Despite success of Alibaba, Chinese online shoppers among most paranoid when it comes to e-commerce security - and for good reason

Online shoppers in China are more concerned about safety than their peers in most other countries, despite their booming native e-commerce market that now boasts over 430 million customers, a report said this week.

About one in four online shoppers worldwide prioritise security when choosing an online vendor, according to digital payments firm WorldPay.

"Transparency around security is particularly important in China, where 70 per cent of shoppers said they feel more secure shopping when payment authentication and certificate logos are clearly displayed," the report said.

Chinese consumers were also among the most suspicious of vendors and payment providers. Some 65 per cent said they expected reassurance that their details will be kept safe by the retailer, and a clear explanation of how this will be done.

According to the official Ministry of Industry and Information Technology, around 55 per cent of Chinese internet users have been victims of online fraud, with young people and elderly users being frequent targets.