Merchants invest heavily in brand, messaging, and user experience, but these are not the only inputs that build trust. Consumers increasingly rely on external sources to decide whether to complete a transaction.
The shift to independent validation
Before making a purchase, consumers regularly consult:
- Search engines for brand and product validation
- Review platforms and forums for unfiltered experiences
- Social media for demonstrations and credibility
- AI tools to summarize and compare feedback
External platforms play a growing role in shaping perception because they’re seen as more authentic and less controlled. In our research, consumers consistently described using multiple channels to validate a purchase decision before completing a transaction.
Trust is built outside your environment
What others say about a merchant can matter more to their target consumer than how they present themselves. Positive signals can reinforce confidence while negative signals can stop a transaction before it starts.
Merchants can adopt controls on external validation:
- Monitor third-party platforms where trust is being formed
- Address negative signals quickly and transparently
- Ensure consistency between brand promise and real customer experience
- Avoid elements that could trigger doubt, such as unexpected redirects
The role of trusted institutions
When uncertainty is high, consumers look for familiar and credible signals to guide their decision. Financial institutions in particular carry a high level of trust when it comes to handling payment information. Consumers often rely on their bank or card provider as a safeguard in the transaction.
This creates an important dynamic. Trust can transfer from a known institution to an unfamiliar merchant when the payment experience is connected to that institution. For example, consumers may choose wallets or payment methods that act as intermediaries, especially when they are unsure about a merchant.
Why this matters
Merchants are not building trust alone. They are participating in a broader ecosystem. That is why we’ve partnered with participating banks and credit unions to offer Paze to e-commerce shoppers and help merchants tap into institutional trust.
Understanding how trust is formed across that ecosystem can help merchants reduce perceived risk and improve conversion. After all, conversion is a function of trust.
Learn how trust is built across the full consumer journey.
Download the full Paze Pulse® report.
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