Patent ID: 7765481

Claim:
A method, comprising: receiving an indicator of an attempt by a user to execute an electronic commerce transaction, the transaction attempt including presenting the user with an opportunity to enter information into at least one entry field of a website; and upon receiving the indicator of the attempted transaction, automatically presenting indicia of a reputation of another entity involved in the electronic commerce transaction; wherein a reputation service host stores the indicia of the reputation of the other entity, the reputation service host in communication with a client device of the user via a network; wherein the indicia of the reputation of the other entity is collected by the reputation service host prior to the attempted transaction; wherein a request for the indicia of the reputation of the other entity is received by a client application; wherein the transaction attempt includes presenting the user with the opportunity to enter the information into the at least one entry field of the website and the user entering the information into the at least one entry field of the website, and the transaction attempt occurs before the entered information is transmitted to a provider of the website.