South Africa, Sept. 10 -- But, as any South African who has been burned by a dropshipping site using stolen photos can tell you, looking legitimate is not the same as being legitimate.

The digital landscape is littered with brands that mastered the aesthetic but failed the credibility test.

Welcome to the trust economy

We have entered the age of the "trust economy", and for businesses, trust is becoming one of their most valuable currencies.

According to a 2024 PwC survey, 72% of local consumers say trust is a deciding factor in their purchasing decisions. Yet, despite this, many companies remain obsessed with chasing likes rather than building reputations.

People are exhausted by the constant barrage of advertising. They are sceptic...