This study looked at what influences' consumer trust in online shopping, focusing on perceived risk, brand reputation, security measures, and customer service quality. As e-commerce rapidly grows in Zambia and other African countries, understanding these factors is essential for businesses to succeed. The research had four main goals: (1) to see how perceived risk affects consumer trust, (2) to check how product quality impact trust in online transactions, (3) to explore the role of security measures like secure payment systems, and (4) to understand how customers view customer service quality.The study used a mix of surveys with 40 Zambian online shoppers and 10 detailed interviews The results indicated that 51.1% of respondents considered perceived risk, especially related to fear of fraud as a significant barrier to consumer trust in e commerce. Additionally, 31.1% pointed out the impact of product quality in shaping consumer trust in online transaction. Website Security was identified as the most critical factor influencing trust, with 35.6% of respondents emphasizing it and this implies that security measures like secure payment systems positively affect consumer trust. Customer service was noted by 22.2% of respondents as an important factor influencing trust. The study concluded that reducing perceived risk. Improving product quality, ensuring security, and providing high-quality customer service is crucial for fostering trust in e-commerce. The findings offer practical advice for online businesses, especially in developing markets like Zambia, on how to build trust and royalty among consumers.