A major factor in selling customized products is the difficulty in communicating the levels of pricing. Thus, many customized products required the assistance of a sales person or expensive kiosk equipment and custom programming. On the Internet, it is relatively easy and inexpensive. Programming is relatively simple and inexpensive to create such a web site. With the ability for almost anyone with a few thousand dollars to set-up a professional looking business, there is a concern of who a consumer can trust.
Consumers are likely to be skeptical and want to purchase from trusted, name brand sources.
Consumers are certainly concerned with the theft of credit card information as well. A large number of consumers are not aware of what a cookie is. Some are not aware that information is being collected on them and sold to third parties. Others are afraid that merchants knows exactly who they are and can see everything they do on the Internet. Nonetheless, this is an issue that retailers will have to deal with in order to attract online shoppers.