Content area
Full text
Jan Muysken explains how the accounting profession plans to establish a system to provide consumers with certainty on the integrity of sites on the Internet
Although the Internet is well on its way to providing a wide range of shopping and business transactions which used to require paper documentation and personal interaction, consumer confidence is still one of the major stumbling blocks to electronic commerce achieving its multimillion dollar potential. Research shows consumers are very concerned about the privacy and protection of their personal information, including credit card numbers when shopping on-line.
This is why the Australian accounting profession is launching WebTrustT- a unique assurance system for on-line customers which guarantees that businesses carrying the seal adhere to standard business practices and controls.
With WebTrust, all consumers need to do to check on an Internet business entity is click on the seal and it will access a report issued by the accountant.
Barriers
Many likely Internet users, despite their desire for the ease, convenience and limitless variety of on-line shopping, are being held back by a number of understandable reservations, including: How do I know this company is reputable?
How do I make sure no one else gets their hands on my credit card details?
Will they protect my privacy?
What assurances do I have that they will fill my order accurately and in a timely manner?
The accounting profession has developed WebTrust with the aim of breaking down these barriers to electronic commerce by building trust and confidence between businesses and consumers.