Online merchants face many challenges in expanding the public’s use of e-commerce. Customers will have to feel that the information they supply is secure and confidential, not to be sold to others. Companies must encourage communication by inviting questions, suggestions, and even complaints via e-mail. Some sites include a call-me button---when the customer clicks, the phone rings and a customer representative is on the line, ready to answer a question. Smart online marketers respond quickly to inquiries by sending out newsletters, special product or promotion offers based on purchase histories, service reminders, or announcements of special events.