Trust and friction in e-commerce

Factors that build trust online: security, payments and logistics

Despite the growth of e-commerce, trust remains the fundamental currency.

For a digital user to complete a purchase, they must feel absolute security in three pillars: protection of their financial data, clarity in return policies and reliable shipping.

Platforms must show full transparency on costs, offer recognized payment methods and allow detailed real-time tracking of the package.

Uncertainty about "will my order arrive?" or "what if it doesn't fit?" are major frictions that must be eliminated through explicit guarantees and efficient reverse logistics systems.

Psychological barriers in digital shopping and how to reduce them

The online consumer faces psychological barriers derived from the lack of physical contact with the product and the depersonalization of the sale. To mitigate this, it is crucial to humanize the digital experience.

This involves offering detailed descriptions, high-quality images and, above all, social proof that validates quality.

Moreover, "loyalty" in the digital environment is fragile and is not based on brand recognition, but on the quality of the service and product received.

If the user experience (UX) is seamless and the product delivers what is promised on screen, anxiety is reduced and repetition is encouraged; otherwise, the barrier of distrust is raised, preventing future interactions.

The importance of relationship management (social CRM)

Customer relationship management has evolved from a static, one-way approach to a dynamic "Social CRM".

In this new model, the goal is not just to control a sales database, but to build lasting, two-way relationships based on constant interaction through digital platforms.

It seeks to engage the customer in a conversation, understand their individual preferences and offer mutual benefits.

Tools such as chatbots and social media attention allow companies to be present where the consum