It’s no secret that consumers are more skeptical of online brands than they have been in the past. Who can blame them, though? There’s some bad brands out there that ruin it for everyone else. Between misleading ads, security issues, fake reviews and maybe even some bad experiences, it’s not hard to see why consumers are skeptical. Research shows that 35% of online shoppers are seriously skeptical of eCommerce brands.
So, what does that mean for eCommerce businesses? Well, that means you have to work harder to win their trust. The brands that want to succeed in today’s market, have to go the extra mile to earn the trust of consumers. In order to do that. Let’s talk more about trust issues in-depth and how to solve them.
The Trust Crisis in eCommerce
Alright, so back to the trust crisis in e-Commerce. Shopping online today can feel like navigating a minefield. There are so many scam websites and fraudulent brands. So, it’s harder than ever for shoppers to tell what’s real and what’s a scam. A big part of the problem? Fake brands running ads on social media that promise high-quality products but deliver something completely different. These misleading ads make it really tough for consumers to know who to trust, and they’re not just a one-off occurrence. Some online marketplaces even allow low-quality, counterfeit, or drop-shipped products that don’t match the descriptions. This can leave shoppers feeling misled and frustrated.
Unfortunately, these bad experiences really stick with people. Research shows that 73% of skeptical shoppers say they won’t come back to a brand after one negative experience. This might be about slow shipping, hidden fees, or terrible customer service. It takes only one bad interaction to leave a lasting impression. Even worse, dissatisfied customers don’t just let it slide. They warn others about their experiences by word of mouth and in reviews. This is a huge hurdle for eCommerce brands to overcome.
Unfortunately, it doesn’t stop there. Even though skeptical shoppers may write reviews themselves to help others, they do not always trust reviews. This is because many believe reviews are fabricated. Some brands really do inflate their ratings or even delete negative comments to look better. So, when consumers see a glowing review, they wonder if it’s genuine.
Add to that the problem of aggressive retargeting—when brands seem to know way too much about you, thanks to tracking through social media and email marketing. This really scares consumers as they can feel like you’re stalking them.
Lastly, poor customer support can completely erode any trust a brand has built. You might be thinking a chatbot is a great idea instead of a human, but it’s really not. This is especially true when something goes wrong. Slow responses, hard-to-navigate return policies, and a lack of personal interaction make a negative experience even worse. Consumers today are looking to spend money with brands that treat them well. Some are even willing to pay extra for better customer service. This means quick, easy, and human-centered support.
The 6 Pillars of Trust for eCommerce Brands
Okay, after all of that, how do you build trust? It’s not easy, but you need to for your business to succeed. There are so many brands competing for attention, and being trustworthy is how you can stand out. Here are six pillars (or ways) that your ecommerce brand can help with this.
1. Transparent Product Descriptions & Pricing
When it comes to earning trust, honesty with consumers is really important. Make sure your product descriptions are up to date. You want them to be both accurate and detailed. Leave no room for surprises. Shoppers appreciate real customer images and unfiltered reviews. This can help them make informed decisions. Also, be upfront about shipping fees, return policies, and product availability—nothing creates frustration faster than hidden costs or vague terms.
2. Social Proof That Feels Authentic
Shoppers want to see that others have had positive experiences shopping with your brand, but they also value authenticity. Feature a mix of positive and critical reviews to show you’re genuine. Encourage user-generated content (UGC), like real photos and videos, to provide social proof that feels more personal. Displaying third-party trust signals, such as Google Reviews or BBB accreditation can add an extra layer of credibility.
3. High-Quality Customer Service
Customer service can really make or break any brand’s reputation. So, stand out and offer real human support via phone, email, and live chat. This will go a long way in making shoppers feel cared for. Quick responses and a smooth return process are also important for earning trust. Bonus points for displaying a customer service phone number—many skeptical shoppers feel uneasy about brands that don’t provide one.
4. Ethical & Respectful Marketing
Consumers are tired of feeling bombarded by ads. So, instead of aggressive retargeting, use non-intrusive personalization that respects privacy. Provide opt-outs for ads and data tracking to give customers control. Focus on creating helpful content rather than pushing constant promotions, and you’ll build a more positive, trust-filled relationship with your audience.
5. Security & Data Protection
One of the biggest concerns for today’s online shoppers is their personal data and its safety. Make sure your checkout process is secure with trusted methods like PayPal, Apple Pay, or Shopify Secure. Try displaying security badges on your website. This can help to reassure customers that their personal information is safe. Also, be clear about your privacy policies and data protection measures to provide peace of mind.
6. Build a Strong Brand Reputation
Consistency really is key when it comes to building a trustworthy brand. So, you’ll want to maintain a cohesive message and branding with your business. You need to do this across all platforms. Also, try to engage with customer feedback. This means addressing both positive and negative things they’ve said. Respond thoughtfully to all of these reviews. Partnering with reputable businesses and influencers can also help reinforce your credibility and showcase your brand’s reliability.
By following these six pillars, you’ll be well on your way to helping consumers trust your brand.
How to Turn Skeptical Shoppers into Loyal Customers
So, what we’ve talked about has probably been helpful, but let’s get down to the nitty gritty. How do you turn skeptical shoppers into loyal customers? Well, like we’ve mentioned, the key is building trust. This needs to be done step by step to be effective and actionable. So, let’s break it down into four actionable steps:
Step 1: Address Common Skeptic Concerns in Your Marketing
The first step to gaining trust is simply to be transparent. Use plain, honest language in your ads and be upfront about what makes your brand different from the competition. People want to know what sets you apart—and they don’t want to guess. Showcase real testimonials, not just glowing reviews, but honest feedback that highlights both pros and cons. Plus, behind-the-scenes transparency about how you do business or how products are made can go a long way in easing their skepticism.
Step 2: Create a Trustworthy Shopping Experience
Next, make the shopping experience as smooth and secure as possible. A seamless, secure checkout process will give customers peace of mind when they’re ready to buy. Make sure there are no hidden fees or surprise costs creeping up at checkout. They will stop trusting you if it appears that you are hiding things. And don’t forget to be very transparent about your refund and return policies. A straightforward, no-hassle process is key to creating a trustworthy environment that keeps customers coming back.
Step 3: Offer a “Try Before You Buy” or Money-Back Guarantee
People love risk-free trials or a money-back guarantee. They are huge trust builders. Customers are more likely to take the leap if they know they can get their money back if the product doesn’t meet expectations. If you offer subscription services, consider a first-month free or a sample size so they can try before fully committing.
Step 4: Build Long-Term Relationships Instead of One-Time Sales
Finally, focus on building relationships with customers beyond their first purchase. You want to create a loyalty program that rewards repeat customers and offer valuable educational content, like how-to guides, product usage tips, or behind-the-scenes insights into your brand. Offer rewards for customer referrals—when customers feel valued, they’re more likely to stay loyal and share your brand with others.
Consumers are pretty skeptical about online shopping these days, but if your brand prioritizes trust, you will come out on top. By being transparent, ethical, and putting customers first, you can address that skepticism head-on and start building a relationship based on confidence. The key takeaway here is simple: brands that invest in credibility don’t just gain one-time sales—they build loyal customer bases that grow over time.
Need help building a trust-driven eCommerce strategy? Let’s talk! Our team members at Stryde are experts in branding and trust. We’d love to help.
