Just one click?

Trusting online retail can file like an invitation for trouble: visual cues can help instill confidence in the organisation.


The demand for online shopping has surged in the past decade across all global markets. In particular, internet-only ‘e-tailers’ are expected to continue generating record sales in the coming year. The growing demand for online shopping has led to opportunities for both online start-ups and small entrepreneurs to adopt an online-only approach to starting businesses. Although there are many advantages to not having a physical store, the internet has become a daunting competitive environment. One major hurdle that many first-time e-tailers face in gaining customers is earning their trust.

May O. Lwin

May O. Lwin is associate dean of the College of Humanities, Arts and Social Sciences and an associate professor with the Division of Public and Promotional Communication, Wee Kim Wee School of Communication and Information in Nanyang Technological University.

Andrew Z. H. Yee

Andrew Z. H. Yee is a doctoral candidate and a recipient of the Nanyang President Graduate Scholarship at the Wee Kim Wee School of Communication and Information, Nanyang Technological University.