So make it easy for people to find what they want. Make it easy for them to get all the information they need to make an informed decision. Make the order process easy. Make it easy to track a purchase and return that purchase where applicable. Sure there is.
Permission dies in the absence of trust.
Yes, privacy is a real concern for most people online. Those of us who make a living online may be pretty sophisticated in our understanding of encryption, firewalls, and everything else we do to ensure the security of our customers' private information. That so-called sophistication makes us complacent. Our customers have legitimate concerns. They don't want to put their money or personal information at risk.