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In ecommerce, trust is simply most important. Customers need to know that if they order a product from your ecommerce store that those products will be sent right away and that their SPI (sensitive personal information), such as credit card, address and home phone will be kept confidential.

The first step in obtaining a customer's trust in the world of ecommerce, is to install an SSL certificate on your site. Besides protecting and securing your customer's SPI, and SSL certificate shows your potential customers that the site is secure and that their SPI will be transmitted via high standard encryption.

But, in order to decrease the number of shopping cat abandonments in your online store and to set your self from the competition, you must do more.

You should, install a "Security Trust Certificate" and there are four types of trust marks, each with their own strengths and weknesses.

• Reputation (e.g. Better Business Bureau)

BBB ensures that high standards for trust are set and maintained. We exist so consumers and businesses alike have an unbiased source to guide them on matters of trust. We provide educational information and expert advice that is free of charge and easily accessible.

• Privacy (e.g. TRUSTe)

As the leading internet privacy services provider, TRUSTe helps thousands of businesses promote online safety and trust, and guides consumers to sites that protect their online privacy. TRUSTe helps both consumers click with confidence and online companies promote their Web site privacy policies online. Thousands of Web sites rely on TRUSTe's privacy, including top-fifty sites like Yahoo, Facebook, MSN, eBay, AOL, Disney, New York Times, Comcast and Apple.

• Secure Sockets Layer (e.g. Verisign SSL or Comodo)

Comodo is Creating Trust Online by providing software and services that enable e-commerce merchants, enterprises, organizations, and individual consumers to interact and conduct business via the Internet safely and securely.

Comodo secures and authenticates the online transactions, communications and endpoints for over 200,000 business customers and millions of users of our desktop security software.

• Security/Vulnerability Scanning (e.g McAfee Secure™ service)

McAfee SECURE for Websites is a comprehensive service that includes daily vulnerability scans of your e-commerce infrastructure, exactly the kind of service Yankee Group describes.

More than 14,000 businesses use McAfee SECURE trust marks including Petco, Collections Etc., Vermont Teddy Bear, Footsmart and many others. In fact, more than half of the Internet Retailer Top 500 uses McAfee SECURE service to help them secure their e-commerce operations and reassure customers.