Over the past 6 months, I’ve been digging into customer research and working to better understand consumer buyer behavior and trust in order to drive better strategies for our clients. One of the studies that I’ve spent a good amount of time on is the Edelman Trust Barometer. If you’ve never heard of this, you should download their global report and dive in.
For those who want the cliff notes version, I’ve compiled my learnings and thoughts below. All data points and statistics come directly from their research.
Why Trust is the New Currency for E-Commerce Growth
If you’re an e-commerce business owner or marketer, you’ve likely noticed that consumer trust isn’t what it used to be. Between economic uncertainty, misinformation, and skepticism toward large institutions, buyers today are more cautious than ever.
The 2025 Edelman Trust Barometer reveals that people trust businesses (62%) more than governments (52%) or media (52%), creating a unique opportunity for brands. While trust in traditional advertising is declining, brands that prioritize transparency, value-driven messaging, and authentic engagement can turn this trust crisis into a competitive advantage.
This post will walk you through five key shifts in consumer trust and how to apply them to your e-commerce marketing strategy to increase conversions, customer loyalty, and long-term revenue.
1. Transparency is the New Conversion Driver
The Problem: Misinformation and Consumer Skepticism
Consumers are no longer taking brand claims at face value. 70% of people believe government and business leaders purposely mislead the public, leading to widespread skepticism. With so much misinformation online, shoppers are fact-checking before making a purchase, reading reviews, comparing competitors, and expecting complete transparency from brands.
How to Apply This in E-Commerce
To combat skepticism, brands must be radically transparent about their products, pricing, and business practices. When shoppers trust that you’re giving them honest information, they’re more likely to buy, recommend, and return. This means featuring authentic customer reviews, clear pricing breakdowns, and behind-the-scenes content that showcases the real people behind the brand.
Actionable Tactics
- Create an “Honest Pricing” breakdown (e.g., explain how pricing is structured, including materials, labor, and shipping costs).
- Run a “Behind the Brand” video series featuring your sourcing process, ethical labor practices, or commitment to sustainability.
- Highlight customer testimonials with real photos and videos on product pages.
Example: Everlane’s “Radical Transparency” model builds trust by openly sharing cost breakdowns and production details.
2. Consumer Spending is More Cautious – Make Every Dollar Count
The Problem: Economic Anxiety is Rising
With economic uncertainty at an all-time high, consumers are cutting unnecessary spending and prioritizing value over luxury. Many are choosing to spend only on brands that offer tangible benefits, such as long-term durability, cost savings, or flexible payment options. If your brand can prove its worth, you’ll have an advantage in winning over budget-conscious shoppers.
How to Apply This in E-Commerce
Your messaging needs to shift from luxury to value, emphasizing how your products provide cost savings, longevity, or flexible purchasing options. Offering Buy Now, Pay Later (BNPL) services or subscriptions can help ease financial concerns, while showcasing cost-per-use comparisons can make higher-priced products feel like a smart investment.
Actionable Tactics
- Launch a “Smart Spending Guide” blog post explaining how your product saves money over time.
- Create a “Value Bundle” offer (e.g., Buy 2, Get 1 Free) to increase perceived savings.
- Highlight flexible payment options like Klarna, Afterpay, or Shop Pay Installments.
Example: Patagonia positions itself as an investment brand, showing how its products last for years, making them cheaper per use than disposable fast fashion alternatives.
3. Consumers Trust Other People More Than Ads
The Problem: Declining Trust in Traditional Media & Brand Messaging
Consumers are increasingly distrustful of traditional advertising, instead relying on word-of-mouth, peer recommendations, and influencer content. Shoppers today want real experiences from real people, whether that’s through customer reviews, influencer endorsements, or user-generated content (UGC).
How to Apply This in E-Commerce
Instead of relying solely on polished brand messaging, leverage UGC and influencer partnerships to showcase real customer experiences. When potential buyers see people like them using and loving your product, they’re far more likely to trust your brand and make a purchase.
Actionable Tactics
- Run an influencer marketing campaign with micro-influencers who align with your brand values.
- Create a “Real Reviews, Real Results” email series featuring before-and-after photos, customer testimonials, and social proof.
- Incentivize UGC with discounts or giveaways (e.g., “Share your experience & get 10% off!”).
Example: Glossier built its brand almost entirely through user-generated content, showcasing real customers instead of using studio-shot ads.
4. Social & Ethical Responsibility Are No Longer Optional
The Problem: People Expect Businesses to Lead Social Change
A staggering 61% of consumers feel the system favors the wealthy, and 40% approve of “hostile activism” to drive change. Younger consumers, in particular, expect brands to take a stand on social and environmental issues, and they reward companies that align with their values.
How to Apply This in E-Commerce
If your brand supports sustainability, ethical labor, or community initiatives, make it known—but only if it’s authentic. Consumers can spot fake activism from a mile away, so your impact needs to be genuine and measurable. Highlight sustainable packaging, ethical sourcing, or charitable contributions in your marketing.
Actionable Tactics
- Launch a “Give Back” campaign (e.g., “For every order, we donate $1 to [cause]”).
- Feature an annual impact report showcasing sustainability, fair wages, or community initiatives.
- Use sustainable packaging and highlight it in your marketing.
Example: Bombas has built loyalty by donating a pair of socks for every purchase, reinforcing brand purpose alongside product quality.
5. AI & Automation Can Backfire Without Humanization
The Problem: Consumers Distrust AI & Want Human Connection
While AI-driven chatbots, automation, and recommendation engines can enhance efficiency, relying too much on them can make brands feel cold and impersonal. Consumers still crave real human interactions, especially when making significant purchase decisions.
How to Apply This in E-Commerce
Use AI to enhance personalization, not replace human interaction. AI-powered quizzes, recommendation engines, and automation should be paired with real customer service reps to maintain trust.
Actionable Tactics
- Use AI-powered quizzes to recommend the best products (e.g., “Find Your Perfect Fit” quiz).
- Personalize emails and site experiences based on past purchases and browsing behavior.
- Ensure customer support includes real humans, not just chatbots.
Example: Warby Parker uses AI-driven virtual try-on tools but also prioritizes human customer support, striking the right balance.
Final Thoughts: The E-Commerce Playbook for 2025
To thrive in 2025, e-commerce brands must adapt to shifting consumer trust dynamics.
Here’s your trust-building playbook:
- Be radically transparent (pricing, sourcing, operations).
- Help customers justify purchases (value-driven messaging).
- Use UGC & peer validation over traditional ads.
- Align with ethical & social causes authentically.
- Leverage AI carefully—keep it personal & human-centric.
By focusing on trust, transparency, and value-driven experiences, your brand won’t just survive in 2025—it will thrive.
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
