82% of U.S. Shoppers Demand Transparent Pricing: Why Retailers Must Prioritize Clarity to Build Trust and Drive Sales
In today’s uncertain economic climate, where tariffs, inflation, and hidden fees are reshaping consumer expectations, retailers face a growing trust crisis. New data from VTEX (NYSE: VTEX), the global commerce platform powering enterprise brands, reveals that 82% of U.S. shoppers prioritize clear pricing and no hidden fees as essential to reducing stress and improving their shopping experience. This underscores an urgent need for retailers to rethink how they communicate costs and build trust with customers.
The findings, based on a national survey of over 1,000 U.S. adults conducted in April 2025 by Dynata, highlight the emotional toll of unexpected fees on consumers. More than one-third of respondents reported feeling frustrated when encountering surprise charges at checkout, while 20% admitted to abandoning their carts entirely. These numbers paint a troubling picture for brands that fail to address this issue—transparency isn’t just a nice-to-have; it’s now a business imperative.
The Growing Credibility Gap Between Consumers and Brands
Hidden fees and last-minute charges aren’t just inconveniences—they’re eroding consumer trust. With ongoing supply chain disruptions and rising tariff costs, many brands have resorted to passing these expenses onto customers through vague or delayed disclosures. However, this approach risks alienating shoppers who value honesty and upfront communication.
Mariano Gomide de Faria, Founder and Co-CEO of VTEX, explains, “We’re at a critical juncture for retail. Tariffs and supply-side pressures are no longer looming threats—they’re the new normal. Brands that obscure costs or spring them on customers at checkout are eroding trust. In this environment, agility, visibility, and transparency are non-negotiable.”
The credibility gap is widening, and its impact goes beyond immediate sales. According to the survey, 73% of respondents said they’ve switched brands or reduced purchases due to higher prices, citing emotional stress and anxiety about spending as key factors. For retailers still treating pricing strategy and checkout experiences as secondary concerns, this should serve as a wake-up call. Transparency-sensitive shoppers are redefining loyalty, conversion rates, and long-term brand perception.
Behavioral Shifts Driven by Economic Uncertainty
Tariffs and inflation-related fees are reshaping consumer behavior. Nearly 26% of respondents cited financial stress as a reason for pivoting away from their preferred brands. This shift highlights the importance of aligning pricing strategies with customer expectations. When shoppers feel blindsided by additional costs, they’re more likely to abandon their carts—or worse, turn to competitors offering clearer terms.
Retailers must recognize that simplification isn’t merely operational; it’s strategic. A seamless, transparent checkout process can make all the difference in converting browsers into buyers. But achieving this requires a unified approach to commerce infrastructure—one that empowers retailers to manage external pressures proactively rather than reactively.
Building Trust Through Unified Commerce Solutions
To address these challenges, VTEX advocates for leveraging technology to simplify the shopping journey. By adopting a unified commerce foundation, retailers can centralize inventory management, fulfillment processes, and promotional campaigns. This not only reduces complexity but also ensures consistent messaging across digital and physical touchpoints.
“Technology should serve business goals, not complicate them,” says Gomide de Faria. “At VTEX, we focus on creating scalable platforms that lower total cost of ownership while building confidence with every transaction.” For instance, labeling tariffs and fees proactively helps build trust instead of resentment. It reassures customers that what they see is what they’ll pay, fostering goodwill and repeat business.
Actionable Steps for Retailers to Win Back Consumer Trust
Based on the survey findings, here are actionable steps retailers can take to meet evolving consumer demands:
- Reinvest in Pricing Clarity: Ensure that all costs, including tariffs and fees, are disclosed upfront. Whether online or in-store, clarity should be a priority throughout the shopper’s journey.
- Optimize Cart and Checkout Flows: Design intuitive interfaces that highlight visible pricing breakdowns. Eliminate surprises by displaying all potential charges before the final purchase step.
- Adopt Unified Commerce Infrastructure: Centralize operations to streamline inventory, fulfillment, and promotions. A cohesive system ensures consistency and enhances the overall customer experience.
- Proactively Label Fees: Clearly explain why certain fees exist and how they benefit the customer. Transparency builds trust and minimizes frustration.
These measures aren’t optional—they’re necessary for staying competitive in a high-friction economy. As the survey shows, nearly 1 in 5 shoppers will abandon a purchase if confronted with unexpected fees. Retailers simply can’t afford to let pricing complexity become a conversion killer.
