Trust key to converting online browsers into buyers, study finds

South African retailers have an opportunity to convert more online browsers into buyers by building consumer trust at every stage of the shopping journey, from product discovery to payment and delivery, according to the Online Retail in South Africa 2026 study.

The research, produced by World Wide Worx in partnership with Mastercard, Peach Payments and Ask Afrika, found that while 79.1% of South African adults regularly browse the web, only 34.2% buy goods online.

“Bridging the gap between browsing and buying depends on merchants building consumer confidence throughout the shopping journey, from discovery and checkout to the final delivery. Getting that right is the single biggest opportunity left in South African retail,” says Arthur Goldstuck, MD of World Wide Worx.

Reviews outweigh traditional advertising

Building trust begins with product discovery, particularly when consumers encounter unfamiliar brands or products.

According to Reece Meyer, co-founder of digital agency and content creator network Ace Labs, consumers increasingly seek validation from people and sources they trust before committing to a purchase.

The study found that customer reviews and promotions account for 55.3% of the strongest purchase influences, compared with just 5.4% for traditional brand advertising.

“Shoppers are moving away from traditional ad paths. Discovery has become much more trust-led. Consumers look for validation from reviews, recommendations and people they identify with before they commit to an unfamiliar product or brand,” Meyer says.

Checkout confidence matters

Even when consumers decide to buy, an unfamiliar or inconvenient payment process can lead to abandoned shopping carts.

Rahul Jain, CEO and co-founder of Peach Payments, says offering a range of recognised payment methods, including digital wallets such as Apple Pay, can help reduce hesitation at checkout.

“When consumers have recognised payment choices, including digital wallets like Apple Pay, and a checkout experience they understand, it removes one more reason to abandon the purchase,” Jain says.

Familiar payment options can give consumers greater confidence to complete transactions, making checkout an important part of the conversion process.

Delivery remains a barrier

Delivery is another critical factor in the online shopping experience, particularly for consumers outside major urban centres. High shipping fees and minimum-order requirements can make smaller purchases uneconomical, limiting the reach of online retail.

Sahil Affriya, founder and CEO of multi-courier logistics platform Shiprazor, says affordable and reliable delivery will be essential to expanding ecommerce beyond major metropolitan areas.

The study found that 92.4% of local retailers would switch courier partners to secure lower delivery rates.

Consumers, meanwhile, prioritise delivery reliability (87.9%), speed (85.4%), helpful customer support (83.8%) and clear shipment tracking (80.3%).

“For many consumers, delivery is where trust is ultimately won or lost. High shipping costs can make smaller orders unviable, but price isn’t the only factor. Merchants need to give customers reliable delivery, clear tracking, and confidence that their order will arrive as promised,” Affriya says.

“When they get that right, delivery becomes a reason to buy again, rather than a barrier to the first purchase.”

Goldstuck says retailers that build confidence across both digital and physical touchpoints can help turn widespread internet access into greater participation in online shopping.

“Merchants who build trust in both the digital and physical worlds can help turn connectivity into participation,” he says, “and give more consumers the confidence to transact.”