Steve Woda's blog

Shopping Advisor approved by Mozilla for Firefox

After two months of testing in Mozilla's developmental sandbox, Mozilla approved the buySAFE Shopping Advisor for public distribution via the Firefox Add-on site starting this week.

If you aren't already using Shopping Advisor with your Firefox browser, you should install it as an add-on today.  You can check it out on the official Mozilla Firefox Add-on site here... https://addons.mozilla.org/en-US/firefox/addon/9009

I am obviously excited about this big milestone, and as always, I hope you will continue to provide us with your feedback, insights and ideas on Shopping Advisor over the coming weeks and months.

Have fun, and happy new year!

Steve

The eMarket for Lemons at The Wharton School

I had the opportunity to speak at The Wharton School, University of Pennsylvania last week about an article that Dr. Eric Clemons recently authored for the Journal of Management Information Systems, "An Empirical Investigation of Third-Party Seller Rating Systems in E-Commerce: The Case of buySAFE".  My presentation was focused on marketplace economics and specifically about information asymmetry, signaling, the "Market for Lemons" concept, and buySAFE.  In addition, I was able to share a few thoughts about my entrepreneurial experience with buySAFE.

As always, I had a great time as the guest of Dr. Eric Clemons, and I enjoyed hearing the passionate questions, insights and feedback from the students.  One of the students posted an article about my visit on his blog, The Un-Wharton. 

The eMarket for Lemons and The University of Maryland

Last week, I had the opportunity to speak to a few hundred business school students at the Robert H. Smith School of Business, University of Maryland.  Michael Beveridge, buySAFE's VP of Business Intelligence, joined me in speaking at the invitation of Professors Guodong (Gordon) Gao, Peter Weiss, and Mingfeng Lin.  The students had previously read "buySAFE - Creating and Profiting From the Bonded Seller Advantage", a case study on buySAFE authored by Wharton professor, Dr. Eric Clemons.  Here is the presentation that Michael and I shared with the students... "eMarket for Lemons - The Economics of an Evolving eCommerce Marketplace".

As always, it was a terrific experience for me.  The students were extremely prepared, and they had definitely done their homework on buySAFE, information asymmetry, and the ecommerce marketplace in general.  If you ever want to get an excellent sense of how well your marketing efforts are working or how well you are educating the market about your solution, I highly recommend inviting a couple hundred college students to study your product or service and let them give you feedback.  I loved it!

Read more about Dr. Guodong (Gordon) Gao >>

Build Buyer Trust to Drive Holiday Revenue

How can you drive up your holiday revenue?  Build trust with your buyers!  That's right.  By simply spending a bit of time and energy thinking about how your consumers do their searching, shopping, and decision-making, you can increase your holiday revenues in a material fashion.

On Wednesday, October 24, 2007 at 11:00-12:00 PM MDT, I will be giving an educational webinar sponsored by Infopia and buySAFE on the subject of building trust with your buyers to drive up your revenues and profits.

If you can spare an hour of your time, I promise you that you will learn something new and interesting.  If you are serious about building your online business, this will be time well spent.

Space is limited, so please register for the webinar as soon as you get a moment.  You can register at https://www.gotomeeting.com/register/890705170.

Related articles:
"Infopia Integrates with buySAFE" - Infopia Blog

buySAFE and ScanAlert (HACKER SAFE) Announce a Major Trust, Safety and Security Partnership

This week, buySAFE and ScanAlert, the provider of the Hacker Safe service, announced a huge partnership, and in my opinion, this is a great development for e-commerce.

Under the terms of the deal, ScanAlert will provide buySAFE's Certified Merchant solution for free to its merchants during the HACKER SAFE account activation process and from within the account management console.  In addition, buySAFE will make ScanAlert's PCI validation services available to its merchants for free as well.  This is truly a terrific combination for merchants and buyers.

Obviously, buyers want to find the right product at the right price.  Once that has been accomplished, buyers basically care about two things when considering whether or not to make a purchase online...

1. Am I going to get what I pay for?
2. Is my private information going to be safe?

buySAFE is the best in the world at making sure buyers will get what they paid for.  buySAFE does this by rigorously inspecting its merchants' sales experience, online reputation, identity, and financial stability.  Then, buySAFE monitors the merchant's transactional history, in real time, for any sign of transactional or business default.  Finally and perhaps most importantly, buySAFE puts its money where its mouth is bonding the transactions of buySAFE merchants up to $25,000 per transaction if requested.

Hacker Safe is amongst the best in the world at ensuring that buyers' private information is going to be safe.  They accomplish this goal by performing daily vulnerability scanning of their merchants' websites.  This helps to make sure that the merchants' websites are secure and difficult for bad guys to breach. 

Both companies are industry leaders in the online trust, safety and security world, and both have thousands of merchant customers using their services.

Again, it important for merchants to understand that their shoppers are concerned with two things...  and Will I get what I paid for, and is my private information going to be safe?   Optimal web site conversion metrics can only be achieved by answering both of these questions credibly.  Together, buySAFE and ScanAlert are a powerful combination that will benefit merchants, buyers, and the entire e-commerce industry.

Related articles:
"buySAFE & HACKER SAFE in a Ground Breaking Announcement - Enabling Risk-Free eCommerce" on the buySAFE blog
"BuySafe Partners with ScanAlert/Hackersafe and CRE Loaded" on AuctionBytes.com

Scam of the Month - Judge Judy Punishes an Idiotic eBay Fraudster!

In this "scam of the month", Judge Judy takes on an eBay fraudster and ultimately hands out the maximum punishment.  In spite of the fact that this scam seems audaciously ridiculous, it is actually quite common online.  Bottom-line, there are a lot of folks out there that lack any semblance of a moral compass.

My inspiration for starting buySAFE was a similar scam that I fell victim to on eBay during the summer of 2000.  The only major differences that I can point to are that I purchased a $400 PDA, and instead of taking the scammer to court with Judge Judy, I decided to instead start a company dedicated to making every online transaction trusted, reliable and risk-free... buySAFE!

Next time, I hope these two innocent victims limit their purchases to buySAFE merchants.  It will save them a whole lot of anguish and effort!

Watch this video.  It is quite enlightening.

Related articles:
"Judge Judy Episode on eBay Trust & Safety" on Psychohistory blog

eBay Merchant Economics

I recently asked Michael Beveridge, buySAFE's Sr. Director of Business Intelligence, to share with us some of the interesting eCommerce data that buySAFE has developed over the last eighteen months.  We consider data and analytics to be critical to buySAFE and our merchant customers' businesses, and obviously, every merchant is interested in having solid, reliable data on the ROI associated with buySAFE.  At the request of hundreds of our merchant customers, buySAFE has invested heavily into developing an amazing data and analytics platform that can deliver incredible insights beneficial to buySAFE Merchants.  We will be sharing some of our new insights with you over the coming months, and I hope you enjoy the content. With that intro, here is Michael Beveridge's first contribution to this blog...

Important eCommerce Trust and Safety Statistics

At the PESA Summit this past week, there was a lot of talk about how to improve e-commerce conversion rates. I believe there are three critical drivers for conversion: product selection, price, and trust. Each of these issues would provide substantial content for an article, but I thought I would dedicate today's post to a number of very important trust-related statistics.

If you have any doubt about the role of trust and buyer confidence in your e-commerce business success, please take a quick look at these stats.

• 55% of online shoppers say trustworthiness of the merchant is most important (vs. price, convenience, pleasure, other)
  (Source: Online Shopper Research Report, 959 respondents, August 2006)
  

• 65% of online shoppers buy only from sites they know and trust
  (Source: VeriSign Secured Seal Research Review 08/06)
  

• 72% of online shoppers are becoming more cautious when buying online
  (Source: Gartner Research, 5000 respondents, May 2005 survey)
  

• 73% of online shoppers are concerned about the item being misrepresented (inaccurately described, counterfeit)
  (Source: Online Shopper Research Report, 959 respondents, 08/06)
  

• 76% of online shoppers are worried about never getting their purchase
  (Source: Online Shopper Research Report, 959 respondents, 08/06)
  

• 81% of online shoppers are concerned about merchant return/refund policies not being honored
  (Source: Online Shopper Research Report, 959 respondents, 08/06)
  

• 84% of online shoppers are concerned about merchants not treating them fairly
  (Source: Online Shopper Research Report, 959 respondents, 08/06)
  

• 85% of online shoppers are concerned about identity theft
  (Source: TNS Research, 08/06) 
  

• And, amazingly, over 50% of all U.S. internet users still don’t buy online (even from Amazon.com!).
  (Source: Bear Stearns, September 2006)
  

With respect to this last statistic, "trust" issues are the primary driver of e-commerce non-participation. Amazingly, more than 50% of your potential customers will not buy online because they are nervous! Are you kidding me? That is a huge number, and obviously, the time has come for the e-commerce industry to take this issue seriously.

eMarket for Lemons at Baruch College

I was recently invited by Dr. Karl Lang to be a guest lecturer at Baruch College on the subject of buySAFE and my experience starting an e-commerce business.  I always love speaking to folks about buySAFE and its important value proposition (Making sure that buyers get what they pay for, and that merchants get paid what they deserve.), but I especially enjoy speaking with college students (in this case they were MBAs) about what I believe is happening with e-commerce today.

As many of you know, I believe there is a fundamental problem emerging with e-commerce.  Specifically, the problem is that buyers have a very difficult time reliably telling the difference between good sellers/product and bad sellers/product.  In economic terms, this is called "information asymmetry".  Sure, if you are large, recognizable brand, buyers know they can trust you.  However, if a merchant is unknown to a buyer, how in the world can that buyer reliably figure out if everything is going to be 100% okay?  The answer is that it is very difficult for them to do so confidently.

When a marketplace suffers from information asymmetry, it inevitably develops into a "Market for Lemons".  You can read my previous blog post on the subject at "What is a Market for Lemons?"

Obviously, buySAFE solves this major e-commerce problem, and as of Q2 2007, there are thousands of online merchants that have signed-up for the buySAFE service in order to help mitigate this issue for shoppers.

I thought you might like to see the presentation I gave the MBA students at Baruch.  You can download the "eMarket for Lemons" presentation here, or you can view the presentation below.

I want to thank give a special thanks to Dr. Lang for inviting me to speak at Baruch College, and I especially want to thank the MBA students for their fascinating questions and additional insights.

buySAFE on The Today Show!

The past few days have been quite exciting here at buySAFE.  Last week, buySAFE was featured on The Today Show.  The "Designer Duds: Fake or Real?" segment, reported by Today's consumer affairs reporter Janice Lieberman, discussed the growing e-commerce problem of counterfeit luxury goods.  As expected, buySAFE was showcased as a terrific solution to the counterfeit goods problem.

Counterfeit/fake/stolen goods are obviously becoming a major issue for e-commerce, but in my opinion, this problem is actually a symptom of a much larger, more important, fundamental problem... Online, buyers have a very difficult time discriminating good sellers/product from bad sellers/product.  The REAL problem is that the Web suffers from major information asymmetry issues.  That is why bad guys are successful at defrauding consumers. 

Please think about my diagnosis for a moment... If consumers could tell the difference from the good guys and the bad guys, would shoppers ever unknowingly buy a counterfeit item?  Of course not!  Fraud happens because of information asymmetry.

I think you will find the "Designer Duds: Fake or Real?" news segment very interesting.  However, as you watch this clip, please understand that the counterfeit/fake/stolen goods fraud problem is due to a more fundamental e-commerce problem... Buyers can't reliably tell the difference between the good guys and the bad guys!  In economic terms, this is called information asymmetry, and it is causing legitimate, professional merchants millions of dollars each and every day.

Kudos to Jeff Grass, buySAFE's CEO, for a job well done!

Related blog posts and e-commerce articles:
"Designer Duds: Fake or Real?" by Janice Lieberman on The Today Show and iVillage.com
"buySAFE Invited By the French Government to Help Stop Online Sales of Counterfeit Luxury Goods" by Travis Brown on the buySAFE blog
"eBay Bonding Service buySAFE Featured on Today Show" by Ina Steiner on AuctionBytes.com
"buySAFE Appearance on 3/20/2007 Today Show" on AuctionBytes.tv

Stop Worrying! How to Solve the eCommerce Trust Problem.

Jeff Grass, buySAFE's CEO, recently posted a comprehensive article on the eCommerce Trust problem, and how buySAFE is specifically designed to tackle this big issue.  Jeff does a great job of laying out the requirements for effective online trust and safety solutions, and I thought you might enjoy the read.

"Stop Worrying! How to Solve the eCommerce Trust Problem. (A must read if you sell or buy online!)" by Jeff Grass on buySAFE's blog

If you have any thoughts, insights, or comments on Jeff's article, I would be very interested in hearing from you.

What do Digg and eBay Have in Common?

Written by Guest Blogger, Lauren Davis - Georgetown Law student

What do Digg and eBay have in common?  Their rating systems are under assault by the fraudsters, and in some cases, this mischief is undermining the systems' credibility and effectiveness.

There has been a great deal of buzz surrounding a recent article in Wired magazine. The piece, entitled “Herding the Mob,” notes that online retail sites, such as eBay and Yahoo Auctions, and social bookmarking sites, including Digg, del.icio.us, and Reddit, share a common problem: the gaming of their community-based systems.

MySpace is Your Space. EverybodySpace.com

Written by Guest Blogger, Marc Morel - Director of Product Management, buySAFE

Web 2.0 has been ruling our world for several years now. We have all been posting, rating, blogging, podcasting, and commenting on everything from politics to the latest ball game we went to watch. This is power to the masses. And the world got better. But, did it really? I am not so sure...

eBay and Seller Certification

Skip McGrath is the CEO of Auction Seller's Resource - a terrific newsletter for professional eBay merchants and for those folks aspiring to make a living on eBay.

Skip recently posted a series of interesting articles on the subject of seller certification on eBay.

Part 1
Can Seller Certification Bring Buyers Back to eBay

Part 2
eBay Selling Tools To Build Your Business by Preventing Fraud

Skip has done a nice job of laying out a number of things to consider, and I encourage you to give his posts a read. 

I believe Seller Certification is part of the answer for eBay (and eCommerce in general), but my big fear is that a bunch of eBay marketing folks will get together and roll out a new "seller certification" program, and that the program will fail to actually do anything meaningful for buyers or the economic health of the eBay marketplace.  Tough, effective "seller certification" programs actually require that you have to tell some sellers that they CAN'T be "certified".  In my experience, marketing folks don't like to tell current or prospective customers that they can't do business together.  Tough, effective certification programs are designed to limit the players on the field, and this is usually counter to everything the marketing folks think about each and every day.

eBay Feedback Farms Undermine Feedback Ratings System

Last week, Ina Steiner documented the basic story of 'Feedback Farms' on eBay.

I have to be honest, these scams continue to amaze me, and one has to conclude that these scams are damaging and undermining the entire feedback/merchant rating system.  If fraudsters can so easily create feedback/merchant ratings in the thousands, then buyers will have to increase their vigilance online.  From a buyer's point of view, it continues to be more and more difficult to truly discern good from bad.

What is a "Market for Lemons"?

I have had a number of eBay merchants write me about a post that I made earlier this week suggesting that eBay seems to be displaying the early signs of a Market for Lemons problem (Some would argue it is far beyond the beginning stages, but I will let you debate that with your comments below).

Without focusing on eBay or eCommerce in general, it has been requested that I illustrate a simple example of how a "Market for Lemons" develops.  Obviously, there is a lot of academic research on this subject (I posted a Wharton case study by Dr. Eric Clemons earlier this week, and you won't want to miss it since it discusses eBay's challenges in greater depth.), and almost everybody has heard the "Market for Lemons" term utilzed at some point.  Wikipedia provides a basic overview of the Market for Lemons economic concept, so I won't regurgitate what you can read elsewhere.

In short, the "The Market for Lemons: Quality Uncertainty and the Market Mechanism" is a paper written by George Akerlof in 1970 that describes what happens to markets that suffer from information asymmetry problems.  Ultimately, Dr. Akerlof won the Nobel Prize for Economics in 2001 (along with Michael Spence and Joseph Stiglitz) for his analysis of markets with information asymmetry.  While I was at Wharton, I was fascinated by the implications of this research on eCommerce marketplaces.

The "Steve Woda LinkedIn Profile" is up and running

I spent a few minutes today working on my "Steve Woda LinkedIn Profile".  I love LinkedIn, and I like the idea of having an online profile that folks can refer to if they want to get the basics on who you are.  I have to be honest though, there are too many of these things out there, and it will be nice when one company has become the defacto standard.

This ties into my favorite subject, portable trust and reputation.  The Wall Street Journal discussed portable reputation on 8/2/06, and they mentioned a few of the companies in this space including Trufina and Opinity.  This subject is going to get bigger and bigger this next year, and I expect buySAFE will be leading the charge with its portable trust signal, the buySAFE Seal.

Important Portable Trust & Reputation blogs:
buySAFE blog
Trufina blog
Opinity blog
Rapleaf blog

Rapleaf, Portable Reputation & Portable Trust

I had a very interesting conversation last week with a smart entrepreneur named Auren Hoffman in San Francisco. His company, RapLeaf, aims to enable portable reputation signals for people and merchants. I like almost everything I heard about what RapLeaf is trying to do, and I plan to keep close tabs on and cheer for their success.  I just signed up for Rapleaf, and you can see my Rapleaf reputation here...

I love the idea of portable trust and reputation signals.  These two things are obviously related, but it is important to note that they are different.

We consider buySAFE a portable trust signal for online merchants. Our objective is to become the world's leading eCommerce Trust & Safety company by making every online transaction trusted, reliable and risk-free.  So far, so good.  Today, you can find the buySAFE Seal on millions of Internet and eBay listings each and every day. At buySAFE, we enable merchants to leverage our powerful trust signal and bond guarantees across all of their eCommerce sales channels including eBay, Overstock.com Auctions, TIAS, and most recently, their web storefronts.

buySAFE's trust signal is very black and white. You are either bonded or not. As a buyer, you are either going to enter into a risk-free transaction with a Bonded Seller, or you are going to enter into an uncertain transaction with a non-bonded seller.  Regardless of your feedback rating, the equation is still the same...risk-free or uncertainty! It is really that simple. Please check out these two stories on some of eBay's former top feedback rating sellers to understand my point...GlacierBayDVD & Sell2All.

buySAFE believes that "no risk" is the only viable, future option for eCommerce. Buyers don't want "a little bit less risk" or "substantially less risk"..... As the eCommerce markets mature, "no risk" is the only real option that merchants will be able to offer consumers if they want to attract and convert sales. buySAFE obviously believes that certainty is a powerful concept in signaling and that it is the missing piece in ecommerce transactions with unknown entities (I will be posting a lot in the future on the economic concepts that folks must understand in order to optimize their sales online).

Having said all of that, it is not an easy feat to become a Bonded Seller. You have to be a professional seller with a good reputation, previous sales experience, minimum sales volumes, and adequate financial stability in order to be a Bonded Seller.

What I like about RapLeaf is that it signals to buyers that the individual/merchant has a history of transacting fairly.  It is essentially a portable reputation signal that individuals/merchants can leverage on all of their online sales channels.  Rapleaf doesn't ensure that you won't have a bad experience, but it is a nice reputation signal for those individuals/merchants that cannot qualify to be Bonded Sellers.  That really is a huge benefit for online shoppers.  Frankly, I believe there will be lots of Bonded Sellers that will enjoy the extra benefit of a portable reputation whether that comes from RapLeaf or eBay or whoever.

Obviously, buySAFE doesn't enable individuals to rate each other, and buySAFE has chosen to not to do this for a number of reasons. First, we started buySAFE on eBay, and eBay is very protective of its turf including its feedback rating system.  Obviously, the feedback system is critical to eBay's success thus far, but that doesn't mean it is the optimal system.  I don't believe it is, and I will be talking more about this in future posts.

One last thought... Scot Wingo did a very nice job touching on portable reputation signals back in March.  He is a very smart guy, and his post is very insightful on this subject.  I do not agree with all of his thoughts, but his insights are very important nevertheless.  Most specifically, I disagree with Scot's thesis that Google might be in the ideal position to provide a portable trust or reputation signal.  I believe buySAFE is in a far better position to provide the ideal portable trust signal for shoppers and merchants, and I hope to prove that to you over the coming weeks and months.

Google is an unbelievable company (I own its stock), but it is not an objective third party.  Payment providers and marketplaces, by definition, have to be buyer biased in order to create adequate buyer demand.  It is impossible for these firms to be effective "trust brokers" if they have any bias towards either party.  Google is now both a payments company (Google Checkout) and a marketplace (Google Base, AdSense, etc..).  By law, buySAFE has to be a discerning, objective mediator because we are regulated by the state insurance regulators in all 50 states.  We are required to protect buyers, but we are also required to protect the interests of sellers from bad buyers.  Google cannot and will not do that for merchants, and so, it can't provide the optimal portable trust or reputation signal.  eBay and PayPal are obviously hampered by the same challenges.

Of course, they could always use a simple merchant rating system, but again, merchant rating systems are extremely imperfect signals, and the merchant ratings are not backed up by foolproof guarantees of seller performance.  Coincindentally, Ina Steiner of AuctionBytes wrote on the subject of Google's Rating System this morning.

We will be talking a lot about eBay, Google, the economic concepts of signaling, and online trust & safety over the coming months, and I hope this is helpful for you.  Again, I am excited about Rapleaf, and I am cheering for their success.  I am not sure what they will be able to do with their business model, but I definitely see the value they can provide online shoppers.  Good luck Auren!