Young Shoppers Expect Your Business To Keep Them Safe Online

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When you build an online store, website security is a key concern. It impacts both business owners and customers, having a knock on effect on sales, traffic, brand trust, and the user experience.

GoDaddy, one of our top-rated website builders for 2025, released a report this week which revealed that young shoppers aren’t too concerned about their online security, but they expect businesses to have cybersecurity measures in place. So, what can your business do to keep customers safe online?

Young Shoppers More Carefree

GoDaddy surveyed 1,500 consumers in the US, with the report revealing a stark difference between generations when it comes to online security. Younger shoppers (Gen Z and Millennials) are less likely to change their personal information or passwords following a data breach, whereas 72% of Gen X and Boomers would update them.

Surprisingly though, 69% of shoppers across all ages fail to check if a site is secure before shopping, specifically to see if there’s a padlock icon to mark an SSL certificate. So, this carefree attitude towards cybersecurity isn’t exclusive to Gen Z and Millennials.

Most consumers have cybersecurity fatigue. Security issues or data breaches have almost become normal, so many shoppers have become lax in their checks. As a result, they’re happy to place the burden of security solely on businesses.

Security Expectations High for Businesses

Despite their lack of action to reduce these security risks themselves, shoppers expect businesses to keep their data safe on their behalf. In fact, 68% of consumers believe small businesses should have the same level of security as large companies.

Dennis Smith, Director of Security Go-To-Market at GoDaddy, commented on the recent report:

“With younger consumers, you might not get more than one chance to earn their trust. They assume some risk but expect businesses to take responsibility for keeping their data safe. If small businesses don’t invest in a secure, professional online presence and clearly demonstrate to their customers how they’re protecting their data, these younger shoppers will take their business elsewhere.”

As the quote says, shoppers assume risk but trust businesses to handle the security. If brands fail in this regard, there are lasting impacts. The survey shows that Gen Z are the most likely to stop shopping with a brand following a security incident. So, if your business targets younger demographics, like Gen Z and Millennials, it’s important to take the right steps to secure your site.

How Can Your Business Protect Customers Online?

Customers can be quite nonchalant when it comes to online safety, but GoDaddy’s report proves that businesses can’t get lazy either, otherwise they risk losing credibility and sales.

If you’re looking to improve your website security, you can:

  • Purchase an SSL certificate – an SSL certificate provides the padlock icon you see in the address bar, indicating that the site is secure
  • Be transparent about data breaches – 2 in 5 shoppers respect when a business is honest about incidents, so make sure to provide clear communication throughout so customers can see how you’re working to resolve the issue
  • Offer additional protection – you could install anti-malware software or choose a website builder like Shopify which provides built-in fraud checks

Above all else, make sure to build brand trust (with a positive user experience and quick load times) and direct customers to your contact information in case they have security concerns to flag.

Written by:
Headshot of Emma Ryan
Emma is Lead Writer at Website Builder Expert, having first joined the team in 2022. She manages the website's topical content strategy to help website owners navigate the highs and lows of being online. Emma also specializes in following the development of leading website builders Wix, Squarespace, and Shopify, through hands-on testing and research. Her work and expertise have been featured in Startups.co.uk, Digiday, TechRound, Industry Today, and Digital Information World.

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