Online trading is rapidly gaining popularity, today 95% of Russian residents make purchases online. And this is quite obvious, since this format has a number of advantages. However, the information secrecy of some companies and the unwillingness to provide complete and reliable data about their products are a barrier to forming stable relationships with consumers.

The Nafi Analytical Center conducted a study and identified a rating of factors contributing to the buyer's confidence in the online seller. According to this rating 42% of respondents noted the importance of product information, 40% of respondents chose reviews as the decisive factor, 30% highlighted the possibility of comparison, and 30% guarantee the security of personal data storage.

"In the modern world, trust is an important economic factor. The key attributes of online trading platforms: transparency and security of transactions, legal protection of seller and buyer, user–friendliness of the interface, technological reliability of the platform infrastructure — help to create a space of trust that positively affects consumer activity, sustainable growth of manufacturers, as well as the overall effectiveness of economic relations" — stressed the Director of Strategic Projects at the NAFI Analytical Center Irina Hildebrandt.

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