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?