ANALYSIS OF CONSUMER SAFETY AND COMFORT IN THE E-COMMERCE SECTOR

Abstract

The significant growth of e-commerce in recent years has been made possible by the active implementation of new technologies such as augmented reality (AR), voice assistants, and enhanced mobile platforms. These innovations have improved the convenience of shopping, making it more accessible to a wide range of users. For instance, in 2023, the share of mobile purchases in e-commerce reached 58%, and forecasts indicate that this growth will continue. However, alongside the development of these technologies, the risks of cyber threats have also increased, posing challenges to data security and user trust in digital platforms. The necessity of this study lies in the comprehensive analysis of the impact of technological progress on the convenience and safety of e-commerce users. Special attention is given to finding a balance between shopping comfort and cybersecurity, as, despite the use of multi-factor authentication and blockchain technologies, the level of cyberattacks increased by 15% in 2023, and this trend is likely to persist. Based on the conducted analysis, it is argued that the development of e-commerce from 2018 to 2023 has been characterized by significant growth in mobile purchases and the implementation of cutting-edge technologies such as augmented reality and voice assistants. This has positively influenced consumer comfort, enhancing the convenience of using mobile platforms, as evidenced by the increase in the share of purchases made via mobile devices to 58% in 2023. It is projected that trends for 2024-2025 will indicate a further increase in the share of mobile purchases to 65% and an expansion in the use of AR technologies and voice assistants, which will enhance convenience and reduce product return rates. At the same time, it has been proven that the rise in cyber threats poses a significant challenge to ensuring consumer safety. Despite the implementation of multi-factor authentication, blockchain technologies, and other security measures, fraud risks remain relevant, particularly due to a 15% increase in cyberattacks in 2023 and a potential further growth of 10% in the coming years. It is justified that companies will need to invest additional resources in the development of cybersecurity systems and improving consumer awareness to ensure reliable data protection and minimize fraud threats. In conclusion, e-commerce will continue to grow; however, to ensure stable development, special attention must be paid to the implementation of new technologies and the enhancement of cybersecurity to guarantee consumer comfort and safety.