In this case, if one of the sites has the secure site seal, the customer is more likely to choose this one, as it brings greater security to the purchase. After all, no one wants to put money into a site that won't deliver the final product, in addition to keeping their money.
Because of this, the great importance of the seal is to bring this security to the customer, often being the big difference to make the user complete the purchase. In addition, the secure site seal also helps your site rank on Google.
For Google, sites that have the security seal are a priority, passing them ahead of competitors in online searches, which is an incentive for sales and access as well.
In this sense, the secure site seal is an essential item for those who want to be more relevant on the internet. After all, consumers are increasingly demanding and discerning.