But, from today, the Consumers' Association is to cease its Which? online Web Trader service, which it offers online retailers to use as a quality mark if they meet and maintain set standards, because it claims the service is simply to costly to run.
However, the consumers group continues to emphasise the importance such quality marks in an emerging market, particularly while consumer confidence is low, and called on the British government to set up a new scheme, preferably across Europe in scope in cooperation with the EU.
With internet trading growing at a staggering 19 times traditional retailing according to the Internet Media in Retail Group, many commentators agree that the need for some from of trade quality scheme is high.
Since the scheme launched, it had validated over 8000 businesses, issuing marks to about a third.
