Trust is one of the most important factors in making a sale. Nobody wants to buy from a vendor that they don’t trust, and this is especially true online, where trust is so much harder to establish.

SSL certificates can help you seem more legitimate, but not misleading your customers is the best way to earn repeat business. Luckily places like eBay have user ratings so it is harder to get away with customer deception, because if one of your customers feels like you misled them, they will likely give you a negative rating.

But what about about just a plain old eCommerce site? You still run the risk of people reviewing you site on their own terms, such as via a blog, so there is that to consider too, but it really just comes down to business ethics.

Be up front with your customers about what they’re getting for their money. It could no only keep your online reputation healthy, it could also inspire them to come back to you in the future.

And of course you will have a clear conscience.

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