor Authentication (2FA) – 32% of consumers use 2FA to add an extra layer of security to their accounts and transactions.

Nitin Kashid, ANZ Chief Commercial Officer at Zip shared “Offering secure payments methods such as Zip is not only appealing to customers; it’s also helping take the pressure off businesses as we take the credit and fraud risk. So once a transaction is approved a business is guaranteed the payment – which allows them to focus on growing their business.”

According to the report, Australia’s top five most trusted retailers and marketplaces include:

●        Amazon – 42%

●        eBay – 31%

●        Bunnings – 28%

●        Kmart – 27%

●        Woolworths & Coles – both voted 26%

While high shipping costs remain the leading reason for abandoned online shopping carts, trust-related concerns are also significant. 12% of Australians shared they have abandoned a purchase due to a lack of confidence in a retailer’s website, and another 11% cite security concerns with payment processes and options.

Mangala Martinus, Managing Director of Payments Consulting Network said, “In today’s competitive e-commerce landscape, consumers have a wide range of retailers and marketplaces to choose from. So, it is crucial for retailers to understand consumer purchasing behaviour and decision-making criteria and adapt accordingly to succeed.”

The report revealed a shift in younger generations’ shopping habits and savviness when protecting themselves, with many turning to flexible payment options like Zip for purchases such as fashion, electronics, home improvements and holidays.

Karl Durrance, Managing Director of Stripe AUNZ highlights that “today’s shoppers demand speed, ease, and trust in every transaction” in the report which has become the criteria for a successful online business.

Arnott shared, “Millennials are the dominant demographic for the relatively new genre of Flexible Payment Options, while there is notably lower penetration for those aged 45 and over. Younger consumers have embraced this alternative to traditional payment methods, and for retail brands marketing to this demographic, Flexible Payment Options are a must-have option to build trust.”

Martinus added, “The circa 50% usage of Flexible Payment Options by the 18–44 year-old age group means the availability of these payment methods becomes vital in industries targeting this demographic”.

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