The rise of e-commerce created an open playing field for merchants by overcoming geographical limitations.

Nonetheless, e-commerce platforms have their own set of challenges. Reputation and security play a key role in the success of e-commerce platforms. However, customer trust is often a bigger issue online than it is offline. Online marketplaces are vulnerable to fraudsters creating fake listings and reviews to rip off customers and marketplaces.

This leads to negative customer experiences that have the potential to drive away valuable users permanently.