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New data from VTEX underscores a growing crisis in consumer trust and why retailers must act now to stay competitive
NEW YORK, May 07, 2025--(BUSINESS WIRE)--As U.S. families grapple with ongoing economic uncertainty and rising costs from tariffs and added fees, new consumer data from VTEX (NYSE: VTEX), the global commerce platform powering enterprise brands, reveals a staggering 82% of Americans say clear pricing and no hidden fees are essential to reducing stress and improving the shopping experience.
The findings, based on a national survey of more than 1,000 U.S. adults in April 2025, also show that more than one in three consumers say they feel frustrated when encountering unexpected fees, and 20% immediately abandon their cart at checkout.
The findings expose a widening credibility gap, as brands increasingly pass tariff costs onto consumers through vague or last-minute fees. It also could risk the potential of tariffs and inflation-related fees becoming a catch-all for hidden charges, fueling further disconnect between what shoppers expect and what brands deliver.
"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."
Tariffs Trigger Behavior Shifts and Brands Are Losing Loyalty
In the survey, 73% of respondents reported switching brands or buying less due to higher prices, and 26% cited emotional stress and anxiety around spending as key drivers for pivoting from their preferred brand. These behavioral cues are a wake-up call for brands still treating pricing strategy and checkout experience as back-end concerns. Today’s shoppers are not only price-sensitive, they are transparency-sensitive and that’s affecting loyalty, conversion, and long-term brand perception.
A Unified Approach to a Fragmented Market
Tariffs and supply chain volatility aren’t going away, but how brands respond is within their control. VTEX emphasizes that a pragmatic, unified commerce foundation enables retailers to manage these external pressures proactively, not reactively.
In a high-friction economy, simplification isn’t just operational, it’s strategic.
"At VTEX, we believe technology should serve business goals, not complicate them," added Gomide de Faria. "That’s why we’ve moved beyond over-composed, complex commerce architectures and are focused on working with retailers to build for their needs while ensuring a scalable platform doesn’t just lower the total cost of ownership, it builds confidence with every transaction."