Internet in Business mentor Jakob Nielsen responds:
Eventually that will happen, although in the immediate future, privacy concerns will keep people skeptical about using the Internet. Over the long term, a site's reputation will be based on how well it treats its users, not on how well marketed it is. In my opinion, that will happen with the rise of independent online verification bureaus, or what I call "reputation managers." These will be independent, Web-based "Better Business Bureaus" that evaluate Web sites based on the experiences of customers who use them. Once that happens, e-commerce will have a lot more credibility than it does today.

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