Visa Survey: Hong Kong Online Shoppers Concern Product Quality Over Security

Quality tops security as main barrier of online shopping for Hong Kong consumers
2015-11-17 14:55 3793

HONG KONG, Nov. 17, 2015 /PRNewswire/ -- With online shopping becoming mainstream, 64 percent of Hong Kong consumers cite quality of products and services as their top concern when it comes to making purchases online, according to Visa's 2015 eCommerce Consumer Monitor Survey[1] ("Survey").  Cost referring to high shipping costs or hidden charges/taxes (59 percent) and payment security (53 percent) are their next two barriers to electronic commerce (eCommerce).

The Survey found that nearly half (47 percent) of all shoppers in Hong Kong begin shopping online in one of four categories including bill payments, movies, travel and fashion. Most online buyers purchase in multiple categories - 42 percent buy online in more than five categories and consumers buy online in 5.2 categories on average a year.

Consumers always make a number of 'investigative steps' before buying however Hongkongers said that their most recent online purchase was bought on impulse, particular in fashion and food delivery (for 36% of online purchasers), which is the highest compared to all other markets examined in the Survey. 

There has been shift towards using mobile devices for eCommerce since 2014. Desktop/laptops are the preferred device for both browsing and online purchasing (62 percent), but nearly one-third of consumers prefer to use a smartphone for online purchasing - 30 percent say that a smartphone is their preferred device for online purchases, and 8 percent of online shoppers prefer to use a tablet.

Caroline Ada, Country Manager of Visa Hong Kong and Macau, said: "As familiarity of eCommerce develops and online shoppers are being more mature, we are seeing payment security concerns diminish, especially as payment security innovation and protections continue to evolve to meet consumer needs. Visa is committed to delivering eCommerce and digital payment solutions to consumers that provide convenience without compromising on security. Tokenisation, for example, is an enhanced security feature for digital payments that helps protect against the thefts of card details during online transactions."

Visa has integrated token technology into Visa Checkout, an online check out service used by merchants and consumers globally to make safe, easy payments in just a few clicks. Visa is working with merchants to apply token technology to "cards-on-file." These are customer card account numbers that merchants store in their systems to facilitate repeat payments such as monthly subscriptions or billing services.

Tokenisation, replaces sensitive account information, such as the 16-digital account number, with a unique digital identifier called a "token" that can be used for payment without exposing the actual account details that could potentially be compromised. Tokenisation hides consumers' confidential account information during digital transactions, making digital payments more secure for everyone, everywhere.

To learn more about Tokenisation, download the Visa Tokenisation White Paper published on its website -


The Visa eCommerce Consumer Monitor 2015 was an online survey designed and conducted from May to June 2015 by ORC International on behalf of Visa in an effort to measure consumer eCommerce behavior. The poll interviewed 733 internet users in Hong Kong who access the internet at least once a week and are aged 18 to 55. All figures in this survey are based on amounts as reported by respondents. Respondents were classified as 'Offline Shoppers', 'Emerging', 'Evolving' or 'Mature' depending on the number of categories in which they shopped, the share of shopping conducted online vs. in store and the frequency of the online purchasing.

About Visa

Visa Inc. (NYSE: V) is a global payments technology company that connects consumers, businesses, financial institutions, and governments in more than 200 countries and territories to fast, secure and reliable electronic payments. We operate one of the world's most advanced processing networks -VisaNet - that is capable of handling more than 56,000 transaction messages a second, with fraud protection for consumers and assured payment for merchants. Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers. Visa's innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, pay ahead of time with prepaid or pay later with credit products. For more information, visit, and @VisaNews.

Media contact:
Kaman Ho
Corporate Communications
Tel: +852-2842-2321 / +852-9212-2045

Source: Visa Hong Kong Limited
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