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Shopping patterns are causing a revolution in the world of selling. Trends show that e-commerce is on the rise and some companies are very successful online, while others fail. Why?

Twenty years ago clients went to a bricks-and-mortar store to make their purchases; today shoppers go to retail outlets to check out the goods “then purchase on the web at a lower price. The explosion in online buying is reworking the retail market and businesses have to be aware about the potential pitfalls and the damage that may be caused to a brand by poor customer service or lack of trust in an e-business site.

Building trust is a very important, if not the most important secret to internet success. Companies like Amazon, Barnes & Noble, or Best Buy have grown tremendously during the last 10 years, while retail leaders of the past fade into nothingness and seem to be unable to convert their glory of yesteryear into today’s online world. Why do some online models work while others fail? In a word, trust: getting the buyer to push the “Purchase Now” button, rather than deserting the shopping cart comes down to creating trust thru web design, transparency and information at each step of the acquisition process and beyond.

A client shopping online cannot touch, hold or try out the product. An ebusiness site that provides trust-building tools like good photographs, full, well-written outlines, testimonials and reviews has already got a competitive advantage. And that is even before reaching the shopper cart, the single largest pitfall on an ebusiness site.

What can cause a client to abandon the acquisition before checkout? Absence of info and shortage of trust. If it the shopper can't remove items or correct mistakes, or if there's a issue with the site’s security certificate, the purchase could well be abandoned. PayPal as a payment option is a big plus for those purchasers who aren't comfortable with entering their Mastercard details into an internet site.

Customer service is a make or break factor and all the advertising and PR activities in the world won't help if the purchaser loses trust in a business thru unsatisfactory service. Nothing will cause a business to fail quicker than the package that arrives late, or never arrives, and there's no contact information on the internet site, or email grumbles going unanswered.

The world of e-commerce is chock-full of chances for growth, but there are serious challenges ahead for firms reinventing themselves in the net shopping sphere and the highest on the list is trust in the ebusiness solution. Keep the consumer happy never rang truer.

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