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Future of e-commerce

Trust as the new currency in Digital Commerce

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Payments as a key driver of trust

One of the most striking findings of the study is the role of payment methods in shaping trust. For 60 percent of respondents, the availability of trusted digital wallets is the most important security factor when shopping online.

This fundamentally changes the role of payments. Payment methods are no longer just a functional element of checkout, but a central trust signal. Users associate wallets with security, privacy, and control – for example, because they do not need to share sensitive data directly with merchants.

This is also reflected in preferred payment methods: credit cards and digital wallets clearly dominate, while alternatives such as cryptocurrencies play only a minor role. Security and simplicity are the key drivers.

For merchants, this means that offering the right mix of payment options is no longer an operational detail, but a strategic lever for building trust.

AI: Between acceptance and scepticism

In addition to security and payments, the study also examines the role of artificial intelligence in e-commerce. The results are nuanced: overall trust in AI is moderate (averaging 6 out of 10), but varies significantly by country and demographic group.

Users respond positively to supportive applications such as product discovery, personalisation, and fraud detection, where clear value is perceived. However, attitudes become far more critical when it comes to so-called agentic commerce – where AI independently makes purchasing decisions.

Up to 41 percent of respondents feel uncomfortable with the idea of AI autonomously buying products or services on their behalf. The main concerns include lack of control, data privacy issues, and limited transparency.

Acceptance of AI therefore depends strongly on the level of autonomy: the more control users retain, the higher their level of trust.

Marketplaces dominate – but trust decides

Another key finding is that third-party marketplaces are more popular than buying directly from brands in all surveyed markets. Price and convenience are the primary reasons.

At the same time, however, trust is becoming increasingly decisive for customer loyalty. Security features, payment options, and transparent processes are gaining importance, while traditional factors such as brand loyalty or reviews are becoming relatively less influential.

This means that even though marketplaces have structural advantages, they must continuously invest in trust to maintain their position.

Conclusion: Trust as a competitive advantage

The study clearly shows that competition in e-commerce is shifting. 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.

At the same time, trust cannot be achieved through technology alone. It also requires communication, education, and transparent processes. Especially in the context of AI, success will depend on how transparently and controllably new applications are designed.

The e-commerce of the future will not only be faster and more convenient – but above all, more trustworthy.

Digital Commerce – TrustNick Maynard
is VP of Fintech Market Research at Juniper Research.

Bildquelle: Juniper Research

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