Advances in information technology, communication and network technology are radically facilitating digital convergences as the integration of human, equipment, and space in the current industry 4.0 era. In industry 4.0 environment, the vast amount of information with networked computing technology can be simultaneously accessible even in limited physical space. Two main benefit points out of these information are the convenience and efficiency in their online transactions either buying things online or selling online. Even though there exist so many benefits that information technology can create for the people doing business over the internet there is a critical problem to be answered. In spite of many such advantages, however, online transactions have many dysfunctions such as personal information leakage, account hacking, and cybercrime. Without preparing the appropriate protection methods or schema people reluctantly use the transaction or would find some other partners with enhanced information security environment. In this paper we suggested a novel selection criteria that can be used to evaluate the reliable means of authentication against the expected risks under on-going IoT based environment. Our selection criteria consists of 4 steps. The first step is services and risk identification step. The second step is evaluation of risk occurrence step. The third step includes the evaluation of the extent of damage. And the final step is the assessment of the level of risk. With the help of the above 4 step-approach people can systematically identify potential risks hiding in the online transactions and effectively avoid by taking appropriate counter actions