Ebook
Platforms Between Trust and Skepticism
The 2026 ECC CLUB study examines how consumers engage with both established and emerging platforms and why this relationship is often marked by ambivalence: between closeness and distance, trust and skepticism, convenience and the need for control.
‘With these platforms, price-driven competition is not a winning strategy. Trust, product safety, and sustainability are the foundation of a differentiated European retail strategy. European retailers need to create transparency throughout their content value chain. Accurate product descriptions and visualizations, certificates, materials, warnings, and supply chain information must be consistent and up to date across all channels. Companies that have these processes under control can scale faster, localize more effectively across international markets, and at the same time reduce returns, complaints, and regulatory risk.‘
Download the key insights now
New platforms are reshaping online retail at remarkable speed. The 2026 ECC CLUB study shows how consumers perceive Temu, SHEIN, and similar platforms, what concerns they have, and why these platforms are nevertheless becoming increasingly relevant.
The key insights provide a concise overview of the main findings and help readers better understand the dynamics between platform affinity, trust, and skepticism.
Why download it:
- Learn how consumers really view platforms such as Temu, SHEIN, and similar providers.
- Gain insight into contradictory patterns of behavior shaped by trust, skepticism, and willingness to buy.
- Understand where affinity with platforms develops and where consumers deliberately keep their distance.
- Build a solid foundation for better assessing current developments in platform retail.
- Gain valuable guidance for navigating platforms, consumer trust, and digital commerce strategically.
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