Mobile-Menu

Future of e-commerce Trust as the new currency in Digital Commerce

Ein Gastbeitrag von Nick Maynard 4 min Lesedauer

Anbieter zum Thema

Juniper Research Ltd
FIS Informationssysteme und Consulting GmbH
Arvato Systems GmbH

An international study by G2A and Juniper Research shows that trust is becoming a decisive success factor in digital commerce. Security, payment methods, and the use of AI are increasingly shaping purchasing behaviour – and presenting merchants with new challenges.

(Bild: © wpw/stock.adobe.com)
(Bild: © wpw/stock.adobe.com)

What it’s about

Online Fraud: 27 percent of users have already experienced online fraud – and primarily see merchants as responsible.

Payments are becoming a trust anchor: 60 percent cite digital wallets as the most important security factor.

Artificial Intelligence: Is accepted, but users remain sceptical about autonomous purchasing.

E-commerce is at a turning point: while price and convenience have long been the main drivers, trust is increasingly moving to the centre of the customer experience. This is highlighted in the „Trust in Digital Commerce“ study by G2A and Juniper Research, based on a survey of over 9.000 consumers across nine countries.

The findings make it clear: trust not only influences where consumers shop, but also how they pay and whether they are willing to adopt new technologies. As a result, trust is becoming a strategic differentiator – comparable to price or product range.

Trust is no longer a soft factor, but a hard KPI. Merchants and platforms that combine security, transparency, and the right payment offerings will build the foundation for long-term customer relationships.

Nick Maynard, VP of Fintech Market Research at Juniper Research

Security: Merchants under pressure

A key finding of the study is the clear expectation users have when it comes to security. Around half of respondents see online shops and marketplaces as primarily responsible for protecting them against fraud. Banks and payment service providers follow at a considerable distance, while users themselves assign only a minor role to their own responsibility.

This perception is problematic. Many fraud cases stem from targeted attacks on user behaviour – such as phishing or social engineering. The study reveals a clear knowledge gap: consumers underestimate their own responsibility for staying safe online.

For merchants, this means security must not only be ensured technically, but also actively communicated and explained. Education thus becomes part of the customer experience.

Online fraud remains widespread

The scale of the issue is reflected in the data: 27 percent of respondents have experienced fraud when shopping online. Younger user groups are particularly affected, with significantly higher rates than older consumers.

The consequences are serious: in many cases, losses are not fully recovered. One in four victims reports not getting their money back. This undermines long-term trust in digital services and increases pressure on all players in the ecosystem.

There are also notable regional differences. Fraud rates are particularly high in markets such as Brazil, while countries like the UK and Canada report significantly lower levels. Trust, therefore, is also market-specific – and requires local strategies.

Jetzt Newsletter abonnieren

Verpassen Sie nicht unsere besten Inhalte

Mit Klick auf „Newsletter abonnieren“ erkläre ich mich mit der Verarbeitung und Nutzung meiner Daten gemäß Einwilligungserklärung (bitte aufklappen für Details) einverstanden und akzeptiere die Nutzungsbedingungen. Weitere Informationen finde ich in unserer Datenschutzerklärung. Die Einwilligungserklärung bezieht sich u. a. auf die Zusendung von redaktionellen Newslettern per E-Mail und auf den Datenabgleich zu Marketingzwecken mit ausgewählten Werbepartnern (z. B. LinkedIn, Google, Meta).

Aufklappen für Details zu Ihrer Einwilligung

Weiterführende Inhalte