New research from G2A and Juniper Research suggests marketplaces investing in trust infrastructure and security are gaining a competitive advantage as consumers prioritise safe transactions and trusted payment methods.
G2A Group and Juniper Research have published the Trust in Digital Commerce report highlighting the Trust Advantage – a measurable growth opportunity for digital marketplaces that aligns consumer expectations with robust security infrastructure.
Based on a survey of more than 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 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.
Payment wallets are the most trusted security feature
The report finds a strong link between payment methods and consumer confidence. Sixty per cent of respondents cited trusted digital wallets as the main factor in establishing trust, ranking this above multi-factor authentication and transparent privacy policies.
Digital wallets are now the preferred payment method in Germany, Poland and Italy, reflecting a broader shift motivated by security. Thirty-two per cent 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.
Platforms take the lead on 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.
Shifting the skepticism on agentic commerce
Some consumers are becoming more comfortable with AI, but others are still hesitant about AI making purchasing decisions. 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 skepticism.
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.
Security remains one of G2A’s key priorities. The company’s internal cyber defence 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 demonstrates its commitment to transparency, trust and the security of its global community of more than 35 million users.
