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Google Opens ‘Trusted Stores’

Free program is meant to foster trust among online buyers.

Google is a trusted name when it comes to finding things online. But it hopes it will soon be a trusted name in online shopping, too.

The popular search engine announced today the opening of the Google Trusted Store program, which it has been testing for nine months. All sellers in the U.S. who qualify can sign up for the program, which is meant to build confidence among buyers, and “help customers easily find merchants who offer a superior shopping experience,” Google notes in its program guidelines.

Stores that are in the program will have a Google Trusted Store emblem in the bottom right corner of their site.

The search engine adds that when shoppers buy from a merchant participating in the program, Google will help them if they have trouble during the transaction. According to news reports, Google has a team already in place that will focus on resolving issues. Shoppers will also get up to $1,000 in purchase protection.

To participate in the free program, merchants must sign up, and agree to and comply with certain polices, including having clearly posted terms of service, privacy, return and shipping policies. Sellers must also provide secure payment methods and keep their corporate profile, logos, contact information and other information current, among other requirements, Google notes.

Stores must also be able to put JavaScript on their order confirmation page to participate, according to news reports.

Google’s guidelines state that sellers who use drop-shippers are allowed to sign up to be a Google Trusted Store. However, “merchants’ bulk listing products fulfilled through drop-ship consolidators are prohibited.”

Tom Cole, CEO of Beau-coup, an online store specializing in party favors, supplies and decorations, says he’s been very happy with the program. His store was among the 50 that tested the program.

“It’s a win-win situation: Consumers get the assurance of seeing our performance grades on the actual experience of customers, while Beau-coup enjoys higher sales that come with that buyer confidence,” he notes on the Google Trusted Stores site.

Sellers can sign up to be a Google Trusted Store here.

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

  • Jannzcraftshop

    When will it be available to New Zealand, we are left out of some much from google, ie google checkout etc

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