Signal Two in three trust ecommerce on price, ahead of physical stores at 53%

Summary

Capgemini finds ecommerce marketplaces enjoying the highest trust on fair pricing, with two in three consumers, 67 percent, believing they get a fair price there. The report attributes this to comparison tools that have made transparency standard in online marketplaces. Thrift and secondhand stores follow at 63 percent, helped by a sense of discovered value, and discount chains reach 59 percent. Physical stores sit at 53 percent, level with brand websites and apps. Consumers seem to suspect that the effort of comparing prices in person lets sellers charge more.