Purpose – This paper investigates risk reduction strategies in online shopping through the perspective of buyer's trust.

Design/methodology/approach – An explanatory research approach is adopted in order to identify cause-and-effect relationships between e-quality and customers' loyalty, satisfaction and trust. This approach is accomplished through field research, which is based on a structured questionnaire that utilizes the E-S-QUAL tool, which is a multiple-item general scale for measuring electronic service quality. The sample is consisted of 92 e-buyers (consumers).

Findings – The field research revealed that three e-quality dimensions, namely ease of use, customization and assurance, e-scape and responsiveness have significant positive effects on e-loyalty and e-satisfaction. Regarding e-trust, only customization and assurance exerts a significant positive effect.

Research limitations/implications – The field research provides in depth understanding of relationships among e-loyalty, e-satisfaction, and e-trust. The majority of the respondents are young people living in Athens, Greece, highly educated with a relative low monthly income.

Originality/value – This study investigates how trust is affecting the consumers' engagement to e-commerce, suggesting the appropriate security that should be taken in order to mitigate perceived risks. Reviewing security measures can help reduce risks of an e-company, and simultaneously enforce the level of trust and customers intentions to buy.