A new report from Burbank and YouGov has identified a crucial factor in online sales conversion: trust, not speed, determines success at the checkout. The study, Make Trust Pay, found that more than half of UK shoppers will abandon online purchases due to security fears, while nearly 60% refuse to pay on unfamiliar sites. With payment fraud concerns rising, trust has become the most valuable currency in digital commerce.
This dovetails with findings from the recent RetailX EU1000 report, Checkout as the Universal Touchpoint, which discovered that 50% of shoppers will abandon their online purchase if the checkout process isn’t quick and clear – again highlighting the importance of trust. If shoppers don’t trust the retailer, whether that’s because of an opaque checkout process or security fears, then they will simply abandon their shopping cart.
Security fears drive abandonment
Indeed, the Make Trust Pay study, which surveyed 2,140 UK adults online, identified that security fears are a key driver of abandonment – over 50% of consumers say they have abandoned an online purchase due to security concerns. Nearly 60% refuse to pay on sites they do not recognise – and ease-of-use is also an important factor. 52% find step-heavy ID checks irritating or confusing, and almost half of 45–54-year-olds view pop-up prompts as unsafe.
However, 56% would feel comfortable confirming identity with a PIN when paying online, and 49% of those who abandoned a purchase due to fraud concerns would complete it if checkout mirrored in-store payment options.
Generational divide
The Make Trust Pay report – which was nationally representative by age, gender, region, and social grade – also uncovered a clear generational split. Older shoppers – the ones who hold the greatest spending power – feel least secure online. On the other hand, younger consumers are more open to alternative payment methods, but still expect checkout experiences to be seamless and trustworthy.
However, there was one consistent message across all age groups: online payment security must be simple, visible, and recognisable.
Commenting on the study, Justin Pike, CEO of Burbank, suggests retailers look closely at their checkout process. “Payments are being rewired in real time,” he said. “Embedded analytics, micro-segmentation and generative AI are reshaping risk, and mobile-first behaviour is redefining what ‘good’ looks like at checkout. This isn’t about stats for their own sake, it’s about identifying what’s changing and what meets or beats independent benchmarks.”
The good news for retailers is that the research shows UK shoppers are not resistant to change – they are ready to embrace new online payment processes, provided they feel secure and familiar. A majority said they would be comfortable using a tap-and-PIN process online, suggesting that in-store experiences can successfully translate to digital channels.
“People want online payment experiences that feel as safe and familiar as tapping a card in-store,” Pike added. “To win online, businesses must build the same sense of trust they have long mastered at the counter.”
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