G2A Group and Juniper Research published the ‘Trust in Digital Commerce’ report.
According to the companies, the findings highlight the “Trust Advantage”, a measurable growth opportunity for digital marketplaces that aligns consumer expectations with robust security infrastructure.
Survey
Based on a survey of over 9,000 respondents from nine countries including the US, UK, Canada, Germany, France, Italy, Spain, Poland and Brazil, the report shows that trust is a primary driver of commerce growth, not just a risk-management issue.
It explores how consumer attitudes toward security, payment methods and new technologies are reshaping digital commerce.
Marketplaces outperform direct brand purchases
The companies explained that the report identifies a clear “Trust Advantage” for platforms that prioritise security.
Consumers expect safe transactions and data shows marketplaces outperform direct brand purchases in every country surveyed, not only in price and convenience but also in perceived trustworthiness.
As digital commerce grows more complex, marketplaces are evolving beyond transactional roles and becoming integral to the trust infrastructure of the online economy.
The most trusted security feature
The report finds a strong link between payment methods and consumer confidence.
60% of respondents cited trusted digital wallets as the main factor in establishing trust, ranking this above multi-factor authentication and transparent privacy policies.
According to the companies findings, digital wallets are now the preferred payment method in Germany, Poland and Italy, reflecting a broader shift motivated by security.
32% of respondents choose their payment method specifically to avoid sharing financial details with merchants.
For marketplaces, integrating locally preferred wallets can increase consumer confidence and drive purchase completion.
Security expectations
The report shows that 50% of respondents globally believe e-commerce platforms are most responsible for security, while 30% assign this responsibility to banks and payment providers.
Only 20% see themselves as primarily responsible.
Rather than framing this as a liability, the report suggests that consumers’ willingness to delegate security to trusted platforms is a competitive advantage for marketplaces with strong trust infrastructure.
Results also indicate a growing expectation that platforms and financial institutions should absorb fraud risk, even as scams increasingly target human behaviour.
Agentic Commerce
Some consumers are becoming more comfortable with AI, but others are still hesitant about AI making purchasing decisions.
The company highlighted that trust in AI scored above average overall (6 out of 10), but respondents expressed discomfort with AI agents buying products or services for them.
The main concerns were lack of human control and data privacy, suggesting that unfamiliarity, rather than negative experience, drives scepticism.
These varied responses suggest that agentic commerce will not be adopted uniformly.
Trust, transparency and user control will determine which platforms gain a competitive advantage as adoption accelerates in the coming years.
G2A Summit
The report was officially launched at G2A’s exclusive summit “The Trust Algorithm: Securing the Future of Digital Commerce in the Age of Agentic AI”, where industry experts from companies including Microsoft, Google, Mastercard, Akamai, Checkout.com, Forter, Allegro Pay, LSEG and many others discussed the evolving role of trust, security and AI in the future of digital commerce.
Security remains one of G2A’s key priorities.
The company said that its internal cyber-defense team continuously develops and strengthens its security systems, including AI-supported solutions, while external partners provide additional tools to protect users throughout their entire experience.
By allowing only verified business sellers on the platform, alongside a rigorous 48-business-seller verification procedure and a 25% approval rate, G2A demonstrated its commitment to transparency, trust and the security of its global community of over 35 million users.
