Download Most Trusted Brands Report 2022: Retail & E-Commerce

Retail & E-Commerce

Most Trusted Brands Report 2022: Retail & E-Commerce

June 2022

Report summary

For more recent data and analysis, see the Most Trusted Brands Report 2023.

Morning Consult’s Most Trusted Brands 2022 is the definitive measure of brand trust across industries, showcasing the companies and products that have earned or maintained consumer trust in 2022. In this report, we unpack why trust is important, how trust is built and how it’s broken in the retail and e-commerce industries. We then zero in on the top 10 most trusted brands in these sectors, diving into three different case studies of brands that have stood out in their trust metrics.

Key Takeaways

  • Retailers have an average level of consumer trust compared with other industries: There’s a notable trust deficit for online-only companies among consumers who prefer in-store shopping, presenting a steep hill to climb.
  • CVS and Walgreens retained consumer trust through the pandemic: Despite some hiccups surrounding key vaccine release dates, CVS and Walgreens retained extraordinarily high trust in the retail sector.
  • Trust is built on providing good value: Value and quality have an outsize impact on trust for in-store shoppers, while positive reviews and ethical business practices are more important to online shoppers.
  • JD.com leads China’s retail brands: Looking outside the United States, e-commerce giant JD.com is the top retailer for all generations of Chinese consumers.


The analysis behind Morning Consult’s Most Trusted Brands is drawn from two powerful datasets: Research Intelligence and Brand Intelligence.

The Research Intelligence dataset was fielded April 8-14, 2022, among are presentative sample of 2,200 U.S. adults, 1,299 South Korean residents and 1,000 residents each in Canada, China, France, Germany, India, Italy, Japan and the U.K. Unweighted margins of error for each country are no more than +/-3 percentage points.

The Brand Intelligence dataset was gathered March 3-April 3, 2022, among representative samples of 4,614 to 6,401 adults from the countries above, with unweighted margins of error of +/-1 point.

Brand rankings are based on net trust, or the share of respondents who said they trust each brand to do the right thing “a lot” or “some” minus the share who said“not much” or “not at all.”

About the author

Claire Tassin is a retail and e-commerce analyst. She conducts research on shifting consumer behaviors and expectations, as well as trends relevant to marketing leaders in the retail sector.