7 Actionable Ways to Build Trust In an E-commerce website

1. Show that your website is trustworthy

Many consumers fail to trust E-commerce stores because they are concerned that the products they purchase online may not be genuine or of good quality.

As it is difficult for consumers to judge the quality of products online, it is therefore paramount that an E-commerce business fosters trust amongst their consumers and puts them at ease to make purchases with confidence. Here are some sure-fire ways to do this.

Display visual indicators of trust

What are indicators of trust?

A visual indicator of trust is an icon, logo or text that a customer can look at to immediately assess the trustworthiness of the E-commerce site they are on. A good visual indicator of trust would put customers at ease and build credibility for the site.

Action Steps:

• Install an SSL certificate so your website uses HTTPS and shows a secure padlock in the browser.
• Showcase payment gateway logos such as Visa, Mastercard, PayPal, or GCash near the checkout section.
• Add security badges like “Secured by Norton,” “McAfee Secure,” or other trusted verification seals.
• Include trust badges that highlight benefits like “30-Day Return Policy,” “Free Shipping,” or “Money-Back Guarantee.”
• Display third-party certifications or ratings from platforms like Trustpilot, BBB, or Google Customer Reviews.
• Use real customer testimonials with names, photos, or verified buyer labels for credibility.
• Highlight any media mentions, awards, or endorsements from reputable organisations.
• Position trust signals near important buttons like “Add to Cart” or “Checkout” to reinforce security at the point of purchase.

This helps to show your customers that your website is safe and secure.

Highlight your media mentions

If you are a business owner, you may have your products mentioned in the media. Highlighting how often your brand or products have been mentioned in the media can help reassure customers that they are buying from a legitimate business.

Action Steps:

• Create a “Featured In” section on your homepage or landing page to display logos of media outlets that have mentioned your brand.
• Add press mentions to product pages to boost credibility where customers make purchase decisions.
• Write a dedicated Press or Media page that lists articles, interviews, and media features about your business.
• Share media mentions on social media with short captions and links to the full coverage.
• Use media logos in marketing materials like banners, email footers, and ad creatives for instant authority.
• Mention media features in your About Us page to reinforce trust in your brand’s credibility.
• Update media mentions regularly to keep your content fresh and reflect recent achievements.

Use human photos

One way to build trust in an E-commerce store is to use human photos on your website, as opposed to stock photos or cartoons. According to a study by Olapic, 32% of customers are more likely to buy clothing online if a website shows photos of real customers wearing the item.

Action Steps:

• Choose high-resolution photos featuring real people interacting with your products.
• Highlight diverse individuals to appeal to a wider audience and promote inclusivity.
• Use lifestyle images that show people using your product in real-life settings.
• Avoid overly staged or stock images; aim for authenticity and relatability.
• Place human photos on key pages like the homepage, product pages, and testimonials.
• Include behind-the-scenes photos of your team or brand story to build transparency.
• Test different human photos to see which types generate the most engagement or conversions.

Share your brand’s story

A brand story goes beyond product descriptions or website design; it represents the purpose and values of your company.

Action Step:

• Write a compelling “About Us” page that includes your mission, values, and founding story.
• Use real photos of your team, workspace, or behind-the-scenes moments to humanise your brand.
• Incorporate storytelling into product descriptions by explaining how or why a product was created.
• Share customer success stories or testimonials that reflect your brand’s impact.
• Create video content (e.g., founder’s story or brand journey) and feature it on your homepage or social media.
• Highlight milestones and achievements to show growth and credibility over time.
• Post regularly on social media with stories that reflect your brand’s day-to-day life, challenges, and wins.
• Be transparent about your values, sourcing, or sustainability efforts to build deeper trust.
• Highlight your sustainability efforts, ethical sourcing, and social impact to build trust with conscious consumers.

Display Social Proof (Reviews and Testimonials)

Shoppers trust other customers more than they trust brands. Include user-generated content like reviews, ratings, and testimonials to reduce skepticism.

Action Steps:

• Add star ratings and verified reviews on product pages.
• Feature positive testimonials on key landing pages.

Source: The Only 6 Social Proof Examples You Should Be Inspired By

2. Use High-Quality Product Photos and Descriptions

Your product images should highlight actual features of the products. Go the extra mile by providing videos to explain product specifications and how they can be used. This will help them to better understand your product, what it can and cannot do, and decide whether it is a good fit for their needs.

Action Step:

• Invest in professional product photography.
• Include multiple angles, zoom features, and lifestyle images.

Avoid the stock-shot look

While it might seem like a good idea to try and save money by using product stock photos, it might actually work against you. This is because 67% of consumers say that the quality of a product image is “very important” in their selection and purchasing decision.

Action Steps:

• Use real photos of your products, team, and customers instead of generic stock images.
• Hire a photographer or use a good camera to capture original, high-quality visuals.
• Showcase your products in natural, everyday settings to feel authentic.
• Include behind-the-scenes images to humanise your brand.
• Feature real customer photos or user-generated content on your site and social media.
• Edit images consistently to match your brand’s visual style and tone.
• Avoid overly staged or perfect images that feel unrealistic or impersonal.

For an e-commerce store, having unique photographs taken professionally will give you more control over the product images you want to showcase. Distinctive product photos styled and taken according to your store’s branding guidelines will also help strengthen your image and reputation.

3. Provide All the Information Your Customers Need

Make it easy for your potential customers to find all the information they need in your e-commerce website.

HAVE A CLEAR RETURN & REFUND POLICY

A no-hassle return policy shows confidence in your product and lowers the perceived risk of buying from you. Be transparent and clear with information like your store’s shipping and return policies. Make these pieces of information easily accessible and don’t hide them in the final step of the checkout process.

Action Step:

• Clearly explain your return and refund process.
• Avoid legal jargon and write in customer-friendly terms.

Source: https://www.convertcart.com/blog/ecommerce-return-policy-examples

INCLUDE ABOUT US AND CONTACT INFORMATION

When people know the story behind the brand and how to get in touch, they feel more confident engaging with your site.

Action Step:

• Create a compelling “About Us” page with photos, mission, and values.
• List phone numbers, emails, live chat, and address (if applicable).

Source: Contact Us Page Examples: 44 Designs For Inspiration

Likewise, make sure other information like ‘About Us’ and your contact details can be found easily. This way, customers can easily reach out to you if they have any concerns or questions.

FREQUENTLY ASKED QUESTIONS (FAQ)

It is also helpful to have a ‘Frequently Asked Questions (FAQ)’ section on your e-commerce website to address questions that you find your customers asking repeatedly. This allows you to address questions that you have already answered often and avoid having to answer them again.

Action Steps:

• Identify the most common questions customers ask about your products, services, shipping, payments, and returns.
• Organise questions by category (e.g., Orders, Shipping, Returns, Product Info) to make navigation easier.
• Write clear, concise, and honest answers using simple language.
• Keep the FAQ page easy to find. Link it in your header, footer, and relevant product pages.
• Update the FAQ regularly based on customer feedback and new policies.
• Use internal links to guide users to detailed pages when necessary (e.g., return policy or sizing guide).
• Add a search bar if your FAQ section is extensive, to help users quickly find answers.
• Test the FAQ page on mobile devices to ensure it’s user-friendly and accessible.

Source: 25 Best Examples Of Effective FAQ Pages

For example, you can provide your e-commerce store’s delivery lead time for an order. If you have this question covered in your FAQ page, potential customers will be able to find out and see if they are comfortable with your delivery lead time before placing an order, and will not need to contact your support team.

4. Leverage Customer Service Tools

According to the PwC Future of Customer Experience Survey 2017/18, one-third of those surveyed said they would stop doing business with a brand they loved after just one negative experience.

The same survey also found that customer experience was the third most important factor when it came to their purchasing decisions (after price and product quality).
Hence, it cannot be denied that providing prompt and excellent support can help you build your online store’s reputation as well as its level of trust among potential customers. Here are some actionable ways you can do this.

Provide Customer Support Through Multiple Channels

Make it easy for customers to reach out. They might want to contact you through various avenues.
Action Steps:

• Set up a live chat feature on your website to assist customers in real-time.
• Offer support via email for detailed inquiries or order issues.
• Provide a dedicated customer service phone line for urgent concerns.
• Monitor and respond to customer messages on social media platforms like Facebook and Instagram.
• Use a ticketing system to manage and prioritise customer inquiries efficiently.
• Ensure all support channels are visible and easy to access on your website.

Train your customer support team

Build a customer service team that is knowledgeable and helpful. For instance, keep them regularly updated on the specifications of your new products so that they are equipped with the knowledge to answer your customers’ questions.

Action Steps:

• Develop a clear onboarding process for new support team members.
• Provide regular training sessions on product knowledge and updates.
• Teach effective communication skills, including active listening and empathy.
• Train staff to handle common customer objections and complaints professionally.
• Use role-playing scenarios to prepare for real-life customer interactions.
• Encourage the use of positive language and solution-focused responses.
• Ensure team members are familiar with company policies and procedures.
• Monitor support performance and offer constructive feedback regularly.
• Invest in tools or software that support faster and more accurate service.
• Promote a customer-first mindset throughout the entire team.

Offer after-sales reassurance

Provide after-sales reassurances such as sending your customers a confirmation email, an order tracking ID, and SMS alerts when you have shipped the package.
Action Steps:

• Send a confirmation email immediately after purchase with order details and expected delivery date.
• Provide tracking information and regular updates on shipping status.
• Include a thank-you message or personalised note to show appreciation.
• Follow up with a post-purchase email to ensure customer satisfaction and invite feedback.
• Offer easy access to return or exchange instructions.
• Display customer support contact details for any post-sale concerns.
• Consider adding a short how-to guide or care instructions for the product.
• Provide warranty information or guarantees to reinforce confidence.

It will make your customers feel confident that their purchases are in good hands after doing business with your e-commerce store

Use AI Chatbots for Instant Support

AI-powered chatbots are becoming a trusted support tool for many e-commerce businesses. These bots provide 24/7 assistance, reduce response time, and can resolve common issues without human intervention—all of which reinforce reliability.

Action Steps:

• Integrate a chatbot with your CRM or helpdesk system.
• Train the bot to answer common queries and redirect complex issues to humans.
• Use friendly, conversational tone to enhance user experience.
• Regularly update chatbot scripts to reflect new policies or FAQs.

Support and engage with your customers on social media

A great way to build trust in an e-commerce store is by engaging with customers on social media. As consumers are highly active on social media nowadays, it has become an important channel to respond to customer queries or complaints promptly and professionally.

Action Steps:

• Respond promptly to customer comments, messages, and mentions.
• Acknowledge and thank users who tag or share your products.
• Use polls, questions, and interactive features to encourage engagement.
• Monitor social media channels for feedback, reviews, or complaints.
• Share user-generated content to build community and trust.
• Address negative comments politely and offer solutions publicly or in DMs.
• Host live Q&A sessions or product demos to interact in real time.
• Regularly ask for feedback and implement suggestions when possible.
• Personalise your responses to show genuine interest and care.

Brands that are successful on social media know how to do social media listening and engage their followers. This includes answering questions, sharing content, and participating in conversations.
When potential customers see that you are consistently there to listen to your audience and provide good customer service on social media, it will increase the level of trust they have in your e-commerce business.

5. Show Real-Time Activity (Urgency and Validation)

Displaying real-time actions on your website like recent purchases, limited stock alerts, or how many people are viewing a product creates a sense of urgency and social validation. These cues reassure potential buyers that others are actively engaging with your store, which can increase their confidence and encourage quicker decisions. It’s a subtle but powerful way to build trust and drive conversions by leveraging the psychology of FOMO (fear of missing out) and social proof.

People trust what other people are doing. Real-time indicators like “X people are viewing this” or “Just purchased” help establish trust and encourage purchases.

Action Step:

• Use apps or plugins that show real-time purchases or activity.
• Add urgency elements like “Only 3 left in stock!”
• Combine real-time activity displays with personalised product recommendations using AI to improve trust and engagement.

6. Pay Attention to Your E-commerce Website Design and User Experience (UX)

An aesthetically pleasing website can go a long way in earning the trust of target customers. According to a study by Adobe, 65% of people surveyed want content to display well on the device they are using. 54% want the layout and images to be well designed.

Another interesting statistic showed that 38% of people will stop engaging with a website if the content/layout is unattractive, and 48% of people cited a website’s design as the number one factor in deciding the credibility of a business.

UX is also important for an E-commerce website. When visitors can navigate through your website easily, they’ll be more likely to find what they want and consequently make a purchase. Therefore, don’t underestimate the importance of E-commerce customer experience.

Action Steps:

• Ensure your website loads quickly to reduce bounce rates.
• Use a clean, modern layout that reflects your brand identity.
• Make navigation intuitive with clear menus and product categories.
• Optimise your site for mobile devices and tablets.
• Use readable fonts and consistent color schemes.
• Highlight call-to-action buttons clearly (e.g., “Add to Cart”, “Checkout”).
• Minimise the number of steps in the checkout process.
• Test your website regularly for broken links or bugs.
• Include a search bar to help users find products faster.
• Make product pages easy to scan with bullet points, tabs, and images.
• Ensure your website meets WCAG 2.2 accessibility standards, including screen reader compatibility, colour contrast, and keyboard navigation.

7. Protect Your Customers’ Data and Privacy

With data theft becoming increasingly prevalent nowadays, it is important to ensure that the data you collect from your customers is secure. Use HTTPS encryption to secure all website traffic.

Action Steps:

• Install and maintain an SSL certificate to protect sensitive information.
• Collect only the customer data you truly need.
• Store personal and payment information using secure, encrypted databases.
• Regularly update your website, plugins, and software to patch security vulnerabilities.
• Display a clear and accessible privacy policy explaining how customer data is used and protected.
• Comply with data protection laws such as GDPR or CCPA, depending on your region.
• Limit employee access to sensitive customer information.
• Use strong password policies and two-factor authentication for admin accounts.
• Notify customers promptly in the event of any data breach or suspicious activity.

In 2025, data protection goes beyond compliance. Shoppers want control over their data. Brands are now leveraging zero-party data (data that users willingly provide, like preferences via quizzes) as a privacy-conscious way to personalise experiences.

You can also include a “Privacy Preferences” centre so users can manage what they share.

Emerging Trust Signals in 2025

Consumer expectations continue to evolve. In 2025, trust goes beyond secure checkouts and refund policies. Shoppers also evaluate:

• Privacy Preferences: Offer a consent management tool or privacy preference centre so customers can control what data they share.
• AI-Generated Scams Awareness: Be transparent about how AI is used on your site (e.g., chatbot disclaimers, non-AI product descriptions).
• Sustainability & Ethics: Highlight carbon-neutral shipping options, ethical sourcing, or eco-packaging as part of your trust strategy.

You can also make these values visible in your homepage banners, About Us page, and product descriptions to demonstrate transparency and alignment with shopper values.

Quick Trust-Building Checklist for Your E-commerce Store

In today’s competitive e-commerce landscape, trust is everything. Shoppers won’t hesitate to abandon a cart or skip your store entirely if something feels off. That’s why building credibility isn’t just important, it’s essential. Whether you’re just starting out or looking to optimize your existing store, this quick checklist will help you identify the key trust signals that reassure visitors and convert them into loyal customers. Use it as a guide to strengthen your brand’s reputation and deliver a safe, professional, and welcoming shopping experience.