The news: As online financial crimes and fraud attempts surge, customers are wary of new brands and frequently abandon transactions over a lack of trust.

• Over two-thirds (69%) of US adults have abandoned an online transaction or sign-up process due to distrust, per Liquid Web’s 2025 The State of Digital Trust report.
• 60% have used fake personal information—like a burner email or fake name—when a website didn’t seem trustworthy.

Zooming out: Internet crimes cost US consumers a record $16.6 billion in 2024, per Pew Research, and almost three-quarters (73%) of US adults have experienced some type of online scam.

With that looming threat, it’s no surprise that consumers hesitate to purchase from unfamiliar websites or brands, making security measures and credible web design essential.

Checking the source: To evaluate credibility, shoppers are increasingly vetting brands beyond the website itself.

• 61% use Google Search to verify brands’ credibility, per Liquid Web, and 43% use Reddit. That makes it crucial to set up social media and Yelp or Google pages to encourage customer reviews.
• 31% check the Better Business Bureau and 19% rely on app store ratings and reviews.

While a well-built site—including FAQs, visible contact details, and clear customer support channels—is foundational, brands need a full-fledged internet presence to win over skeptical consumers.

What builds—and breaks—trust: Consumers value clear communication, transparency, visible security measures, and recognizable brand names. Even simple efforts like a listed company address, spell-checks, and a verified social presence signal legitimacy.

• 60% of consumers said explaining how data is used increases trust, and 42% point to transparent refunds and cancellation policies as credibility-building factors.
• Poor grammar or spelling on a website (73%), lack of contact information (62%), and unclear privacy or data policies (59%) raise suspicion.

Our take: In today’s online marketplace, brands need to convince consumers not only of their product quality, but of their company’s legitimacy. Unlike industry-level reputation, which brands can’t control, CMOs can shape digital trust by focusing on transparency, clarity, and responsiveness across the shopping journey.