Shoppers Want Price Clarity

As U.S. families grapple with ongoing economic uncertainty and rising costs from tariffs and added fees, new consumer data from VTEX shows 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 1000 U.S. adults in April, also show that more than one in three consumers say they feel frustrated when encountering unexpected fees, and 20% abandon their cart at checkout (both online and in-store).

“We’re at a critical juncture for retail,” said Mariano Gomide de Faria, Founder and Co-CEO of VTEX, a global commerce platform powering enterprise brands. “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.”

The findings expose a widening credibility gap, VTEX says, 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.

Another major finding from the survey: Tariffs are triggering behavior shifts and brands are losing loyalty. Specifically, 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, VTEX says. Today’s shoppers are not only price-sensitive, they are transparency-sensitive, and that’s affecting loyalty, conversion and long-term brand perception.

Click here for more from the survey, including four steps VTEX says brands should take to earn and retain shoppers’ trust.