Leave it to Google to find another way to promote shopping online -- by creating its Trusted Stores Program.
The new program is Google's attempt to make "nervous" buyers calmer about parting with their credit card numbers on an anonymous site. From Tom Fallows, product manager for Google Shopping on the Official Google blog:
When shoppers see the Google Trusted Store badge, they know in a snap they’re shopping with a reputable retailer and they can feel confident making an informed purchase. . . . This badge is only awarded to online stores that deliver a great overall experience, so even if you haven’t shopped with this merchant before, you can easily tell if they are trustworthy, ship quickly and reliably, and offer exceptional customer service. If there’s a problem with your purchase, we’re here to help.