Research report

Trust in Online Retail

An examination of how consumers judge whether an online retailer can be trusted, and where their confidence is most often lost.

Published: 15 April 2026
Authors: Cameron Batt
Topics: Ecommerce & online retail, Customer experience & trust, Technology & digital transformation

Download report (PDF) Key findings

TemplateThis is an illustrative report demonstrating the research template. Its figures are placeholders and are not published survey results.

Introduction

Online shopping is now routine for most British adults, yet confidence in online retailers varies considerably. This report explores the signals consumers rely upon and the experiences that most often undermine trust.

Key findings

check reviews before buying from an unfamiliar online retailer: 72%check reviews before buying from an unfamiliar online retailer
have abandoned a purchase over unclear delivery or returns terms: 45%have abandoned a purchase over unclear delivery or returns terms
report a problem with an online order in the past six months: 1 in 3report a problem with an online order in the past six months

Charts & data

Figure 1

Experiences that most reduce trust in an online retailer

Share of respondents selecting each experience.

View data table

Experiences that most reduce trust in an online retailer
Response	Value
Unexpected charges at checkout	63%
Difficult returns process	51%
No response to queries	46%
Late or missing deliveries	42%
Unclear seller identity	33%

Source: BCFI research (illustrative data)

Methodology

Sample: UK online shoppers aged 18+
Method: Online survey and desk review
Fieldwork: February 2026

The research combined an online survey of UK adults who had shopped online in the previous six months with a review of published guidance on online retail practice.

Full report