The issue of trust means a lot to ecommerce, because Internet shopping does not let customers to actually hold a product in their hands or see the results of your services in real life until they pay for them. Moreover, even if you can prove the quality of your goods and services, there are still questions left, such as:
How good are your shipping services?
How fair are the shipping costs?
Is there a reliable purchase protection?
What are the conditions of purchase return?
…and many more.