Yahoo adds trust mark to shopping listings

Yahoo Shopping has expanded its comparison-shopping listings criteria beyond pricing and merchant ratings. Through an agreement with ScanAlert, retailers currently certified to the Hacker Safe security standard will have the security company's branded seal displayed on Yahoo.

"With safety and security issues affecting the buying decisions of 50 percent to 70 percent of all online shoppers, retailers win because they can merchandize their certified security credentials, rather than chiefly relying on low prices to stand out," said Nigel Ravenhill, director of marketing communications at ScanAlert Inc.

"Consumers win because the combination of security information with price, user ratings, and merchant reviews helps them make more informed and trusted buying decisions," he continued. "Comparison engines win, too, because they gain a new revenue stream and more shopping clicks."

Industry research suggests security is one of three key criteria that consumers evaluate before purchasing. In addition to pricing and product availability, safety and security concerns strongly influence many online decisions û whether it is using a shopping engine to find products or going directly to a retailer's site.

"This is the first of three deals in which the Hacker Safe seal will be integrated into CSE product/service listings," Ravenhill said.

He said that the other agreements would be announced later this month.