Building Trust on E-Commerce Platforms

The Big Problem

Imagine you’ve landed on an unfamiliar e-commerce website. Perhaps you see a few items you like, add them to your cart, and have every intention of completing your order. But by the time you reach checkout, everything goes downhill. Filling out the required fields feels like writing an essay, the shipping costs are confusing and inconsistent, and you can’t find any information about the store’s return policy. Feeling overwhelmed, uncertain—and not entirely eager to part with your hard-earned cash—you close the tab and move on. Chances you trust the brand enough to give it another shot? Zero.

Trust is a valuable form of currency in the world of e-commerce. Online trust—whether it’s the customer’s perception of security, privacy, service quality, or brand reliability—is significantly associated with customer loyalty and repeat purchase intention.1 However, this form of trust is incredibly fragile. Even minor points of friction can send shoppers running, and later email attempts to recover abandoned carts just end up in spam folders. Perceptions of risk and uncertainty, lack of brand transparency, and poor user experiences can easily erode customer confidence in online stores. And once that trust is gone, it’s tough to get back. 

For e-commerce platform owners, marketing professionals, and UX designers, building and maintaining customer trust can feel like an uphill battle. Surface-level attempts at fixes—like A/B testing button colors or flooding pages with information—overlook the deeper behavioral forces that shape how online shoppers develop and act on trust. Behind abandoned carts are moments of doubt, confusion, or worry that set off alarm bells. In this article, we’ll take a deep dive into the behavioral science of online trust, how it breaks, and how behavioral interventions like credibility cues, nudges, and friction audits can turn skeptical shoppers into confident consumers.

About the Author

Smiling woman with long hair stands in front of a lush plant with pink and yellow flowers, near what appears to be a house exterior with horizontal siding and a staircase.

Kira Warje

Kira holds a degree in Psychology with an extended minor in Anthropology. Fascinated by all things human, she has written extensively on cognition and mental health, often leveraging insights about the human mind to craft actionable marketing content for brands. She loves talking about human quirks and motivations, driven by the belief that behavioural science can help us all lead healthier, happier, and more sustainable lives. Occasionally, Kira dabbles in web development and enjoys learning about the synergy between psychology and UX design.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

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By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

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By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

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By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

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