78% of UK consumers are concerned about their personal and financial details being compromised when shopping online. Trust in online shopping has never been more fragile and never more important.
With high-profile attacks against the likes of M&S, Co-op and Harrods still fresh in consumer minds, our latest research finds that over three quarters of consumers are concerned about their personal and financial details being compromised because of online retail transactions. And it’s no surprise. Less than two thirds admit they trust online retailers to protect them, a clear sign that cybersecurity is no longer just an IT issue, but a matter of brand trust and commercial resilience.
consider data protection and cybersecurity when deciding where to shop
trust online retailers to protect their data
of 16-24 year olds say they’d pay more for secure shopping
of shoppers say it would take them 5+ months to rebuild trust after a data breach
At a time when consumer confidence is already fragile, this knowledge gap has serious repercussions for retailers to consider. Over two thirds of consumers now say strong cybersecurity measures or clear privacy policies would make them more likely to shop with a brand. But once that trust is lost, it’s a long road back, with nearly half admitting it would take them more than five months to shop with a brand again after a breach.
80%
Have stopped shopping with a brand after a cyber attack.
2%
Would return within a month of a breach — trust takes time to rebuild.
5+ months
Nearly half say it takes this long to shop again after a breach.
13%
Say they would never return to a brand after a cybersecurity incident.
2 in 3
Shoppers are more likely to buy from brands with strong cybersecurity and clear privacy policies.
31%
Leave due to fear of fraud.
26%
Leave due to loss of trust.
47%
Expect compensation before returning.
1 in 3
Would accept a public apology as enough.
Cybersecurity is no longer just an IT issue, it’s a brand trust issue. Retailers who ignore this risk customer loyalty, revenue and reputation. But there’s also an opportunity:
Consumers told us what really matters:
“At Boohoo Group, securing our digital operations across a fast-paced, high-growth retail environment is a top priority. As a business that operates entirely online, our digital footprint is not just core to how we trade — it is the business. This makes us a high-value target for cybercriminals, with constant pressure to defend against threats that could disrupt operations, compromise customer data, or damage brand trust.
Partnering with ESET and deploying their PROTECT Complete offering has been a pivotal step in strengthening our cybersecurity posture.
From the outset, ESET demonstrated exceptional pre-sales support, offering hands-on assistance during proof-of-concept testing to ensure the solution met our complex requirements. They showed outstanding agility in pricing and worked closely with us to tailor the offering around our unique needs as a leading online fashion retailer.
ESET's PROTECT Complete suite not only consolidated multiple security tools into a single, efficient bundle — including Microsoft 365 security, patch management, and next-gen antivirus — but also delivered significant value by reducing both operational overhead and costs.
The team also showed foresight in proposing a staggered approach to Managed Detection and Response (MDR), allowing us to prepare for the transition while honouring existing contracts. This level of flexibility was critical as we navigated major internal structural changes across our group.
Deployment was handled seamlessly, even in our complex enterprise environments, with ESET respecting our stringent change control policies every step of the way. Post-sales support has remained exemplary, with rapid, knowledgeable responses and a proactive stance to evolving threats.
At a time when the retail sector has faced a wave of high-profile cyber incidents — targeting large, complex organisations much like ours — ESET has helped Boohoo remain secure and resilient. Their support has been not just technical, but strategic, delivering assurance and stability through a challenging period."
Boohoo Group Security Team/ Nathan Parkinson Group SecOps manager
"Ann Summers has trusted ESET as our cybersecurity partner for over a decade — a relationship built on consistent performance, trusted support, and a deep understanding of the challenges we face as a retail business.
For many years, ESET’s antivirus technology formed the foundation of our threat protection. As our needs evolved, we moved to ESET PROTECT Enterprise, gaining critical Endpoint Detection and Response (EDR) capabilities to stay ahead of increasingly sophisticated threats. Most recently, we’ve taken our security posture even further by upgrading to ESET PROTECT Elite, enabling us to leverage powerful tools like patch management and Microsoft 365 security — all within a consolidated, streamlined solution.
As a retailer operating in a highly cost-conscious environment, with a lean IT team supporting a wide and demanding business, we needed a solution that could scale with us without adding operational burden.
ESET’s Managed Detection and Response (MDR) service has been a key enabler, delivering advanced monitoring and incident response while freeing our team to focus on core priorities. Through a period marked by rising cyberattacks across the retail sector, ESET has continued to keep our systems secure and our operations resilient.
Despite numerous approaches from larger, high-profile vendors, we’ve remained with ESET — not just because of the strength of their technology, but because of their deep customer focus, transparent communication, and proven results. ESET provides more than just protection — they offer partnership, expertise, and peace of mind. We value them as a critical extension of our IT and security function."
Ann Summers IT & Security Team
“Strong security isn’t just a business expense, it’s a differentiator”, said Matt Knell, UK Country Manager at ESET.
“Brands that invest in cybersecurity and clearly communicate those efforts can boost conversion, retention and even margin. Today’s shopper is increasingly security-savvy and retailers who ignore that do so at their peril. But for those who embrace transparency and security innovation, there’s a clear competitive edge to be gained.”