New VTEX report reveals that 82% of Americans consider clear pricing and no hidden fees essential to a less stressful and more satisfying shopping experience.
The survey, with over 1,000 U.S. adults, highlights how hidden charges and unclear fees erode consumer trust. Over one-third of respondents reported frustration when surprised by unexpected costs during checkout, and 20% said they immediately abandoned their cart when fees appeared at the last moment.
“We’re at a critical juncture for retail,” said Mariano Gomide de Faria, founder and co-CEO of VTEX. “Tariffs and supply-side pressures are no longer looming threats; they’re the new normal. The brands that obscure those costs or spring them on customers at checkout are eroding trust. In this environment, agility, visibility, and transparency are non-negotiable. Retailers need to build experiences that feel like clarity and control is in the customer’s hands.”
These findings reflect a growing disconnect between brands and buyers, especially as more companies pass along tariff-related costs in vague or last-minute ways. There’s a mounting risk that tariffs and inflation-linked surcharges are being used as a blanket excuse for price increases, creating confusion and weakening brand credibility.
Tariff costs are driving customers away
- The ripple effects of pricing complexity are evident in shifting consumer behaviour:
- 73% of consumers have switched brands or reduced spending due to rising prices.
- 26% say pricing stress is fuelling anxiety, leading them to walk away from once-preferred brands.
This isn’t just about economics—it’s emotional. Consumers crave transparency and simplicity, and loyalty suffers when those expectations aren’t met.
What retailers must do now
As brands navigate the current supply chain disruptions and volatile global trade policies, VTEX highlights the need for a unified commerce strategy—one that puts visibility and consistency at the centre of customer experience.
To win in this high-friction market, VTEX urges retailers to take the following actions:
- Ensure transparent pricing across online and offline channels
- Rebuild checkout processes to eliminate surprise charges
- Centralise systems for inventory, fulfilment, and promotions
- Clearly label fees and tariffs upfront to build trust
Having 1 in 5 shoppers abandon a purchase over hidden fees shows that complexity isn’t just a nuisance—it’s a conversion killer. The brands that streamline, communicate clearly, and adapt proactively will be the ones that earn lasting customer loyalty.