Is there already an announcement from the team if they are in contact with some online shops to implement the UTrust payment option or is still too early to ask this?
I would also like to know this. Even if the product works flawlessly, it will need to be used by online shops or other sellers. No usage of the token means no burning of tokens either

Based on their roadmap the platform test for api in merchants to integrate and test with merchant checkout mechanism to be start as early as 2nd quarter of year 2018.
So it's probably a bit to early to talk about specific shops that will add UTrust. I thought so. Nevertheless it would be great to get names of partnering shops as early as possible. That could give the upcoming ICO a boost, too.
It is still early to talk about partners, in 2018 they will complete the platform then and conclude contracts with online auctions. The next year may increase the capitalization of crypto-currencies to a trillion dollars or more and this project will be the first in this area.
Well, that's the hope, better adoption will be favorable for everyone currently involved in the space. Utrust does have some heavy competitions though, so the winner is ultimately dependent on who is first to develops a sound platform and foster the aforementioned biz relationships.