是否首选在电子商务网站上以纯文本形式返回数据--AJAX

I have a big concern on a E-commerce website.

My question is that is it safe or preferred approach to pass plain ajax response especially where calculations and quantity is updated?

For example..

When i am loading the product page then Price and other details like product qty, weight, diamonds are getting populated by ajax call.

on page load query is

product.php

$sql = select * from prdrd where id=$id
$r = mysqli_query($sql,$con);
while(){
   $row[] = $data;
   echo json_encode($row);
}     

Product.php page is called via Ajax

then in jQuery i am updating main product page as

$("#proce").html(/*val retrnd by ajax*/);
.. so on

and same approach when somebody changes quantity in cart then updated price can be seen as a response plain text as json updprc:25541.

All things are working perfect but i feel big security concern here..

Also i tried storing values in session and that is a good idea but then i did not find anyway to update page after ajax call through session variables.

Sorry for long post but i really want to get proper idea of secure implementation without https://