SOURCE: ScanAlert

August 14, 2007 07:15 ET

Yahoo! Shopping First to Include Security Information in Comparison Shopping

HACKER SAFE Joins Price and Merchant Ratings as Key Shopping Criteria

NAPA, CA--(Marketwire - August 14, 2007) - ScanAlert's HACKER SAFE® trustmark is now displayed in Yahoo! Shopping's comparison shopping listings, uniting two of the Internet's most trusted commerce brands. For the first time since the advent of comparison shopping engines, consumers can evaluate merchants on more than just pricing and merchant ratings.

Under ScanAlert's agreement with Yahoo!, listings of retailers currently certified to the HACKER SAFE security standard include a HACKER SAFE seal, making it easy for shoppers to select secure and trustworthy websites.

"Combining enhanced security information with price, user ratings, and merchant reviews helps online shoppers make more informed and trusted buying decisions," said Joe Lazarus, Director of Marketing for Yahoo! Shopping. "With the HACKER SAFE trustmark included in Yahoo! Shopping listings, consumers can easily identify retailers that have taken additional steps to safeguard customer data."

"As data security continues to be a major factor in choosing where to buy online, shoppers can now directly compare retailers based on their security and trustworthiness," added ScanAlert CEO Ken Leonard.

Trust Trumps Price for Shoppers

Industry research, including ScanAlert's own groundbreaking Digital Window Shopping Report (, illustrates how security is one of three key criteria that consumers evaluate before purchasing. In addition to pricing and product availability, safety/security concerns strongly influence many online decisions -- whether it is using a shopping engine to find products, or going directly to a retailer's site. For millions of shoppers, trust trumps price and is the most important factor in their buying decision.

"The areas that get the clicks most often are not the cheapest. They're the ones that have the best balance of value and trust," reiterated's General Manager Josh Silverman in a recent interview about the importance of providing trust information to online shoppers.(1)

Standing Out Among Low Prices

Retailers that can prove their security credentials and trustworthiness stand out from their competition without relying solely on prices. For many shoppers, confidence that a website is trustworthy, and takes steps to protect credit card information, is often the difference between clicking the buy button, or continuing their search. The net result of providing this confidence is increased sales for retailers and greater satisfaction and peace of mind for their customers.

"Our testing in the past two years has consistently shown that visitors react very positively to the HACKER SAFE trustmark on our site," said Jay Greenberg, Ecommerce Marketing Manager, Franklin Electronic Publishers. "Now that we're able to promote our certified security to consumers as they use shopping engines to find products, we're looking forward to standing out more in the crowd, generating more shopping clicks, and delivering an even higher boost to our bottom line."

Expanding the Blanket of Shopping Trust

Following the successful Yahoo! deployment, ScanAlert will announce similar agreements in the third quarter with other comparison shopping engines.


HACKER SAFE is the world's most recognized assurance of Internet security. Using its patent pending technology, ScanAlert conducts daily security audits to certify clients to the HACKER SAFE standard. Websites meeting the standard can then promote their certified security to site visitors by placing the HACKER SAFE certification trustmark on their sites. The appearance of the seal is independently controlled by ScanAlert. So long as the standard is met on a daily basis, ScanAlert continues to serve the date-stamped security seal from its network to the merchant's website and participating search engines.

About ScanAlert

ScanAlert secures organizations of all sizes against threats to their network infrastructure and then certifies them to the HACKER SAFE standard -- the world's Internet security benchmark. Offered as a Software as a Service (SaaS) solution, HACKER SAFE technology protects more than 250,000 websites in over 70 countries worldwide. Well known sites displaying the trustmark include ESPN, The American Red Cross, Toshiba, Sony Music Store and Warner Brothers, along with the majority of the 500 largest online retailers in the USA. ScanAlert also operates HACKER SAFE Labs, the security industry's only research group focused on ecommerce application security. More information is available at

NOTE: HACKER SAFE certification is provided directly by ScanAlert, not through Yahoo! Shopping, nor does Yahoo! Inc. endorse any claims made herein. Use of the HACKER SAFE seal does not guarantee placement in comparison shopping listings. HACKER SAFE® is a registered trademark of ScanAlert, Inc., Yahoo! Shopping® and Yahoo!® are registered trademarks of Yahoo! Inc.,® and eBay® are registered trademarks of eBay Inc.

(1) Buyer’s Guide 2008. Internet Retailer.

Contact Information

  • ScanAlert Contact:
    Nigel Ravenhill
    Dir of Marketing Communications
    Tel: 877-302-9965 X1111
    Email: pr at