Google’s Free Trusted Stores Seal Program Opens To All U.S. Merchants 2024

Google has announced that its Trusted Stores Seal Program will be open to all U.S. merchants in 2024. This free program is designed to help ecommerce shops build trust with their customers and improve their overall performance. In this article, we will explore the potential impact of this program on ecommerce businesses, particularly in terms of conversions and order sizes.

Positive Impact On Conversions And Order Sizes

One of the key benefits of Google’s Trusted Stores Seal Program is its potential to positively impact conversions and order sizes for ecommerce shops. When customers see the Trusted Stores badge on a website, they are more likely to trust the business and feel confident in making a purchase. This increased trust can lead to higher conversion rates as well as larger order sizes, as customers are more likely to buy multiple items or higher-value products.

Furthermore, Google’s program also offers purchase protection for customers, which can further increase their confidence in shopping with a particular ecommerce store. This added layer of security can result in more sales and higher average order values, ultimately benefiting the bottom line of the ecommerce shop.

The Small Business Challenge

While Google’s Trusted Stores Seal Program offers numerous benefits for ecommerce businesses, small businesses may face challenges in meeting the requirements for the program. In order to qualify for the Trusted Stores badge, merchants must meet certain criteria related to shipping and customer service. Small businesses may need to make adjustments to their operations in order to meet these requirements and earn the Trusted Stores badge.

However, the effort put into meeting these requirements can be well worth it for small businesses. The Trusted Stores badge can help small ecommerce shops gain credibility and trust with potential customers, ultimately leading to increased sales and customer loyalty. Small businesses should view the Trusted Stores program as an opportunity to improve their operations and build a reputation for reliability and customer satisfaction.


In conclusion, Google’s decision to open its Trusted Stores Seal Program to all U.S. merchants in 2024 presents an exciting opportunity for ecommerce shops to build trust with their customers and improve their overall performance. The potential positive impact on conversions and order sizes, as well as the challenge for small businesses to meet the program’s requirements, highlights the significance of this program for the ecommerce industry. Merchants should consider the benefits of participating in the Trusted Stores program and take steps to meet its requirements in order to reap the rewards of increased trust and customer confidence.