Buyers have difficult time using e-markets.
The trick is getting them to trust a company and feel good enough to keep the transaction. For a lot of people it's almost as if they're researching products online and going offline to buy them. We want to keep them buing online. The Frictionless e-Market Suite, Levin argues, is one way to do that. In addition, there is an auction product, so that no matter how participants prefer to buy, they can do so in one central place.