Branding is another essential part of the solution. The medium that once was predicted to be the death of big brands has actually reinforced branding as a trust-building necessity. Smart sellers in any medium will take note. The web was originally predicted to be the world's first frictionless market, meaning every consumer would have endless options and perfect information, so transactions would fluctuate toward the lowest price. But that hasn't been the case.
Most consumers are apt to spend more in a local, trusted source that provides extras.
Web sites that try to compete on price alone in a consumer space have failed, reinforcing my trust and branding theory. One sports retailer I've worked with has proven this in spades. She sells kayaks and big-ticket equipment at full suggested retail prices, but she comes out fine in a sector in which discounting is de facto. She hosts an active online community. She has Olympic-caliber experts on hand to answer questions and give tips.