Bartosz Skwarczek, founder and chair of e-commerce platform G2A, told an audience that “The future of digital commerce belongs not to the companies that are the fastest or most digitally advanced, but those that are the most trusted”.

Speaking at a G2A-organised conference, The Trust Algorithm, Skwarczek said that AI is transforming e-commerce, but warned that these systems are only valuable if customers trust their deployment.

“There was a time when the foundation of trust was just the relationship between buyer and seller,” he said, but now AI agents are entering the mix on both sides. This means that increasingly customers do not only have to trust the site they are buying from, but also intermediaries. More and more often, Skwarczek said, the question from consumers is going to be “Can I trust the agent?”

These agents are currently far from perfect, he added, but the reward for those that are able to adopt them early will be large. For G2A, this makes trust a strategic asset. “For years, it was treated like a compliance or security issue, now it is a differentiator between better and worse platforms.”

At the same time, customers are becoming more demanding, he added. They want processes to be seamless, fast, safe and secure. This requires collaboration between vendors, retailers, payment providers and other partners, which once again requires trust.

This trust requires rollouts that fulfil customers’ needs, but that do not outpace customer appetite. “Technology evolves extremely fast,” he said. “Trust is much slower.”

---