Why Trust at Checkout is Crucial for Australian Shoppers

Australian consumers are emerging as some of the most trusting digital shoppers globally but with a clear caveat: trust hinges on the checkout experience.

A new report, Trust in Australia’s Digital Economy 2025, published by global digital payments provider Checkout.com, highlights how critical the payment process has become for businesses operating in one of the world’s most digitally mature markets.

Based on a comprehensive YouGov survey of over 18,000 consumers worldwide and transaction data from Checkout.com’s global payments network, the research places Australia at the top of Checkout.com’s Digital Economy Trust Index among English-speaking countries.

The Index evaluates how confident consumers feel when transacting online, covering everything from data sharing and digital wallets to AI, biometrics and new payment technologies.

The leadership position in digital trust reflects Australia’s status as a mature digital economy. However, the report highlights that trust here is far from unconditional. It is shaped by high consumer expectations for performance, security and simplicity.

Friction at checkout leads to erosion of trust

Despite high overall trust levels, the research reveals how fragile consumer confidence can be. Almost one in three Australians—29.76%—say a slow or complicated checkout process reduces their trust and loyalty.

Alarmingly, 44.5% report that doubts about payment security actively erode their confidence when shopping online.

Inconvenience plays a role. The absence of an easy returns process discourages 33.8% of Australian consumers, while 41% lose trust when their preferred payment method isn’t available.

Monique Biady, Head of Commercial for Australia at Checkout.com, explained the significance of these findings for B2B stakeholders in the digital payments ecosystem.

“This is one of the most digitally mature and mobile-led markets in the world, but also one of the most cautious,” Monique said.
“A friction-free, secure checkout experience is essential. Consumers expect performance, security and transparency at every step. When that expectation isn’t met, they simply walk away.”

Mobile-first behaviours drive higher standards

Australian consumers, particularly younger generations, are setting the bar high when it comes to online and mobile engagement. Among Gen Z shoppers, 44% compare prices online while shopping in physical stores.

In total, 36% of Australians now use their phones in-store for price comparisons, while over half—54%—cite online reviews as a strong influence on their buying decisions.

For businesses offering payment technology, this signals a need to support seamless omnichannel experiences. The ability to enable consistent, secure and fast transactions across both online and offline touchpoints is now a core component of building trust.

Shifting values: from sustainability to scepticism

The report points to a change in purchasing values across demographics. Among Gen X Australians, 45% now regularly buy second-hand goods, a figure well above the global average of 26%. The shift highlights a growing consumer focus on sustainability and participation in the circular economy.

In contrast, engagement with the gig economy remains comparatively low. Only 23% of Australians report earning income via digital platforms, compared to 58% in Brazil and 50% in China. The result suggests a more conservative approach to new digital economic models, further underlining the cautious nature of Australian digital consumers.

Australian consumers, particularly younger generations, are setting the bar high when it comes to online and mobile engagement.

Among Gen Z shoppers, 44% compare prices online while shopping in physical stores. In total, 36% of Australians now use their phones in-store for price comparisons, while over half—54%—cite online reviews as a strong influence on their buying decisions.

For businesses offering payment technology, this signals a need to support seamless omnichannel experiences.

The ability to enable consistent, secure and fast transactions across both online and offline touchpoints is now a core component of building trust.

Embedding trust as a commercial imperative

For businesses in the telecommunications and payments sectors, the implications are clear. As Monique noted, companies that fail to deliver a consistent and trustworthy payment experience risk not only immediate revenue loss but also long-term damage to brand loyalty.

“As digital expectations continue to rise, trust is a deciding factor at checkout,” she said.
“For Australian consumers, the payment experience is where confidence is won or lost.

"Businesses that embed trust into every transaction, through reliability, security and transparency, will not only meet rising consumer expectations, but also future-proof their position in a rapidly evolving digital economy.”

Future-proofing through checkout excellence

Australian consumers may be among the most digitally confident globally, but their trust must be earned, particularly at the point of transaction.

For B2B service providers, particularly those operating in telecommunications and payment technologies, the message is unequivocal: delivering a secure, streamlined and transparent checkout experience is no longer optional. It is the cornerstone of building sustainable trust and long-term commercial success in Australia’s digital-first economy.