eCommerce, otherwise known as online shopping, grew around 19% in 2020 reaching a value of some GBP 78.9 billion, according to a report from Edge Retail Insight. More and more people are turning to digital solutions when it comes to purchasing. From shopping for clothes and groceries to taking out a mortgage or insurance policy and investing – everything can be done online these days.

But as the public shifts towards online shopping, there are of course concerns around trust. Those that are new to eCommerce may not know how to verify brands and products and may also be dubious of some kinds of services offered online. So, how are consumers building trust in a digitised world and how can companies help to increase it?

Online Review Sites

One of the main ways consumers are increasing their confidence in online service providers is by checking out review sites before buying or signing up. That’s why people look for sources to buy Yelp reviews or other social networking sites reviews. This gives them a unique perspective on other buying experiences, both positive and negative. Furthermore, it creates trust as it demonstrates that others have purchased the product and that it’s unlikely to be a scam. Review sites are popular for a wide range of different businesses including eCommerce, insurance, mortgages, and even investing. For example, this Trade360 review provides potential investors with detailed information on the company, where they are licensed, different types of trades available, and of course user reviews.

By reviewing this kind of content, potential investors can make a decision based on all the facts. As business owners, engaging customer reviews and ratings are a great way to boost your brand and encourage new clients.

Social Media Research

Before buying a product or service, many potential customers will check 1-3 social media sites of the brand. Globalwebindex reports that social media could influence around 71% of consumer buying decisions. For example, consumers of a clothing or makeup brand will head to Instagram and look at the company page as well as hashtags related to them. They do this with the hope of seeing regular people using the products, giving them a more realistic example of what to expect.

They may also look to Twitter to follow the conversation around the product, with the same being true of Reddit and even Facebook. These channels provide a great way for consumers to see natural discourse around a service which will then either encourage their buying decision or not.

What Companies Can Do to Increase Buyer Confidence

As a company or business owner, there are often things you can do to increase potential customer confidence in your brand. A great place to start is by giving plenty of channels for clients to contact you. Ideally, you should have several social media channels, a phone number, email, postal address, and webchat. If a potential customer can see that you make it very easy to contact them, they will be assured of you, your product, and your honesty.

There may be occasions you get bad reviews. These could be on social media, forums, or review sites. It is not wise to delete these or to respond aggressively or defensively. Instead, be polite and both publicly and behind the scenes address the issue at hand. You cannot stop people trolling or writing untrue things but censoring them or reacting in a non-professional way can make the situation far worse.

2021 is expected to continue the trend of online shopping and purchasing. Understanding how your business is viewed by others and how you can help boost trust will be a key part of your success.

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