A quarter of Brits think retailers should be responsible for making online shopping safer, says CyberSource.
Research by the payment management company revealed that only 12 percent of web users think they are responsible when it comes to staying safe online, while 16 percent think the responsibility lies with banks and 12 percent singled out ISPs.
Cybersource also said that 85 percent of online shoppers were taking measures to protect themselves when buying goods online, including checking for signs a payment page is secure.
Furthermore 69 percent of web users said they use the 3D Secure schemes and 29 percent now utilise card readers issued by some banks.
Simon Stokes from Cybersource said: "Consumers say they feel retailers are primarily accountable for making online shopping safer. But consumers themselves have a role in this effort, and they should be encouraged to play it."
Stokes urged web users never divulge personal information on social networking sites, as well as not responding to requests for personal information from banks or government agencies that should already have that information, in a bid to protect themselves even further.
The research highlighted that nearly half of all Brits still do not shop online, with 41 percent highlighting security as the reason they head to the high-street instead, while 36 blame lack of internet access.
Of those that do shop online, 83 percent said it saves time and hassle, although 76 percent said they'd never use a mobile phone to make purchases.
"It will be interesting to see how consumer perceptions evolve as we move out of the early adopter phase and mobile payments become more mainstream. The introduction of new smartphone devices and technologies should also help to drive consumer acceptance," said Stokes.
Cybersource also said that two thirds of online shoppers trust retailers with their personal details and payment information.
"Retailers should clearly inform consumers not only about the anti-fraud methods they employ, but also the efforts they take to secure sensitive payment data," added Stokes.
"This is particularly important as companies look to grow their internet sales channel and tap into the high proportion of consumers that are yet to embrace online shopping."