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Make Trust Pay: Why Online Checkouts Are Failing the Trust Test

Fraud

Payments

Fraud prevention innovation

Burbank Software Ltd

Apr 09, 2026

Reports

Trust is now deciding who wins at the online checkout - not speed.

Our latest study with YouGov shows just how fragile confidence in UK ecommerce has become, with over half of surveyed shoppers abandoning their basket because the checkout experience did not feel safe, and 59% refusing to pay on websites they did not recognise.

A clear pattern is emerging: People are more likely to complete payment when the experience feels as safe and familiar as tapping their card in store, not just because it is faster.

In our latest article, we dive deeper into the findings from Burbank’s new report, Make Trust Pay, and show how visible security and familiar payment technologies can turn trust into higher conversion.

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