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Trust has always been one of the most important factors in the customer´s purchase decision process. That principle applies not only for retail stores.

This raises the question about which is the adequate resource to get the trust of a customer and which criteria the merchant should pay attention to.

Even as the e-commerce was still in its infancy, it was clear that this issue needs to be solved.

But how can customers detect the difference between a „bad shop“ and a professional merchant? And why gets amazon a pole position in e-commerce?

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