Establishing trust with consumers is crucial to the success of any online business, especially those who are selling a product or service. This is oftentimes easier to do in the “real world” than it is on the Internet. For example, you as a consumer are in a brick and mortar storefront looking to buy a particular product. You can be comfortable with the atmosphere, enjoy the selection of merchandise they have to offer, and even be assured of their stability as a business because they have been around for some time. The sales person can also put you at ease if they are friendly and helpful to you. Web sites are a bit different in that they are not physical locations. Plus you are dealing with a digital medium as opposed to a real person.