Australians reveal the retail tech they trust online
Most Australian consumers increasingly trust retail technologies, such as self-checkouts, AI chatbots, and intelligent product recommendations, according to a new report from Queensland University of Technology (QUT). However, they remain hesitant when using them directly, a gap that highlights both opportunities and challenges for building trust between brands and consumers.
Emerging retail technologies offer convenience and efficiency. However, consumers remain cautious due to concerns over the loss of human interaction, data privacy, technical errors, and lack of experience.
During the peak end-of-year shopping season, with increased foot traffic in both physical stores and online channels, the Trust Trend Report: Consumer Perceptions of Retail Technology in Australia 2025 identified the factors that build and erode consumer trust. Surveying 500 Australians, the report found that 70 per cent trust retail technologies, but only 54 per cent feel confident using them. This indicates that while Australians are open to digital retail, many remain unfamiliar with or uncomfortable using these technologies directly.
Consumers also question who the real beneficiaries of retail technology are, with 43 per cent believing that retailers, rather than customers, derive the primary advantage. Customers value the ability to choose between digital and human interactions, with 78 per cent stating that having the choice increases their trust. Trust also varies by store type, with specialty stores perceived as more trustworthy due to expertise and personalised service. Consumers in Tasmania, the NT, and older age groups were the least willing to adopt retail technologies.
Dr Nadine Ostern, Cisco chair of trust in retail at QUT, noted that consumer trust in retailers is under pressure from concerns regarding pricing, data use, and customer treatment.
“Our report has found, in simple terms, that people trust the idea of retail technology more than the experience of using it,” she said. “The technologies we asked about included familiar tools such as self-checkouts, digital receipts, AI chatbots, and smart product recommendations – everyday systems now shaping how Australians shop.”
Dr Shannon Colville noted that while data privacy remains a concern this year, Australians are now most concerned about the loss of human connection.
“This shift suggests that consumer trust is becoming less about technical compliance and more about relational qualities and experiential value,” Dr Colville said.
“Australians increasingly expect retail technologies not only to function securely but also to support experiences that feel personal, intuitive, and human. When systems feel cold, isolating, or overly automated, trust erodes – not because the technology is unsafe, but because it lacks a sense of human recognition or care.”
Consumers place significant importance on choice. The most consistent finding from both quantitative and qualitative data is the value of autonomy.
“Australians want to decide not only what to buy but also how to buy,” the authors wrote. “This includes choosing digital or human interaction, agreeing or declining data sharing, and switching shopping modes as appropriate. Consumers are not rejecting retail technology; they are rejecting systems that remove their agency.”
To foster trust, QUT experts recommend that retailers provide hybrid service models that allow customers to choose between staff and technology; optimise smart checkouts not only for loss prevention but also to alert customers of duplicate scans or overpayment; and ensure AI-powered recommendations are designed to support rather than pressure customers.
The report also suggests considering new roles, such as a chief trust designer, to transform trust from a risk to be managed into a driver of innovation.
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