The concept of trust is of great importance for the expansion of e-commerce. Therefore, acquisition of buyer’s
trust is the key driver for e-companies. There are factors that strengthen trust and influence the way it can be built.
Negative factors coexist with the positive ones and they are considered as risks for the e-shops. Risks are deterrent
factors that bother the buyer from online shopping. E-shops should examine and understand these negative factors,
and develop strategies to reduce the possibility of risks.