Fears of being scammed are leading to a significant drop in online shopping among UK consumers, according to a recent study by the Institute of Customer Service. The research found that nearly one in three (31%) of consumers have abandoned at least one online purchase due to concerns that the website was not legitimate. This highlights a growing concern about online security and the difficulty of distinguishing real companies from scammers. The study also revealed that almost a third (30%) of UK consumers believe companies should compensate individuals who have been scammed by third parties pretending to represent the firm. Over half (58%) of respondents said they had been contacted by a scammer impersonating a real company in the past year. Fake text messages were the most common form of scam, with 53% of those contacted experiencing this, followed by phone calls from fraudsters pretending to be from a company they use (49%). Many consumers feel that scams have become more difficult to detect in recent months. A third (32%) of participants said they believe scams are now harder to spot, while 84% said they feel safer using brands they trust. Two-factor authentication and security questions were cited as the measures that gave shoppers the most confidence when dealing with companies. Institute of Customer Service CEO Jo Causon noted that the increasing sophistication of scammers is creating real challenges for both consumers and businesses. She emphasized that scams and the fear of them are now so common that they are affecting consumer behavior and business operations. If left unaddressed, these concerns could erode trust in organizations and reduce customers’ willingness to make purchases or share personal information, which could hinder the growth of UK businesses. The survey also highlighted a complex balance between security and convenience. While 35% of consumers would be willing to sacrifice ease of use for better security, 32% would prefer a smoother experience even if it meant slightly less security. A further 32% wanted neither compromise, expecting companies to be both secure and easy to use. Causon urged businesses to prioritize protection without sacrificing speed, making security measures as simple as possible and clearly communicating with customers. She also encouraged consumers to take basic steps to protect themselves, such as avoiding password reuse, using two-factor authentication, and verifying company contact numbers before calling back.