The Web is linking the world, creating a truly global marketplace in the process. As a result, vast numbers of potential buyers and sellers are being brought together for the first time. But these parties, formerly unknown to each other, require trust before they can reliably transact business. This means learning the identity of those with whom you are dealing and that entity's reputation, past performance, ability to complete the transaction and more. The explosion of new connections between buyers and sellers is creating boundless opportunity as well as potentially debilitating risk. To realize the great promise of these global digital marketplaces, infrastructure must be created quickly on which trust and confidence between buyer and seller can be built.
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