The demand for online shopping has surged in the past decade across all global markets. In particular, internet-only ‘e-tailers’ are expected to continue generating record sales in the coming year. The growing demand for online shopping has led to opportunities for both online start-ups and small entrepreneurs to adopt an online-only approach to starting businesses. Although there are many advantages to not having a physical store, the internet has become a daunting competitive environment. One major hurdle that many first-time e-tailers face in gaining customers is earning their trust.