Perceived risks in omnichannel shopping: Consumer insights from South Africa

This study examined perceived risks in South African omnichannel shopping, focusing on financial, time-loss, transaction, and logistics risks. It addressed consumer uncertainties and the impact on trust and adoption while identifying key risk dimensions. A descriptive research design was employed, utilising a structured questionnaire to gather data from 428 respondents recruited through a marketing research company’s consumer panel. The quantitative approach provided a detailed analysis of perceived risks. The findings revealed that consumers perceive financial aspects, such as refunds and price accuracy, as secure and reliable. Online shopping is considered time-efficient, particularly in information searches and order processing. However, concerns persist regarding the timeliness of returns and the security of personal credentials. Logistics risks, including delivery accuracy and product condition, were received positively, although delivery timeliness remains challenging. Retailers' processes and financial security measures improve post-purchase processes and educate consumers on digital security practices. Strengthening logistics operations, optimising mobile platforms, and implementing strategies tailored to the South African context are essential. Emphasising trust-building through transparency and reliability is critical to addressing consumer concerns. This study contributes to understanding perceived risks in omnichannel shopping within an emerging market context. Highlighting consumer concerns and providing actionable recommendations offers valuable insights for retailers to improve trust and foster greater adoption of omnichannel platforms.