Study Finds That AI is Eroding Ecommerce Shoppers’ Trust

Artificial intelligence is changing the way people shop online. Businesses are using AI to improve customer service, create product descriptions, recommend products, and automate many parts of ecommerce. While these tools can make shopping more convenient, a new study suggests that AI is also creating new concerns for consumers.

As AI becomes more common, many shoppers are finding it harder to know which online stores and product information they can trust.

According to TrustedSite’s 2026 State of Ecommerce Trust report, trust has become a major issue in online shopping. The survey, which included 1,295 consumers in the United States, found that concerns about AI-related threats are extremely high. More than 90% of respondents said they are worried about various forms of AI-driven fraud and deception.

One of the biggest concerns is the rise of fake businesses created using AI-generated content. The study found that 94% of shoppers are worried about this threat. AI tools can quickly create professional-looking websites, product descriptions, and marketing materials, making it easier for dishonest operators to appear legitimate. As a result, consumers are becoming more cautious when shopping on unfamiliar websites.

Another major concern involves phishing scams. About 93% of survey participants said they worry about AI-generated emails that impersonate trusted retailers. These messages can look highly convincing and may trick consumers into sharing personal information or financial details.

In addition, 91% of respondents expressed concern about fake product reviews generated by AI. Since many shoppers rely on reviews before making purchases, fake feedback can make it difficult to judge the quality and reliability of products.

The study also found that concerns about business legitimacy are causing many shoppers to abandon their purchases. More than half of respondents said they had left a website without completing a purchase because they doubted whether the business was genuine. In fact, concerns about legitimacy now rank higher than worries about credit card security.

To overcome these trust issues, consumers are increasingly looking for clear signs that a website is safe and legitimate. The report found that third-party trust badges play an important role in building confidence. Many shoppers said they are more likely to trust and buy from websites that display recognized verification badges.

Consumers also value proof that their personal information is protected and that a company’s contact details have been verified.

The findings show that AI is creating new challenges for online retailers. While the technology offers many benefits, it is also making shoppers more cautious. Businesses that want to succeed will need to focus on transparency, security, and trust. In an online world where AI can blur the line between real and fake, earning consumer confidence may become more important than ever.

This survey is likely to give ecommerce giants like Alibaba Group Holding Ltd. (NYSE: BABA) plenty to think about as they seek to buttress their platforms against the emerging threats posed by AI.

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