In the Christmas rush, e-commerce platforms must continue to build shoppers’ trust

Editor’s note: This content is sponsored by Lazada and was produced by BrandRap, the sales and marketing arm of Rappler, and Nerve. No member of the news and editorial team participated in the production of this piece.

It’s been four years since the viral jingle #NasaLazadaYan performed by SB19 and Mimiyuuuh was released. Yet, it’s still an earworm that enters my mind whenever I need to shop – especially at times when I can’t find what I need in brick and mortar stores I have access to. The song wasn’t just catchy; it captured a truth. But as the Christmas rush intensifies, trust – not just catchy jingles – is what keeps shoppers coming back.

And the trust between shoppers and e-commerce platforms is once again under pressure as shopping activity spikes as we get deeper into the Christmas season. In fact, a survey by data forensics firm Nerve showed that there are still high concerns over encountering scams while shopping online, and that perceived scam frequency deters shoppers from completing a transaction.

Nerve’s findings reveal clear trends. First, Lazada is among the top e-commerce platforms that shoppers trust. Second, shoppers are becoming increasingly vigilant, demanding stronger assurances from platforms so they can shop with confidence and peace of mind — a quality Lazada has been doubling down on, especially as it brings in more global brands into the fold and its Mega 12.12 Sale concludes just in time for the Christmas shopping season.

Furthermore, a study by e-commerce intelligence firm Cube called “The Rise of Authenticity-Driven E-Commerce in Southeast Asia” shows a growing subsection within the industry – the “Mall Ecosystem – which helped solidify trust among online shoppers as it provided a way for brands and products to be verified. This ecosystem integrated some of the trust signals that shoppers have in brick-and-mortar stores into online shopping platforms.

The study showed that up to 81% of online shoppers in the Philippines are active “Mall” shoppers.

And in this authenticity-driven e-commerce landscape, two things need to happen: consumers need to be educated so that every shopper becomes a vigilant verifier, and platforms need to maintain and grow the high level of trust they have been able to foster.

Tolerance to vigilance

How online shoppers interact with e-commerce platforms varies based on how much risk they are willing to take. To understand how shoppers navigate this risk, Nerve identified four personas: the Vigilant Verifiers, Cautious Shoppers, Balanced Shoppers, and Bargain Hunters.

• Vigilant Verifiers – These shoppers are the most adaptive in employing measures against scams. They display an above-average level of confidence in identifying scams by reading reviews, ratings, and verified seller badges. (48.2% of respondents)
• Cautious Shoppers – Shoppers with the highest sensitivity to scams, who are most likely to abandon purchasing when faced with a scam risk. These shoppers prefer in-person transactions like cash on delivery or shopping from known brands. (24.2% of respondents)
• Balanced Shoppers – Shoppers that exist in the middle ground, who prioritize balancing price and reputation to avoid getting scammed while still finding the best prices. These shoppers are most likely to respond to educational materials. (21.7% of respondents)
• Bargain Hunters – These shoppers are risk-tolerant, prioritizing the cheapest prices and demonstrating the lowest sensitivity to scam risks. They are likely to rely on reviews and the platforms’ customer service to avoid and address scams (6% of respondents).

Despite their differences, one thread unites them: trust is the deciding factor. After all, the majority of them have experienced some form of an online shopping scam.  “Bargain Hunters and Vigilant Verifiers show nearly the same rates despite very different shopping habits, proving that exposure is a universal risk,” the study indicated.

Vigilant Verifiers and Bargain Hunters are among those likely to be undeterred for different reasons. Vigilant Verifiers are confident in their ability to protect themselves from scams, while Bargain Hunters tolerate the risk in search of a good deal. And according to Nerve’s report, Lazada has strong ties to Bargain Hunters but also with Vigilant Verifiers who are confident in the measures that Lazada takes to protect its users. 58% of Vigilant Verifiers trust Lazada.

Protecting consumer confidence

When buyers suspect signs of a scam, they are likely to avoid buying and look for alternatives – 70% of the survey respondents agreed to this statement. After all, if you spot obvious red flags, why push through with it? A growing number of shoppers say they also report these to the platform, while others dig deeper through online reviews or warnings.

So what gives shoppers assurance and confidence?

First are existing features within the app, like verified seller badges. On Lazada, this takes the form of LazMall – Lazada’s own Mall Ecosystem, which provides a seal of authenticity awarded to sellers who meet strict business requirements. Shoppers also pay close attention to other badges, whether they highlight products outside LazMall that have passed verification or showcase items with consistently high customer reviews.

Cube’s audit also shows how much this ecosystem has grown over the years. Branded goods sold in Mall environments held a 12% share of total e-commerce in 2020. This number grew to 30% in 2025, and they project that this can grow up to 55% of total e-commerce by 2030.

Seller verification is so important that the majority of respondents say they are even willing to pay a premium for products if platforms offered anti-scam guarantees – even the Bargain Hunters!

Apart from watching out for verified badges, shoppers say that they also carefully read reviews inside and outside of the e-commerce apps they use, look for communities that have tested products they want to buy, or choose in-person transactions like cash on delivery so they can proceed with caution. The majority of the shoppers also say they are likely to report any potential scams they spot.

Together, these measures – from verification signals and product reviews to seller ratings, cash‑on‑delivery options, ability to report, good customer service, and the presence of trusted brands – form the foundation of shopper confidence in e‑commerce platforms. Lazada already has a number of these safety features in place. The challenge now is clear: how can platforms go beyond these basics to deepen trust and create lasting peace of mind?

Making shoppers feel even safer

“Each added layer of scam protection increases consumers’ sense of safety,” the report noted. But these safeguards are only as effective as the understanding behind them, and trust isn’t built on features alone but on confidence and education, too. Shoppers need agency in how they interact with e‑commerce platforms and protect themselves – and the key to empowering that agency and confidence is consumer education.

This is something respondents also agree with, as 58% of respondents say they think guides and checklists for spotting scams are useful, and 28% also agree that educational campaigns are important.

Apart from in-app measures, e-commerce platforms also need to engage actively outside of their own channels to make information more accessible. After all, many Vigilant Verifiers and even Bargain Hunters check other online communities for tips and advice.

What’s more is that if platforms engage with external communities meaningfully, they can even foster a collaborative community that engages in healthy public discourse – an online bayanihan, if you will.

As the Christmas rush peaks, shoppers aren’t just chasing deals but also chasing confidence. Lazada’s investment in authenticity through LazMall, its expanded global assortment, and its Mega 12.12 Sale show how trust can be built into every transaction. In the authenticity economy, peace of mind isn’t just a perk but also the product. – Rappler.com