E-commerce is a booming business globally with the global digital customer base showing a steady increase over the past 10 years. E-commerce is now a key market strategy for Australian business looking to access export markets and online shoppers. In 2015 China had an estimated 468 million digital shoppers. However e-commerce platforms are open to abuse with numerous scams being reported resulting in high levels of mistrust from the consumer. According to China Daily, regulators inspected over 29,000 e-commerce websites and deleted over 7.14 million illegally-listed items in 2012 alone.
The e-commerce research stream investigates the elements of trust for the consumer, what are the product attributes and ecommerce elements that will enhance consumer trust. More information on the project can be accessed here