Customer’s trust management in polish e-commerce : case study

E-commerce is one of the most important and fast-growing way of trading. The obstacles common in traditional market seem to lose their meanin here. More and more often the benefits given to the customers are remarkably alike among wide range of stores providing their merchandise via e-commerce service. Those features determinate the question in what way the customer’s loyalty to the particular online store can be achieved and how the trust can be created and maintained. The main aim of the paper is to analyze the case of an online store and its trust-building strategies not related only with price of offered products, as well as presentation of the results of adopted actions which were to ensure increase in sales and to build strong market position of a multi-brand e-commerce retailer.