Consumers online are discovering that they are no longer isolated and no longer have to be afraid of the companies they buy from. They can reach across the divide that once separated buyers from sellers. Best of all, they can network with thousands of other buyers doing the same thing. They can buy through auctions and reverse auctions. Quite suddenly, that divide in the marketplace between buyer and seller is closing up.
Customers now have a lot less to be scared of.
If your answer is yes, you're likely trying to run your online business with a model that better suits the offline world. You need to welcome their scrutiny and questions. Ask for their opinions and suggestions. Act on their collective feedback. But most of all, put aside the fear that for decades has worked so effectively to put up a wall between consumers and vendors.