Worse, because the Web is a new medium filled with young companies, consumers may not be ready to trust the Web for their purchasing. In traditional retail, consumers can immediately judge the resources of the seller by judging the environment of the retail outlet. A clean, well-lit store with amply stocked shelves and professional-looking sales staff inspires confidence in consumers. Consumers can also examine the goods to personally judge the features, quality, and styling of the product. By contrast, on the Web, it is hard to determine whether the Web site is backed by a billion-dollar corporation or a student in a dorm room. Judging products on the Webis also harder, as one lacks the ability to “kick the tires.” On the Web, consumers wonder whether the seller will deliver as promised, will keep credit card numbers safe, and will be there if something goes wrong with the product. Trust is both more important and harder to convey on the Web than it is at traditional bricks-and-mortar retail outlets.