August 26, 2025
Survey Finds Hidden Costs Are Retail’s Fastest Way to Lose Customers
If there’s one thing guaranteed to make U.S. shoppers walk away, it’s hidden costs. According to Akeneo’s 2025 B2C Survey, around 60% of Americans say they’ve abandoned purchases after discovering unclear or misleading pricing, making surprise fees and vague charges the fastest way for retailers to lose business.
The survey of 1,800 consumers across eight countries shows that pricing transparency is a make-or-break issue in the U.S., far more so than in Europe. The finding reveals how directly product information influences whether shoppers complete a purchase, return an item, or look elsewhere.
The report also uncovers frustration with the overall quality of product data. Thirty percent of Americans say product descriptions don’t provide enough detail, more than double the number who said the same two years ago. Forty percent admitted they returned items last year because the information provided didn’t match reality. Only 39% believe online descriptions consistently contain what they need to feel confident buying.
Social Proof Plays a Crucial Role
Social media is proving more persuasive than brand messaging. Almost 60% of U.S. consumers have bought products based on influencer or expert recommendations, while peer reviews carry even more weight: 70% say they’re more likely to buy fashion items if other shoppers recommend them. Beauty, skincare, and health products are particularly influenced by social proof, with almost half of category buyers swayed by influencer demonstrations.
Romain Fouache, CEO of Akeneo, said: “With near ubiquitous use of social media and smartphones, consumers are everywhere and can be easily reached and influenced, but that doesn’t mean they’re loyal yet. Clear pricing, reliable product information, and influencer recommendations matter to consumers now more than ever. Brands must deliver a seamless and authentic experience at every touchpoint. The path to loyalty and personalisation starts with keeping product information and experiences at the crux.”
Fifty-seven percent say it would make them loyal to a brand, while 48% are willing to pay an average of 28% more for a personalised experience. Beyond that, consumers are putting a price on trust: they’d pay 25–30% more for reliable, high-quality product information, an increase of 18% since 2023.
