With the growth of digital, for a long time we believed that the internet had reduced consumer choices to a simple logic: whoever charges less, sells more. We had a reductionist view that the digital consumer was always guided by split-second decisions for immediate financial advantage. However, today, price is no longer the main decision factor: trust and brand reputation carry more weight than any discount.
This change in behavior has deep roots. What we call the “click economy,” meaning the ease of accessing, comparing, and buying with a few taps, has evolved into something bigger: the trust economy. In an increasingly competitive market where supply is abundant, the differentiator is not just delivering the cheapest product, but delivering with credibility. In other words, from click to trust, the companies that survive and prosper are those that transform transactions into relationships and loyalty, personalizing experiences.
2 The modern consumer is no longer guided solely by price because they seek assurances that their purchase will be honored and that they will receive support in case of any problems, in addition to securing their personal data in accordance with the LGPD (General Data Protection Law) and ethical conduct. They expect and demand clear return policies, communication, and transparency, from pre-sales to after-sales, as well as desiring more social and environmental responsibility, with ESG practices (Environmental, Social, and Governance).
According to a recent survey by global consultancy McKinsey, companies that follow ESG practices accounted for 56% of total sales in the last five years. This only reinforces that it's not enough to deliver a product; you also need to deliver trust. In this scenario, digital reputation has become as valuable as the product itself. It's worth remembering here that review platforms, social media comments, and influencer testimonials can either boost or destroy a brand's reputation in a short amount of time.
It only takes one negative experience to be amplified in the digital environment to erode years of image building. On the other hand, maintaining an ethical, transparent, and consistent stance tends to generate more loyalty, even if the price is no longer the most competitive. People tend to choose brands that are aligned with their safety and values. It is worth noting that this does not mean the elitization of consumption, but rather a maturing process: cheap can be expensive, both for those who buy and for those who sell.
In the long run, low-quality products and services, associated with companies of dubious reputation, cost more in terms of time, rework, and frustration. For companies, it is a great challenge to balance price and quality, but the real differentiator lies in how each organization builds its relationship with the public. And this demands investments in customer service, secure technology, open communication channels, and security policies that demonstrate seriousness, where transparency cannot be mere discourse; it needs to be practiced, to truly happen.
In my opinion, the 'click' can be immediate, but trust is built in every detail: in on-time delivery, clarity in terms of use, respect for the consumer, and care for social and environmental impact. In an era where information circulates in real-time, trust becomes the most valuable currency. Therefore, it is no longer price that determines who stays in the market, but the sum of credibility, consistency, and respect. The future of digital consumption starts now and belongs to those who understand that selling, above all, is about inspiring trust, because from click to trust, reputation is the asset no company can neglect in such a volatile and competitive market.
Thiago Hortolan is the CEO of Tech Rocket, a spin-off of Sales Rocket dedicated to creating Revenue Tech solutions, combining Artificial Intelligence, automation, and data intelligence to scale the entire sales journey from prospecting to customer loyalty. Its AI agents, predictive models, and automated integrations transform sales operations into a continuous, intelligent, and measurable growth engine.
