Building trust in a high-risk online shopping era

Nearly one-in-three people around the world now shop online, and one-in-five do so every week. With global e-commerce revenue expected to reach $6.4 trillion this year, online shopping is rapidly becoming the primary channel for buying and selling goods. 

Yet behind this explosive growth lies a less visible problem: businesses lose significant revenue to poor checkout experiences. Today’s shoppers expect not only quality products but also a smooth, secure checkout journey – and that includes being able to pay through their preferred payment service provider (PSP). 

A lack of trusted payment options is one of the biggest reasons for abandoned carts. Around 70 per cent of online buyers leave a purchase unfinished when the platform doesn’t offer PSPs they feel comfortable using. 

And the root cause often comes down to one thing: trust. Shoppers need reassurance that the transaction is safe and that they won’t fall victim to fraud. 

“Identity theft and other types of online fraud are becoming more common,” says Bartosz Skwarczek, founder of G2A.COM – one of the world’s largest online marketplaces, operating across more than 180 countries. “In this landscape, businesses must compete not only on price, reach or marketing, but on how safe and dependable they make the buying process.” 

Every year, global online shoppers lose over $40 billion to purchase scams – cases where customers pay for goods that never arrive, often because the payment was unknowingly made to a fraudulent seller. 

G2A.COM aims to counter this threat by building transparency and confidence into the buying and selling process. A major part of its success lies in combining a global strategy with a strong understanding of local market needs. That means offering international payment favourites such as credit cards, wallet payments and widely used local PSPs. 

Localising payment options matters: it prevents customers from being forced to register with unfamiliar PSPs, which requires time, effort and the sharing of sensitive personal and banking information with an unknown entity. 

“We’ve found that people instinctively trust payment methods they already use in their home markets,” Skwarczek explains. “That’s why we ensure they can choose familiar, reputable options from their region.” 

Because many of G2A.COM’s users – both buyers and sellers – already hold verified accounts with local PSPs, their transactions come with an added layer of reassurance. 

Businesses looking to expand internationally often struggle to integrate multiple PSPs across different regions. For smaller or local companies, setting up these partnerships – especially with international providers – can be both complicated and time-intensive. 

This is where marketplaces such as G2A.COM prove valuable. Beyond offering access to a large global customer base, they provide a payment process that users trust. Every PSP on the platform is thoroughly vetted by G2A’s in-house fraud prevention team – a group of leading experts who conduct ongoing audits to uphold stringent security standards. The result is a significantly reduced rate of cart abandonment. 

The simplicity also benefits customers. “Our system automatically displays payment methods based on the buyer’s location, ensuring they see the most trusted and widely used options in their country,” says Skwarczek. 

G2A.COM’s model is built on a clear principle: shoppers are far less likely to abandon a purchase if their preferred payment method is available. Sellers, meanwhile, feel more confident listing their products when they know robust fraud prevention and verification processes are in place. 

In an era of rising online fraud, marketplaces face a dual challenge: striking the right balance between innovation and security and offering buyers and sellers across the world their preferred PSPs. 

For G2A.COM, this translates into a straightforward goal – making life easier for sellers while strengthening trust and convenience for buyers. 

For more information, visit G2A.COM.