Product pages with a trust badge or secure checkout message
| Group | Pages | Trust badge % |
|---|---|---|
| Other platforms | 122 | 3.3% |
| Shopify | 169 | 9.5% |
| Ranks 1 to 3 | 55 | 1.8% |
| Ranks 4 to 10 | 105 | 10.5% |
| Ranks 11 to 20 | 142 | 7.0% |
| Apparel & jewelry | 41 | 9.8% |
| Beauty & health | 85 | 4.7% |
| Electronics, gaming & auto | 31 | 6.5% |
| Home, kitchen & garden | 81 | 9.9% |
| Outdoor & fitness | 36 | 8.3% |
Source: PageSpeed Matters, Oct 2026. Small groups; read the breakdowns as indicative.
Summary
Trust badges are the small security seals, payment logos and "secure checkout" lines that stores place near the buy button. They are standard advice in conversion guides, so we expected to find them on a large share of product pages. We did not.
On a phone screen, only 7.3% of 302 ranking product pages show a security or payment trust badge or a secure checkout message in the body of the page. Shopify pages show them more often than pages on other platforms, but even there they are uncommon.
What we measured
We rendered product pages that rank in Google for searches in commercial verticals, on a phone-sized 390x844 screen. 302 product pages loaded with usable content.
A page counts when it shows a badge image or payment icon or a secure checkout phrase outside the header and footer. Rows of payment icons in the footer are excluded.
Two limits apply. Badges drawn as SVG with no label may be missed, so the true share could be a little higher. And the groups are small, so treat the platform, rank and vertical breakdowns as indicative.
Few product pages show a trust badge
7.3% of 302 ranking product pages show a security or payment trust badge or a secure checkout message outside the header and footer. Badge images or icons appear on 5.3% of pages, and secure checkout wording on 4.0%. Some pages use both, which is why the two do not add up to the total.
So more than nine in ten ranking product pages do without a trust badge in the body of the page. A likely reason is that many stores leave security messages to the checkout, where payment logos and wallet buttons already appear.
7.3%
Share of 302 ranking product pages on a phone that show a security or payment trust badge or a secure checkout message.
Shopify pages show badges more often
By platform, trust badge display ranges from 3.3% on other platforms (122 pages) to 9.5% on Shopify (169 pages).
Part of that gap is likely how easy badges are to add. Many Shopify themes and apps offer a trust badge or payment icon block that can be placed under the add to cart button in a few clicks. On other platforms, adding one likely takes custom work or a plugin. Both groups are small, so the exact figures could move in a larger sample.
Rank and vertical differences are small and uncertain
By rank, trust badge display ranges from 1.8% for pages ranking 1 to 3 (55 pages) to 10.5% for pages ranking 4 to 10 (105 pages). Pages ranking 11 to 20 sit at 7.0% (142 pages). The top-ranking group is small, and a difference of a few pages changes these rates a lot, so this is not evidence that badges help or hurt rankings.
By vertical, display ranges from 4.7% in beauty and health (85 pages) to 9.9% in home, kitchen and garden (81 pages). Apparel and jewelry pages show badges 9.8% of the time (41 pages), outdoor and fitness 8.3% (36 pages), and electronics, gaming and auto 6.5% (31 pages). These groups are too small to rank verticals with confidence.
What this means for your store
A trust badge is not a requirement for a product page that ranks. Most ranking pages do without one. Whether one helps your store is a question for a test on your own traffic, not for a benchmark.
- If you add one, keep it close to the add to cart button and make it specific, such as the payment methods you accept or your returns window.
- Use a small, compressed image or inline SVG with a text label, and give it a fixed size so it does not shift the layout as it loads.
- Avoid badge apps that load their own script on every page. A static image does the same job.
- Run an A/B test on the product page and measure add to cart and checkout rate, not just clicks on the badge.
Sources
- PageSpeed Matters analysis of a phone-sized (390x844) render of ranking product pages, October 2026
Embed this research
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<script>window.addEventListener("message",function(e){if(e&&e.data&&e.data.psmEmbed==="trust-badge-statistics"&&e.data.height){var f=document.getElementById("psm-trust-badge-statistics");if(f){f.style.height=e.data.height+"px";}}});</script>
<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.pagespeedmatters.com/resources/data-studies/trust-badge-statistics">Trust Badge Statistics: Only 7.3% of Product Pages - PageSpeed Matters</a></p>
Frequently asked questions
What percentage of product pages show trust badges?
Only 7.3% of 302 ranking product pages rendered on a phone show a security or payment trust badge or a secure checkout message outside the header and footer. 5.3% show badge images or icons and 4.0% use secure checkout wording.
Do Shopify stores use trust badges more than other stores?
Yes, in our sample. 9.5% of 169 Shopify product pages show a trust badge or secure checkout message, against 3.3% of 122 pages on other platforms.
Do top-ranking product pages use trust badges?
Rarely. Only 1.8% of 55 product pages ranking 1 to 3 showed one, against 10.5% of pages ranking 4 to 10. The groups are small, so this does not show that badges affect rankings.
Whether a trust badge helps is something you can test on your own product pages, and it can be added without slowing them down. Need help with this? See our ecommerce CRO agency.