Original Research

The state of ecommerce trust in 2026

The following data is based on responses from 1,295 US consumers.

96% of consumers are concerned about shopping on unfamiliar sites

94% of consumers are concerned about fake businesses created with AI

3 out of 4 shoppers are more likely to buy from a site that displays the TrustedSite badge

96% of consumers are concerned about shopping on unfamiliar sites

How concerned are you about providing personal information (e.g., credit card, address, phone number) when shopping online at each of the following types of websites?

Over 90% of consumers said they were concerned about AI-driven threats

94%

of consumers are concerned about fake businesses created with AI

93%

of consumers are concerned about AI phishing emails impersonating retailers

91%

of consumers are concerned about fake product reviews written by AI

Stolen credit card information remains the #1 concern

What is your biggest concern when shopping online?

89% of consumers have abandoned a purchase over their concerns about the website or business.

Have you ever started to purchase an item online only to abandon it because of any of the following concerns?

Third-party verification of claims can increase sales

of consumers are more likely to trust an unfamiliar site that displays a trust badge than one that doesn’t.

Which of the following statements verified by a third-party entity would increase the likelihood of making a purchase on an unfamiliar site?

Shoppers recognize and respond to the TrustedSite badge

53%

of consumers recognize the TrustedSite badge from their online shopping.

74%

of consumers are more likely to complete a purchase when they see the TrustedSite badge.

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Methodology

We surveyed 1,295 consumers in the United States through SurveyMonkey Audiences in 2026. Answer choices appeared in a random order for each respondent. This survey repeated questions from surveys in 2018, 2020, 2022, and 2024.