82% of U.S. Shoppers Demand Price Clarity as Hidden Fees and Tariffs Erode Brand Trust
New data from VTEX underscores a growing crisis in consumer trust and why retailers must act now to stay competitive
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."
And when 1 in 5 shoppers say they'll abandon a purchase over unexpected fees, brands can't afford to let pricing complexity become a conversion killer.
From Hidden Fees to Clear Expectations: What Retailers Must Do Now
This survey confirms what today's shoppers value most, and what brands must prioritize to earn and retain their trust:
- Reinvest in pricing clarity across digital and in-store experiences
- Design cart and checkout flows that prioritize visibility and transparency
- Leverage a unified commerce infrastructure to centralize inventory, fulfillment, and promotions
- Label tariffs and fees proactively to build trust, not resentment
The message from consumers is clear: If they can't trust what they see, they won't buy.
Survey Methodology:
This online survey was commissioned by VTEX and fielded by Dynata, a global market research firm, from April 2025. The survey leverages a consumer mix of 1,000 adult panelists in the United States with demo breaks to ensure consistency and close to national representation for Gender, Age, & Region.
About VTEX
VTEX (NYSE:VTEX) is the commerce suite of choice for bold CIOs and CEOs globally, delivering transformative outcomes with unprecedented operational efficiency. By unifying a comprehensive ecosystem of solutions—including B2C, B2B, Sales App, Pick and Pack, Data Pipeline, Retail Media, and Security Shield—VTEX empowers brands and retailers to eliminate friction, foster collaboration, and accelerate growth. More than just software, VTEX is an agent of transformation, seamlessly connecting customers, partners, and developers to drive tangible business results. Trusted by 2.4 thousand global B2C and B2B customers, including Carrefour, Colgate, Sony, Stanley Black & Decker, and Whirlpool, VTEX supports 3.4 thousand active online stores across 43 countries (FY ended December 31, 2024). For more information, visit www.vtex.com.
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Kate Adams
PAN Communications for VTEX
[email protected]