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As part of the ongoing SecurePay campaign in Armenia, Visa conducted a nationwide online consumer survey focused on security and online shopping. The findings reveal a growing reliance on digital commerce, accompanied by an increasing demand for consumer education on online payment safety.
Online shopping is now the norm
Online shopping has become a routine activity for most Armenians. A combined 76% of respondents reported shopping online at least several times a month, with nearly 38% doing so several times a week. This marks a significant increase from 2022, when only 35% shopped online that frequently.
Consumers are drawn to e-commerce for several practical reasons. The most frequently cited motivations include time-saving (82%), a wide range of choices (69%), and flexible pricing (59%).
Brand loyalty and platform trust shape consumer behavior
When selecting websites for online shopping, 47% of Armenians prefer platforms they already recognize, while 40% trust only large, well-known brands. By contrast, only 1 out of 10 base their decision on technical indicators such as the HTTPS secure sign.
Traditional payment methods still dominate
While newer technologies like cryptocurrencies are emerging, traditional banking methods remain prevalent. According to the survey, 41% of respondents pay by debit cards, 24% use credit cards, and 22% rely on third-party services such as Google Pay, Apple Pay, or PayPal.
These figures align closely with 2022 data, when 55% preferred to pay with bank cards. Notably, cash-on-delivery has become rare, with only 3% of respondents using it for online purchases.
Vigilance about digital communications is high
Armenians are highly cautious when it comes to digital communication. Nearly 62% of respondents say they never act on unsolicited messages. The types of communications regarded as most suspicious include password reset requests (46%) and reward or coupon offers (36%).
Experience with fraud is limited
Encouragingly, 7 out of 10 respondents say they have never been victims of online scams. Spam, however, is a common experience: 86% of respondents report receiving spam messages either occasionally or frequently.
Demand for security education is strong
Despite their caution, many respondents acknowledge gaps in their awareness. Only 41% consider themselves very knowledgeable about recognizing fraudulent behavior.
As a result, 4 out of 5 expressed an interest in learning more about payment security and scams—an increase from 77% in 2022.
Staying Safe Online: Simple Tips
With more Armenians shopping online, staying alert against fraud is more important than ever. Here are a few essential rules every consumer should follow:
- Keep your banking card safe: Don’t leave it unattended, especially in public spaces.
- Use digital wallets: Adding your card to a digital wallet offers a secure, contactless payment option.
- Memorize your PIN: Never share it! Not even with someone claiming to be a representative of your bank. Legitimate customer support will never ask for it.
- Enable SMS notifications: Stay updated with real-time alerts for every transaction.
- Set card spending limits: Control how much can be spent both in-store and online by setting appropriate limits.
- Never photograph your card: Especially avoid capturing its back, which contains the CVV code.
- Avoid shady sellers: Don’t send your card details to unknown merchants promising to send goods afterward.
- Shop only on secure websites: Make sure the URL starts with https:// and buy only from official merchant platforms.
By staying informed and following these tips, consumers can enjoy the benefits of online shopping while protecting themselves from fraud.
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