Being able to shop online without having to register with personal information is proving popular with the British. As many as 56% of online shoppers prefer to checkout as a guest when making a purchase with a new online retailer.

The result comes from the latest report carried out by business software advisory company, Capterra UK. This report, which surveyed 1023 British online shoppers, dives into the eCommerce industry in the UK to investigate how data privacy fears affect consumer behaviour.

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Customers believe guest checkout can help build trust

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Providing the option to check out as a guest could be a make-or-break moment for companies that wish to attract new customers. According to the report, a combined total of 85% of respondents say that it is somewhat (48%) or very important (37%) for companies to offer a guest checkout option in order to gain their trust as new customers.

More than half of online shoppers accept all cookies 

Despite most Brits opting for this anonymous buyer profile, online shoppers are more accepting of companies’ use of cookies. When encountering a website’s cookie authorisation form, more than half of the respondents (53%) accept all the cookies. Only 36% of the respondents said that they decline some, but not all cookies.

Interestingly though, more than half of the surveyed shoppers sometimes clear their browser cookies (53%), and 33% say they clear them often.

Chrome is the preferred browser, but incognito isn’t always used

When comparing the safety and use of web browsers, more than half of the respondents (57%) prefer Google Chrome for shopping online. However, as many as 47% of the respondents say they never use incognito mode for completing their online purchases.

Although not all online consumers make use of Google’s private browsing feature,  30% of all the surveyed respondents say they search for privacy-focussed companies or services online, such as ProtonMail, DuckDuckGo, Mozilla Firefox, and Signal.