Retail and e-commerce with DMARC: Maintain customer trust
Retail and e-commerce businesses rely on trusted digital interactions to build loyalty and drive sales. DMARC helps ensure that only legitimate messages reach your customers, protecting them from phishing and spoofing attempts.
- Safeguard your brand reputation by preventing domain impersonation
- Protect customers from cybercriminal attacks designed to steal personal or financial data
- Gain visibility into who’s sending on behalf of your domain
- Move seamlessly from monitoring to full DMARC enforcement
Why retail and e-commerce companies need DMARC
Retail and e-commerce organizations are high-value targets for cybercriminals because of the sensitive data and financial transactions they handle.
Some of the main risks include:
Large volumes of customer data
Personal information, payment details, and account credentials are attractive to cybercriminals for identity theft and fraud, making protection essential.
High transaction activity
Frequent, high-value transactions raise the stakes and amplify the impact of a successful breach.
Digital gift cards and loyalty programs
These systems are often exploited by fraudsters for quick financial gain.
Together, these risks make email security a critical part of retail and e-commerce defense. Cybercriminals commonly use phishing and spoofing to reduce trust in brand communications. Without safeguards like Domain-based Message Authentication, Reporting, and Conformance (DMARC), fraudulent emails can reach customers, putting both brand reputation and customer protection at risk.
Falling victim to cybercrime in retail and e-commerce
A successful cyberattack launched through compromised email communications can have serious consequences, including:
- Supply chain interruptions: Delays or disruptions may cause stock shortages, reducing customer satisfaction and impacting sales.
- Regulatory non-compliance and fines: Failure to comply with data protection regulations like GDPR, PCI DSS v4.0, and CCPA can lead to significant penalties.
- Damage to brand reputation: Breaches and fraud incidents harm loyalty and reduce market share – threatening brand protection.
- Exploitation of loyalty programs: Fraudulent redemption of points or rewards results in financial losses and weakened consumer confidence.
- Higher insurance costs: A heightened risk profile can drive up cyber insurance premiums.
DMARC, when correctly configured and enforced with quarantine or reject policies, acts as a frontline defense. It prevents unauthorized senders from impersonating your domain, protecting both your customers and your brand from costly consequences in retail and e-commerce.
Growing dangers in retail and e-commerce
Cybercrime in retail and e-commerce is escalating as threat actors exploit the expanding attack surface of these industries.
Key statistics that highlight the threat landscape include:
Average of $11 million profit loss
The average annual profit loss for the retail sector is $11 million as of 2025.
The sixth most attacked sector
In 2024, retail was the sixth most targeted industry globally.
Highest number of AI-driven scams
Digital goods providers linked to retail and e-commerce experienced the highest prevalence of AI-driven fraud, with incidences exceeding 70% between 2024 and 2025.
Phishing and email spoofing remain core tactics for cybercriminals in this sector because customers rely heavily on email communication. This makes domain spoofing a critical risk to both brand reputation and customer protection. DMARC reduces this risk by authenticating legitimate senders and blocking fraudulent messages.
Sources: Ravelin, Statista, SAS
Common challenges of DMARC implementation in retail and e-commerce
Implementing DMARC in retail and e-commerce presents unique difficulties compared to other industries:
Marketing platform complexity
Retailers often use multiple platforms, such as Klaviyo for flows, Mailchimp for newsletters, and Shopify for order confirmations. Each must be authenticated correctly. As new tools are added, DMARC-related records need continual updates.
Seasonal email spikes
During peak periods like Black Friday, retailers send dramatically higher email volumes. DMARC policies must be robust and tested ahead of time to avoid false positives that could block legitimate communications and reduce revenue.
Internal awareness
Employee training is essential so teams understand DMARC’s role and follow best practices for email usage and phishing awareness.
International operations
Retailers with global operations often manage multiple domains (.com, .co.uk, etc.). Consistent DMARC policies across all domains are critical to protecting customers and brand reputation worldwide.
Third-party vendors and partners
Vendors and supply chain partners may send on behalf of the retailer. This requires precise Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) alignment to ensure smooth delivery without DMARC failures.
Successful DMARC deployment requires addressing these challenges strategically to safeguard the retail and e-commerce environment.
How DMARC with Sendmarc elevates retail and e-commerce security
Sendmarc’s managed DMARC platform is designed to address the unique challenges faced by retail and e-commerce companies. It delivers:
- Real-time threat detection: Immediate visibility into unauthorized email activity to protect customers.
- Actionable insights: Detailed reports on phishing attempts and domain abuse for rapid mitigation.
- Automated policy management: Simplified enforcement and DNS record management, even in complex environments.
- Compliance support: Streamlined reporting for regulatory compliance and audit readiness.
- Improved email deliverability: Ensures marketing and transactional messages reach customers’ inboxes to maximize engagement.
Trusted by leading retail and e-commerce brands, Sendmarc enables businesses to maintain strong email security, protect their reputation, and safeguard customers in a constantly evolving threat landscape.
The cost of inaction for retail and e-commerce
Disregarding DMARC protection leaves retail and e-commerce brands vulnerable to email-based attacks that cause harm.
Financial loss and customer trust
Phishing and spoofing scams can trick customers into sharing payment details or clicking on malicious links. Once trust is broken, clients leave - hurting sales, loyalty, and brand reputation.
Operational strain
Responding to fraud, fixing compromised systems, and managing customer complaints drains time and resources. These hidden costs disrupt other projects and burden IT teams.
Regulatory and compliance risks
With laws like GDPR, PCI DSS, and CCPA, failing to protect customer data can lead to heavy fines and damaging publicity. In competitive markets, reputational fallout often hurts more than the penalties themselves.
Implementing DMARC with a managed solution like Sendmarc shows commitment to protecting customers and building digital trust. It’s a simple, proactive step that prevents financial loss and safeguards brand reputation.
Compliance benefits of DMARC in retail and e-commerce
Retail and e-commerce organizations must comply with strict data protection regulations such as GDPR, PCI DSS, and CCPA which require safeguarding customers’ personal and payment data. DMARC supports compliance by:
Preventing unauthorized domain use
Reduces phishing and impersonation risks.
Providing audit-ready reporting
Demonstrates proactive email security to regulators.
Lowering breach risk
Minimizes exposure to data theft caused by email fraud.
Enhancing customer trust
Ensures communications are authenticated and reliable.
DMARC helps retailers meet regulatory obligations while strengthening overall brand protection.
Beyond DMARC:
Enhancing retail and e-commerce cybersecurity
While DMARC is a cornerstone of email security, retail and e-commerce companies benefit most from a layered defense strategy that includes:
Brand Indicators for Message Identification
(BIMI)
Reinforces visual brand recognition and trust directly in the inbox.
Mail Transfer Agent Strict Transport Security
(MTA-STS)
Enforces secure, encrypted transport channels to prevent downgrade and Man-in-the-Middle (MitM) attacks.
Transport Layer Security Reporting
(TLS-RPT)
Provides visibility into encryption failures and misconfigurations through standardized reporting.
Together, these measures boost retail brand protection and customer trust across digital touchpoints.
In today’s competitive and high-risk retail environment, DMARC remains a powerful tool to maintain trust, safeguard customers, and protect your brand. By implementing DMARC effectively – and leveraging a managed solution like Sendmarc – retailers can reduce phishing risks, stay compliant with regulations, and strengthen customer protection.
Secure your email environment before cybercriminals exploit vulnerabilities.
DMARC in retail and e-commerce FAQs
What is DMARC, and how does it work in retail and e-commerce?
Domain-based Message Authentication, Reporting, and Conformance (DMARC) is an email authentication protocol that protects retail and e-commerce organizations from phishing and spoofing.
DMARC verifies emails against SPF and DKIM records to confirm they come from authorized sources and are unaltered. Depending on the chosen policy, unauthorized messages can be monitored, quarantined, or rejected, helping safeguard customers and brand reputation.
Why is DMARC important for retail and e-commerce businesses?
DMARC is important for retail and e-commerce because these sectors process large volumes of personal and payment data, making them prime targets for phishing. DMARC prevents cybercriminals from impersonating a brand via email, protecting customers, preventing fraud, preserving brand trust, and supporting compliance with regulations like GDPR, PCI DSS, and CCPA.
Does DMARC affect the delivery of legitimate retail and e-commerce emails?
DMARC improves email deliverability for retail and e-commerce companies when SPF and DKIM records are correctly configured for all legitimate platforms. By ensuring proper authentication for marketing, transactional, and third-party services, DMARC reduces the risk of emails being flagged as spam and supports both customer protection and marketing effectiveness.
How long does DMARC deployment take for a retail or e-commerce organization?
DMARC deployment in retail and e-commerce varies by the number of domains. Sendmarc ensures that your domain is at full protection within 90 days. From reporting, to analysis, quarantine and then finally reject (your highest form of protection). This staged approach ensures protection without disrupting legitimate email flow.
What if third-party vendors send emails on behalf of my retail or e-commerce company?
When third-party vendors send emails on behalf of retail and e-commerce organizations, such as CRM systems, marketing automation, or loyalty platforms, they must be authorized with SPF and DKIM.
How does DMARC support regulatory compliance in retail and e-commerce?
DMARC supports regulatory compliance by preventing unauthorized use of a business’s email domain. This reduces phishing risks that could expose personal and payment data, helping retail and e-commerce companies meet GDPR, PCI DSS, and CCPA requirements while protecting customers and brand reputation.
What are the different DMARC policy modes?
DMARC has three policy modes:
- None: Monitoring only. Collects data but doesn’t block emails.
- Quarantine: Suspicious emails are delivered to spam or junk folders.
- Reject: Fraudulent emails are blocked entirely.
Can retail and e-commerce businesses implement DMARC without deep technical expertise?
Retail and e-commerce companies can implement DMARC without deep technical expertise – but it depends on the approach. Manual DMARC setup is time-consuming and prone to errors. Automated solutions like Sendmarc simplify everything by handling configuration, reporting, and monitoring, so you can achieve compliance quickly and confidently – no deep expertise needed.
What reports does DMARC provide to retail and e-commerce organizations?
DMARC provides two main types of reports:
- Aggregate reports summarize authentication results and highlight sending sources.
- Forensic reports give detailed insights into failed messages, which can reveal spoofing attempts or misconfigurations.
These reports improve visibility across the retail and e-commerce email ecosystem.
How often should DMARC settings be reviewed in retail and e-commerce?
DMARC settings should be reviewed at least quarterly in retail and e-commerce due to frequent infrastructure changes, seasonal campaigns, and new third-party services. Regular reviews maintain compliance, optimize deliverability, and strengthen both customer protection and brand trust.
Can DMARC prevent all email-based threats in retail and e-commerce?
DMARC cannot prevent all email-based threats in retail and e-commerce. While it significantly reduces phishing and spoofing, companies also need additional layers such as endpoint protection, staff training, anti-malware tools, Lookalike Domain Protection, and secure payment systems for comprehensive defense.
How does Sendmarc enhance DMARC for retail and e-commerce businesses?
Sendmarc enhances DMARC for retail and e-commerce by providing a fully managed platform. Sendmarc automates DNS record management, reporting, and policy enforcement while delivering real-time insights, compliance support, and expert guidance. This ensures robust domain security, improved deliverability, and strong customer protection.