E-commerce sellers need to earn consumer trust

Elana Morris

An overview of Morning Consult's latest report for the State of Retail & E-Commerce for H1.

E-commerce retailers are feeling the effects of a so-called “trust gap” across several consumer demographics, according to the State of Retail Report from intelligence firm Morning Consult. The report found that 77% of consumers surveyed trust online-only brands, while in comparison, 93% of consumers said they trust brands that own brick-and-mortar stores.

 

Gen Z consumers and lower-income (less than $50,000 annual income) consumers were reported as more likely to display lower trust in e-commerce exclusive retailers. This may be due to the fact that online stores have less accountability in representing their products. Shrewd consumers are wary...

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