[Sydney, AUSTRALIA] American Express has launched a guarantee ensuring its Australian
customers will not be held responsible for any unauthorized transactions
made on their cards during online shopping processes.
Amex said security concerns have prevented many consumers from moving
online to purchase goods and services, and that 34 percent of Amex card
holders in Australia would not purchase online because of perceived
security concerns.
The new guarantee explicitly extends the fraud protection that Amex
cardholders are offered in the real world to the virtual world,
according to Australian country manager Barry Arnold, who believes the
protection to be the first of its kind in Australia.
“American Express is committee to giving its cardmembers confidence
in the online world. This is as true in the virtual world as it is in
the real world,” he said.
e-tailers have welcomed the decision, expecting increased traffic and
purchasing volumes with the assurance of protection.
“As shoppers grow more comfortable with the idea of purchasing
online, it is initiatives like this that will ultimately contribute
towards changing consumer behavior,” said dstore chief executive David Gold.
“Concerns about security have prevented many people from purchasing
online,” agreed Wineplanet marketing manager Jacqui Brian. “This
initiative from Amex should go a long way towards making people feel
more confident about shopping online.”
