Google has launched a new certification service called Google Trusted Stores which will help shoppers locate online stores that are reliable.
The service will allow online shoppers know if "they’re shopping with a reputable retailer and they can feel confident making an informed purchase."
Google said it has been testing the service for nine months with about 50 online merchants including Wayfair, Timbuk2 and Beau-coup.
The free e-commerce service allows merchants who meet certain shipping and customer service performance metrics to participate and display the Google Trusted Store badge on their web sites.
Google noted in its blog "the 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."
Wayfair co-founder and CEO Niraj Shah said, "We think anything that helps customers get comfort with online retailers they may not know, will be a big driver for the growth of ecommerce. The performance of Google Trusted Stores has shown an ability to do this."
Google also offers $1,000 for a lifetime purchase protection to shoppers who opt in to buy from a Google Trusted Store.
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The company stated the programme helps online stores attract new customers, increase sales and differentiate themselves by showing off their service through the badge on their websites.
Google Trusted Stores is open to all US merchants starting on June 7.
The programme is seen in part as an attempt by the Internet search giant to increase its competition with e-commerce giant Amazon.com which acquired Kiva Systems this year and has also driven down the price of its Web Services cloud computing platform.
