A method and apparatus are provided for providing authentication of an e-commerce server to a user engaging in e-commerce transactions. When the user begins an e-commerce session, the e-commerce server requests an authentication token from an authentication proxy with which it has registered. If the authentication proxy recognizes the e-commerce server, the authentication proxy generates an authentication token in the form of a simple image, and sends the authentication token to the e-commerce server over a trusted path. The e-commerce server sends the authentication token to the user. The authentication proxy also sends a copy of the authentication token to the user over a second trusted path to a second device or application accessible by the user. The user can then see that the authentication token presented by the e-commerce server matches the authentication token presented by the authentication proxy. Since the user has received the two authentication proxies over separate channels, one of which is typically secure, the user can be assured that the e-commerce server has been authenticated by the authentication proxy, and that the e-commerce server is therefore legitimate.