Online commerce has never moved faster or felt more complex, yet the moment customers are asked to pay has never felt more vulnerable.
​New research from Burbank and YouGov captures this shift in Make Trust Pay, a report that shows shoppers are no longer abandoning carts because of price or convenience. They are abandoning because the checkout does not feel safe.
The findings reveal the scale of the trust gap and the opportunity it creates. They show how fear of fraud is shaping behaviour, where different generations feel vulnerable, and why familiar, visible security cues are now the strongest driver of completion.
For merchants, banks and product teams, the report outlines what this moment demands and how rebuilding trust at the point of payment can unlock meaningful gains in conversion, confidence and inclusion.
The report covers
The trust crisis at checkout
Fraud fear is rising across every age group, and only a small fraction of shoppers feel comfortable entering card details online. The moment of payment is now the biggest source of hesitation, and the biggest opportunity to rebuild confidence.
Digital natives and digital doubters
Younger consumers move quickly. Older consumers hold the spending power. Both experience trust gaps that suppress conversion. The report breaks down how to design for both sides.
The abandonment economy
More than half of UK shoppers have abandoned a purchase because the checkout felt unsafe. This section unpacks the hidden cost of mistrust and the commercial upside of fixing it.
Appetite for safer, simpler alternatives
Customers are ready for better. More than half say they would feel safer with a tap and PIN experience online. This is a clear signal for what comes next.
Who this report is for​
Merchants
Looking to lift conversion without adding friction or cost.​
Banks and payment providers
Seeking to modernise risk, strengthen customer experience and reduce fraud.
Product and UX teams
Ready to design payment experiences that feel safe, simple and trusted.
Anyone building the future of digital payments
Because trust is now the real competitive edge.
Download the report
Make Trust Pay is essential reading for leaders who want to turn trust into growth.
Unlock the full findings, charts and recommendations.
