In the fast-paced world of e-commerce, building customer trust is a vital piece of the puzzle for retailers. Unlike brick-and-mortar stores, online businesses face the challenge of establishing credibility without the advantage of physical presence. However, in 2023, there’s an untapped resource right at your fingertips that can elevate your brand’s reputation and generate “free” marketing—your existing customers!

It’s no secret that customers trust other customers. It’s the reason platforms like eBay emphasize seller ratings and businesses strive to manage their online reputation. People want to hear about others’ experiences before making purchasing decisions. So, how can you leverage this powerful customer trust? Here are some fresh ideas:


Embrace product reviews.

By enabling and encouraging customer reviews, you empower potential buyers with real-life feedback about your products. Authentic reviews are essential, but here’s an interesting twist: according to a recent study by the Harvard Business Review, even negative reviews can actually boost sales. So, don’t shy away from seeking your customers’ opinions and experiences!

Highlight glowing testimonials. 

While some marketers may consider this approach cheesy, showcasing your top customer feedback on relevant pages of your website can be incredibly effective. Has someone praised your lightning-fast shipping? Feature their comments on the FAQ or returns page. Did a customer find the perfect gift thanks to your personalized recommendations? Put their words on the Contact Us page. Heartwarming testimonials sell!

Amplify your social media prowess. 

If you’ve built a strong following on platforms like Facebook, Instagram, and/or Twitter, leverage it to your advantage. A substantial social media network not only triggers the “herd mentality” (if so many people like it, I will too!), but it also builds trust and adds legitimacy to your brand in the eyes of potential customers. Consider displaying a dynamic social media bar on all your main website pages, showcasing your current follower count and enabling new customers to engage with your brand without leaving your site.


Of course, there are other important elements to consider, such as verification and security seals, a transparent security policy, and more. However, when it comes to winning over new customers in 2023, the key to success lies within the data you collect from your existing fans, both positive and negative. Embrace the power of social proof, adapt to the evolving landscape, and let your customers become your most compelling advocates. Get out there and watch the magic happen!