How Transparent Should Retailers Be on 'Unexpected' Supply-Side Fees or 'Hidden' Tariff Costs?

"Hidden fees and tariffs are eroding branding loyalty."

That concise yet concrete statement was the lede offered up by Chain Store Age's editor-in-chief, Marianne Wilson, as she detailed the findings of a recent study conducted by global commerce platform VTEX. Broadly speaking, that study suggested that U.S. consumers were extremely averse to so-called hidden or unexpected fees tied to various emerging supply chain woes faced by retailers, particularly the ongoing tariffs enacted by President Donald Trump.

Among the findings: More than three-quarters of respondents (82%) said that clear pricing without hidden fees was essential to a stress-free shopping experience. Additionally, about a third reported feeling frustrated when encountering obscured fees, with 20% going so far as to immediately abandon their cart when confronted with these.

Furthermore, 73% of those polled said that they had either swapped brands or curtailed spending entirely as a result of rising prices, while just over a quarter of respondents (26%) pointed to stress and anxiety regarding spending as a driving force behind a decision to move away from a once-favored brand.

"The findings expose a widening credibility gap, as brands increasingly pass tariff costs onto consumers through vague or last-minute fees, according [to] VTEX," Wilson wrote.

"It also could risk the potential of tariffs and inflation-related fees becoming a catch-all for hidden charges, fueling further disconnect between what shoppers expect and what brands deliver," she added.

Wilson pressed on to quote VTEX founder and co-CEO Mariano Gomide de Faria on the results of its survey.

"We’re at a critical juncture for retail. Tariffs and supply-side pressures are no longer looming threats, they’re the new normal. The brands that obscure those costs or spring them on customers at checkout are eroding trust. In this environment, agility, visibility, and transparency are non-negotiable," he said. "Retailers need to build experiences that feel like clarity and control is in the customer’s hands.”

Trump Claims to Have Talked Amazon's Jeff Bezos Down From Displaying Tariff Costs Next to Products

Following recent reports that Amazon was planning to display the added costs of tariffs next to product listings — a claim Amazon denied, per Business Insider — headlines were soon proliferating suggesting that Trump had called Amazon founder and executive chairman Jeff Bezos to discuss the matter.

"He's just a very nice guy, we have a relationship. I asked him about it," Trump told NBC News' Kristen Welker during a May 4 interview. "He said, 'Well, I don't want to do that,' and he took it off immediately."

Whether or not Amazon was considering the placement of tariff costs next to product listings, it seems that at least some degree of transparency on the part of U.S. retailers is being called for by cash-strapped and worried consumers. Navigating a path between apparent consumer demand for transparency while maintaining an attractive pricing strategy could be fraught and will almost certainly be a topic of much debate in the days to come.