ONLINE BRAND TRUST: WHAT ARE THE CONTRIBUTORS?

Thanks to the flexibility, ease of interactivity and personalization, the usage of internet has been increasing since it was first introduced back in the early 1980s. The internet has opened a new window and business opportunity that have never been imagined before, thus changing the way consumers shop. Differs from the traditional way of shopping, online shopping has allowed consumers to decide what kind of product they want, when and where they want to purchase the items within their budget by a click of a mouse or mobile phones. Instead of waiting for a premise to be opened and spending so much time looking for a parking space, online shopping provides a convenient way to shop as digital marketplaces are open all day, every day, throughout the year. However, trust has remained one of the most popular issues that leads to the ineffective use of digital marketplaces.

Because consumers play the main role for any business transactions, their trust contributes to the reduction of uncertainty and complexity of any transactions and relationships involving digital marketplaces. When customers show their trust to the brand and the company, they will show willingness in any transactions, eventually creating a smooth business transaction. Likewise, trust develops not only positive attitude towards suppliers but brings in customer loyalties (Schurr and Ozanne, 1985). Furthermore, a world of abundance for consumers is just another world of rivals for brands. When a particular brand is viewed as trustworthy, it has the added advantage to succeed as opposed to its competitors (Reast, 2005). 

Despite the increasing number of Internet users who spend their time with online shopping, companies should stay committed to Internet branding by considering the consumer’s perception of brand trust online. Ha (2004) defines brand trust as the trust possessed among the customers in a particular brand. In this era of e-commerce, online brand trust is considered as one essential component that spurs online purchases and more consumers are becoming aware of its importance (Quelch and Klein, 1996). When consumers put their trust in a particular brand, they will not be reluctant to spend a premium price not only for the brand itself but its brand extension while carrying on being loyal. Furthermore, when customers view a brand as trustworthy, they would not mind spending their time, sharing feedbacks regarding their behavior, tastes and preferences which would allow the brand to develop.

For businesses to remain strong in the game in the long run, there are several aspects that influence online brand trust which comprise of website factors and consumer factors. Sultan et al. (2002) identifies website factors such as navigation, advice, no error, fulfillment, community, privacy and security, trust seals and brand presentation are responsible in developing consumer’s trust. On the other hand, the study shows that trust is contributed by consumer factors such as self-confidence, past behavior, online shopping experience as well as entertainment experience. Lee and Turban (2001) also agree that the declining of online shopping activity is the result of the lacking of consumer trust. 

Salo and Karjaluoto (2007) suggest that internal factors namely consumer characteristics, previous experience with digital marketplaces, reputation, website quality and non-government association are likely related to online trust. As for external factors, they conclude that the product or service characteristics, the distinctive markets, cultures and countries act as the driving factors to the level of trust among consumers. Also, Srivinasan (2004) concludes that brand trust is greatly affected by word of mouth, positive online shopping experience and quality of information. In Malaysia, a recent study involving studying online brand trust in online ticketing determines word of mouth, online experience, quality information and brand reputation as the factors (Alam and Yasin, 2010). 

To make digital marketplaces fairer, it is not an easy task and Rome was not built in a day. As a developing country, it is important for online businesses to be prepared with the new challenges in building consumer online brand trust. They should execute effective plans and consider numerous factors such as demographic variables based on the previous studies. These online businesses must acquire an in-depth knowledge of factors contributing to online brand trust. 

THE INCREASING PREVALENCE OF DIGITAL MEDIA AND HOW IT AFFECTS BUSINESS FIRMS

It is no surprise that these days, companies are commonly utilizing their home pages, emails and social media as their current use of digital channels in their daily business. Furthermore, Leeflang et al. (2013) observes that mobile applications are viewed as the biggest growth areas for companies over the years, hence companies are expected to increasingly adopt these channels in their marketing operations to reach out their existing and potential customers. Those in marketing are expected to change from tactical mobile efforts to more transformative mobile marketing strategies in the next couple of years. Unfortunately, there is not enough evidence from a scientific publication that proves the effects of mobile marketing on metrics. 

The study carried out by Leeflang et al. (2013) proves that the rapid existence of digital media and tools in marketing have dramatically affected business companies. For example, interacting and serving customers via new channels has the most dominant change especially in companies that provide financial services. Moreover, the latest utilities allow the companies a significant amount of access to data and insights, as well as the ability to reach new customer segments. The companies in this study also suggested that these changes are a lot greater than other changes be it the entry of new competitors and the change in balance of power with established value chains. This in turn signifies that the marketing strategies of firms from all sectors experience a significant impact from the digitalization of media.

Due to the digitalization, marketing executives are now facing various challenges that can be out of their control such as the complex and ever-changing markets. Thus, business companies are always finding feasible solutions in order to keep up with the problems arising (Day, 2011). Although the majority of the companies claimed that they would be tackling the challenges with effective plans, there may be huge opportunities for lagging companies too. Such firms considered digital revolution as a moderate challenge as well as the management of the automated interactions with customers via digital self-service which includes online banking and online check-in. Apart from that, the price transparency issue is a serious issue as many companies from many different sectors are highly affected by plethora of free digital price comparison services which may cause price and margins erosion during economic recessions.

SEAMLESS ONLINE EXPERIENCE IN 2018 AND HOW IT IS DONE

In 2017, the online shopping sphere has been expanded all due to the rapid growth of the e-commerce market in Malaysia. Many businesses based in Malaysia are grabbing this opportunity by going digital. Furthermore, a penetration rate amounting to 2.5% is witnessed in the Malaysian e-commerce industry (Kim, 2017). However, 2018 is the year where the e-commerce penetration rate in Malaysia is expected to double, anywhere between 4% to 5% (Kim, 2017). Hence, it is time for digital marketers to step up their game by continuously innovating their services and offerings, supporting the development of the industry and surpassing the expectations of consumers. 

These days, other than taking the advantages of digital marketplaces to help them organizing their day-to-day expenses, consumers are looking forward to more options for payment. The Visa Consumer Payment Attitudes Study (2016) reported 7 out of 10 Malaysians are willing to utilize mobile wallets while 68% of Malaysians prefer the use of contactless payments instead of cash. Plus, online shoppers will not have to deal with the long queue at the ATM and businesses can operate with the minimal amount of investment, cost and risk. For instance, SMEs and micro-businesses are going cashless while enjoying a low merchant discount rate of 0.8% through the utilization of mobile payment applications such as vcash offered by Digi. After much consideration, many digital marketers are striving to provide a wider assortment of convenient and popular payment options for online shoppers. 

Would you believe that 80% of users are reportedly leaving the cart during the checkout process? According to Forbes (2014), consumers are more likely to the tab, without having to complete the transactions all because of the laborious and tedious process. In addition, digital marketplaces are suffering losses due to cart abandonment. Thus, digital marketplaces are ought to design a sophisticated, friendly and easy checkout system. Besides that, due to the massive information leaks from the internet becomes one of the factors of abandonment, digital marketplaces are introducing security feature onto their websites. 

Other than wishing for a fast delivery, consumers nowadays are anxious and curious about the whereabouts of their purchases. They would like to know the current location of the items and when they would be arriving at their doorstep. Hence, digital marketplaces are providing a greater transparency on product delivery by informing their customers the tracking numbers through a comprehensive tracking system. For example, Photobook Malaysia comes up with its own intelligent application where the progress of the ordered items is updated from time to time and should customers face any difficulties, their friendly customer care service is always ready to assist. 

With these strategies, the Malaysian e-commerce prospect in 2018 will be on the right track to succeed as well as making the digital marketplaces for both businesses and consumers.

MALAYSIAN CONSUMER’S AWARENESS ON DIGITAL MARKETPLACE ISSUES

The e-commerce which was first introduce in the mid-1990s has been recognized globally as a multi-trillion dollar industry over the last 10 years. As for the Malaysian e-commerce, it is maneuvered rapid knowledge driven economy and ICT enablement. Furthermore, 6 out of 10 Malaysians preferred to buy flight tickets online, 58% Malaysian bought movie and performance tickets online while nearly quarters of Malaysian survey respondents utilized social media to look for promotion code while shopping on digital marketplaces (Mukhtar et al., 2016; Fathil Asri, 2015; Nelson Global Survey, 2014). This clearly shows that Malaysian consumers are accepting the existence of e-commerce with open arms especially due to the development of internet and technology. 

According to the Department of Statistics Malaysia (2016), it has been reported that age 15 and above using the internet was at 57% in 2013 while the percentage has increased by 14.1% to 71.1% in 2015 where most of them were using their mobile devices to surf the internet. Today, consumers be it adults or teenagers are actively making use of the internet, consequently contributing to the steady growth of the e-commerce. Unfortunately, Malaysian consumers are only willing to go digital using the latest technology if and only if they are shown a real evidence or positive development from other superior foreign countries (Che Mohd. Zulkifly, 2014). Although the e-commerce industry contributed to USD984 million the Malaysian revenue, there are still issues concerned by both businesses and consumers such as security and customer safety (Krishnan et al., 2017).

The level of internet security has been one of the fears to businesses and consumers to engage with e-commerce (Niranjanamurthy and Chahar, 2013). Generally, both parties want to protect themselves from such harms namely unauthorized access, uses, alteration and destruction. E-commerce security offers three essential component data security, network security and privacy of the customers. Furthermore, many businesses are updating their security system to prevent risks, consequently contributing to the efficient digital marketplaces. On the other hand, consumers are still doubting the digital marketplace due to their perceived risks involved (Muthaiyah et al., 2011). Thus, to ensure their security and privacy are protected, it is vital for consumers to enrich their knowledge on how to safeguard their highly confidential personal information and consumer rights.

Next, customer safety remains as the common issue be it in any activities (Cagaoan et al., 2014). E-commerce or digital marketplace is operated in global network internet which is entrusting. Henceforth, because confidentiality is listed as the requirement, it is also a must to keep it away from all kinds of threats. Moreover, customer awareness on digital marketplaces’ security is increased through the deployment of the Consumer Protection Act in 2007. Plus, the Consumer Protection (Electronic Trade Transactions) Regulation 2012 was introduced in 2013. These regulations that come with certain obligations to digital marketplace are implemented with aims to consumer’s confidence in making online transaction and shopping. Once these regulations are imposed, other than making the growth of the digital marketplace industry to spur, it is predicted that the people in Malaysia will be persuaded to access the e-commerce platform without hesitation.

LOOK OUT! DANGER AHEAD!

Internet is widely used as a tool to conduct research, browsing through social media, new and online shopping. Malaysia is reportedly having the highest penetration of online shoppers, encompassing of 19 million users supporting a business worth RM 25bil and the is predicted to double by 2020. Malaysians are lucky enough to experience the luxury of shopping online, price advantages, exclusive deals and availability of reviews. These days, booking flight ticket or movie tickets, paying school fees and making telegraphic transfers online and within minutes in the comfort of our homes. Also, it is unlikely for a customer who perform online transaction to get caught in a scam or encounter any problems if they follow the instructions correctly or do not get conned by phishing sites. However, the risk is higher when consumers make a purchase through social media when they have to deal with small companies or individuals who do not provide sufficient security features or secure payment methods. 

The Consumers’ Association of Penang (CAP) reported that it has received approximately 50 complaints of online scams in 2017. Furthermore, the organization believes that the actual number could be much greater because some complainants would just feel discouraged to carry on the issue further. In addition, the complainants would be carrying another burden where the expenses incurred were a lot compared to the claims they were after. Moreover, according to Kuala Lumpur Commercial Crime Investigation Department chief ACP Mohd Luthfi, the backgrounds of the victims are the same where they are individuals who were urgently seeking for financial aid. Plus, these victims were tricked with the appealing terms found on advertisements set up on social media sites such as low interest rate, no guarantor, immediate approval and hassle-free applications, especially for applicants who were blacklisted by banks. 

The irresponsible scammers would run away with the loan processing fee. What is even worse, because of the amount to be rather small, victims felt that it was not necessary to lodge a police report. This in turn would make the scammers to even further their act as no action is taken. Next, as scammers are getting even more cunning as the technology evolves, there are so many new tactics they could use on us. Recently, automated teller machines (ATM) in Malaysia have been hacked by overseas hackers all because of the obsolete operating systems. 

So, what can we do about this?

As a consumer who does online shopping most of the time, we need to be aware of what is criminal issues which are currently happening in the cyber world. On top of that, it is advisable for users to not make any online transactions when they are out public places. Although quick response (QR) codes come in handy most of the time, we need to be extra careful because irresponsible parties could be embedding their own codes instead of the real ones. Meanwhile, the authorities could educate the society at large by updating the statistics on cybercrimes and ways to prevent them. Those who committed this crime should be tracked down and given a hefty sum of penalties so that this crime activities could be put to a halt. Lastly, banks should always update their operating systems regularly to avoid from being hacked.

WHAT MAKES SKEPTICAL MALAYSIAN CONSUMERS TO PURCHASE ITEMS ONLINE WHEN PERSONAL INFORMATION AND MONEY ARE INVOLVED?

The Malaysian e-commerce is considered by the majority of leading experts to be in the early stage of development. Consumers are still studying the brands available online and what each brand can provide them. SKMM (2010) stated that 66.3% of our consumers are still choosing to shop in a physical store that enable them to have the privilege of inspecting the goods without having to worry about the security of e-commerce. Furthermore, since 59.1% of the consumers are expressing their disbelief of e-commerce while 58.7% of the consumers do not find digital marketplaces provide enough safety, Alam and Yasin (2010) studied the factors influencing consumer trust by taking data from the purchasing of flight tickets over the internet. 

Consumer behavior is reportedly to be influenced preferably through word-of-mouth (WOM) compared to other means of marketing communications, be it advertising and publicity. Ha (2004) mentioned that WOM is one of the key drivers of brand trust because as it is proven to increase consumer awareness, expectations, perceptions, attitudes, behavioral intentions and behavior. Alam and Yasin (2010) agreed that brand trust can be instilled successfully with the existence of positive WOM, hence concluding that there is a strong, positive relationship between WOM and the level of trust possessed by the consumer.  

One of the reasons consumers are reluctant to trust the digital marketplaces is because they are hesitant to provide their personal details, especially when it involves credit card. Unlike high-performing e-commerce economies, ours lacks of high-end security features which causes Malaysian consumers feeling insecure and lacking of trust in the internet. According to a 2013 survey carried out by Rakuten Online Shopping, an internet service company and owner of Malaysian marketplace, 83% of the respondents agreed that a secure website and transaction is the most important element that persuade their online shopping decision. Hence, the decision of the people in Malaysia buying their flight tickets over the internet is mainly prompted by the high level of security system offered by the marketplace towards the consumer’s personal information and transaction being disclosed to third parties (Ha, 2004; Alam and Yasin, 2010).

Alam and Yasin (2010) stated that there is a strong, negative relationship between perceived risk and the level of brand trust attained by consumers. Perceived risk can be categorized as economic risk, performance risk and purchasing risk. Consumers are terrified over the issue of monetary loss from online purchasing decision, the level of security in digital marketplace website and having to deal with products or services that do not meet the requirements as advertised. Therefore, the greater the amount of perceived risk that consumers have in online purchase transaction, the greater the impact on a certain brand.

In order to convince consumers to make more purchases online, it is important to set up a useful website with detailed and quality information. The engaging, authentic and relevant information ensures the consumers to have a good online experience as they get the opportunity to build a good rapport with the brand available on the digital marketplaces. Plus, quality information has the ability to increase consumers’ knowledge and awareness of the brand. Brands that are willing to invest their time and money into perfecting their functioning websites are considered to portray their level of commitment to their customers. A seamless user experience will eventually increase their consumers’ perception of their brand and trust. 

To make the digital marketplaces fair, the aforementioned factors could serve as a guideline for marketers in understanding the development of brand trust. Sellers should identify the factors that prompted customers to buy certain items or services over the internet. This is to make sure that businesses can always execute an effective plan to make their businesses more profitable at the end of the day. In addition, consumers can have the luxury of better services which will be greatly contributing to their confidence in digital marketplaces.

Trust is earned, but it can also be broken. So, show your commitment and install it into the basis of your company so everyone is onboard. 

BUILDING A FAIR DIGITAL MARKETPLACE WITH REPUTATION SYSTEMS AND OTHER MECHANISMS

The design of a particular marketplace should provide safety and reliability that can convince the customers secure transactions. Of course, digital marketplace comes with its drawbacks where both sellers and buyers could face risks in anonymous transactions. For instance, there could be issues where sellers are not being paid after an order has been secured, damaging of assets as well as negotiating with demanding or unpleasant customers. As for buyers, they could be exposed to the risks of not getting the expected products or services and the disappearing of seller when payment has been made. The usual solutions to combat this problem involve the combination of firms building reputable brands and having the meddling of government instructing the sellers to comply with the regulations. 

By utilizing the advancement of digital technology such as digital reputation systems, insurance, fraud detection algorithm, identity and credential verification, dispute resolute procedures and customer service, this allows a safer transaction to be made. Firstly, reputation systems, which are currently being used by many online marketplaces, operate by pursuing the transactions of a party and enabling the other party to give a rate or review once completing the transaction. Although reviews are made available to the public, negative reviews could be painting a bad image on behalf of the sellers (Dellarocas, 2003; Cabral and Hortacsu, 2010; Luca, 2013; Pallais, 2014). On the other hand, marketplaces namely eBay and Airbnb could not be made possible without the prevalence of reputation systems. This means that reputation systems should be properly designed despite the effects that arise. 

Reviews are often affecting consumer demand and they have the ability to reduce moral hazard on sellers’ behalf. In a two-sided review systems, both sellers and buyers could be exposed to the risk of retaliation when one of the parties gives a negative review. This is evident especially if we are familiar with the application, Carousell, where potential buyers or sellers are given the privilege to do a checking before pursuing with the transaction. Therefore, the system should be regulated by having the reviews to be revealed at the same time after both parties have submitted the reviews or once the submission period has ended. 

Meanwhile, online marketplaces that relate to supply of services to consumers are taking the issue of making fairer marketplaces in a serious manner. Airbnb and Uber require identification based on government issued documents as well as social media account to ensure the marketplaces are safe and can be trusted by the customers. Furthermore, when customers need a trusted driver to take them somewhere or wish to hire a professional to carry out a certain job, they shall not be worried since other marketplaces such as Lyft and Thumbtack which are widely visited by the people in the US, perform a thorough formal background checks and double-check professional certifications and licenses. Moreover, by relying on its cloud-based machine learning fraud detection, services offered by Sift Science allow companies to detect fake accounts, malicious content and credit card fraud, thus creating faster, smoother and safer online experiences.

Marketplaces are also focusing on customer service and dispute resolution since it is a meaningful competitive advantage to have a strong reputation of reliable customer service operation. 65% of the respondents claimed that an excellent customer support is the key to a company’s success in winning the customer’s loyalty and trust (KPMG, 2017). Buyers or sellers are given a compensation with a proper management in the case of unexpected events occurred during a transaction. Plus, marketplaces are also providing insurance contracts. For instance, in case of property damage such as accidents which occur during a transaction, Airbnb and Uber should cover the insurance on behalf of the sellers. 

KEEPING DIGITAL MARKET FAIR AND SECURE

When we do online shopping, there are other issues that we might encounter which are differ from the traditional way of offline shopping. One might encounter with cybercrime activities such as intrusion, spam and malicious code. In Malaysia, financial fraud activities in cyberspace has reached between 40% to 50%, which has cost losses an amount of more than half a billion ringgit in two years. Moreover, RM60 million was lost to scammers in just 3 months shy into 2018. Due to the openness of the internet which could be poisoning to us, there are several measures that should be paid attention to so that we, Malaysian, will not be fallen as victims of cybercrime.  

Firstly, we should get as many and detailed information on the security of online shopping, ‘chatting’, e-mail and online scams as possible. The extensive use of technology has allowed us to perform all sorts of online transaction be it trading, paying bills and so forth. However, as a consumer, we should always keep in mind to carry out a thorough research and analyze the product available online prior purchasing it online. Also, it is advisable for consumers to read the disclaimer before filling any forms made online to make legal dealing easier. Plus, consumers are advised to leave the transaction should the disclaimer is unavailable. Consumers also should ensure that the websites they visited are with the original and official URLs and avoid opening links from an email service as this could pose as threat. 

The authorities should be stepping in by tightening the legal enforcement so that the it can adapt the present-day challenges as the cybercrimes activities are at an alarming rate. Numerous laws are being introduce such as Computer Crime Act (Act 563), Optical Disc Act 2000, Digital Signature Act (Act 562) and Communications and Multimedia Act 1998, all with the same objective, which is to promote the cyber security culture to the Malaysian society. Furthermore, in 2006, our government has built the Institute of International Multilateral Partnership Against Cyber Threats (IMPACT) due to the global awareness of cyber threat. However, the current cyber law is unable to get rid of cybercrimes as cyber criminals are getting smarter with technological advances. Incident such as money theft through credit card numbers, exploitation of data from database are still remained undefeated by our existing cyber law. 

Finally, banks should make sure that all matters prepared are guaranteed to have high security features. One of the examples include the digital certificate obtained from Malaysia Cybersecurity. This certificate enables immediate identification of every website forgery. The existence of this certificate will discourage unethical individuals from pursuing their act in cybercrimes. 

Hence, we need to come hand in hand to minimize this ongoing difficult issue. Although it is tough to combat as various modus operandi resurface each time, we as consumers need to be observant on the current issues all the time. Avoid believing matter without proof and sales that are of lacking of its nature and condition. Furthermore, we need to be careful when we stumbled upon offers made by any other parties over the internet. Hopefully, the measures taken could provide us fairer and safer digital marketplaces where consumers are able to harness the full benefits of digitization.

FIGHTING CYBERCRIMES

The Electronic Commerce Act 2006 remains as one of the essentials primary source of electronic commerce directory for the private sector. The act has been improved by the existence of Electronic Government Activities Act 2007, which considers the same matter to those belong in the government sector. In addition, the Electronic Commerce Act 2006 is not another new act but it is in fact identical to the United Nations Electronic Communications Conventions. Furthermore, digital signatures are protected by the Digital Signature Act 1997 whereas the Electronic Commerce Act 2006 focuses on electronic signatures. 

As consumers, we should all be familiar with the Consumer Protection Act. Apart from demanding the minimum product standards, with this act, we have the rights against repression practices. In 2007, an amendment has been made to this act where it has expanded its focus to provide protection in e-commerce transactions. Due to the many issues of internet security, once again this act has been reviewed to improve the standard safety condition for services while security to consumers in a regular form contract. In addition, the effort of boosting the consumers’ confidence to perform online shopping can be seen through the implementation of Consumer Protection Regulations 2012. The guidelines highlight the requirement on online sellers and online marketplace operators, which are viewed to have a positive impact to our country’s e-commerce growth. 

Malaysian Communications and Multimedia Commission (MCMC) was founded to regulate the information technology and communication industries. The Communications and Multimedia Act 1998 drives the Commission with a powerful authority to manage online speech and preventing individuals from releasing indecent or false promotion with the intention of threatening or harassing any other individual. Although the Malaysian Government has vowed not to censor the internet, those who fail to obey this may be facing criminal penalties. 

There are exactly 4 categories of activities related to unauthorized entry into computer systems which are barred by the Computer Crimes Act 1997. According to section 3, this includes the act of committing with the intention of securing unauthorized access to programs or data stored in any computer. Next, section 4 explains on the act of intending to secure unauthorized access to programs or data stored in any computer in order to commit fraud or dishonesty. Meanwhile, section 5 elaborates on the acts committed with the knowledge that the act will prompt unauthorized modification of the content of any computer. Lastly, section 6 mentions the unethical communication of any password, code or means of access to a computer to any person who is not authorized to receive the same. Although these provisions are concerning to computer crimes field, the provisions in e-commerce laws and copyright laws have complemented the legislation of Malaysia’s cybercrime, at the same time more appropriate with international standards.  

PROVIDING ONLINE DISCLOSURE; WHY DOES IT MATTER?

Businesses embarking on digital marketplaces should at least provide a clear, accurate and easy to access information about their identities. For instance, businesses should justify the identification of the business, provide prompt, easy and effective consumer communication with the business, appropriate and effective resolutions regarding any disputes, service of legal process in domestic and cross-border disputes and the location of the business. This is to ensure that the customers shall have sufficient details when making an informed decision concerning a particular transaction. Furthermore, when businesses announce their membership in any relevant self-regulatory programme, business association or other body, consumers may use the opportunity to take advantage of the dispute resolution mechanisms provided by the organization should any issues arise.

Besides that, they should justify information regarding the goods or services they are offering as sufficiently. This is to enable the consumers to be aware of their products before proceeding with their purchases. Furthermore, Oxley and Yeung (2001) found out that consumers whose behavior tends to be influenced by the availability of information on the internet when making online purchases are more likely to navigate away from website with insufficient relevant information. Whether businesses are selling goods or services, the key functionality and interoperability features, key technical or contractual requirements, limitations that might affect a customer’s ability to acquire, access or use the good or service, safety and health care information as well as age restrictions should be stated. 

Finally, businesses should feature a clear and an unambiguous confirmation process after the duration of payment is due, else the customers are contractually bounded. The confirmation process should come with a summary of their purchases which include the items, delivery and pricing information so that customers can take a final look at their order and make modification if necessary. Next, if customers do not provide expressed and informed consent, businesses should not carry on the transaction. Also, businesses should allow customers to keep a complete, accurate and durable record of the transaction that is compatible with their technology devices.