More than 90% of shoppers do not understand the risks associated with internet shopping, delegates at the conference heard.
A survey of the association's members working in the retailing sector found that more than 60% of retail managers also did not fully understand the risks involved.
Members of Airmic's retailers' special interest group said the biggest risks faced by companies selling on the internet were loss of reputation, falling customer services standards and fraud.
The compensation culture had also become more noticeable in the retail sector over the past year, 70% of survey respondents said.
In addition, more than 90% said the “blame and claim” trend was a medium to major risk to retailers.