SAN FRANCISCO - April 13, 2010 –Millions of consumers can now shop online with ease by taking advantage of TRUSTe’s just-launched SafeShopping.com portal, a directory of trusted Internet retailers including those that have earned TRUSTe certification and display the TRUSTe seal. As part of a continued commitment to consumer privacy, the directory will be hosted by TRUSTe and will house an expansive list of safe shopping merchants, highlighting TRUSTe certified retailers, and encouraging consumers to provide feedback on any merchant’s privacy program. 

In the same way that the TRUSTe seal helps consumers instantly identify reputable internet retailers and businesses, SafeShopping.com will guide consumers to reputable e-tailers that stand behind their business and care about their customers.

TRUSTe certified ecommerce sites meet the rigorous privacy standards set forth by TRUSTe. All TRUSTe certified Web sites are required to have an up to date, specific, and easy to read privacy policy that lets consumers know how their personal information is being used and protected. Now with the TRUSTe SafeShopping directory, consumers can search for and compare a wide range of products, taking advantage of the latest deals and lowest prices, all with peace of mind.

SafeShopping.com features a wide variety of online retailers, from big-box stores to small businesses including Apple, Best Buy, AClens, OneWayFurniture.com, and Diapers.com, all of which are TRUSTe certified.

"As consumers are faced with infinitely more shopping options, knowing which e-tailer to trust is increasingly more difficult. Consequently, consumers have begun to expect more prominent assurances of online trust,” said president and executive chair of TRUSTe, Fran Maier. “As the leading privacy trustmark, we wanted to provide consumers with a trusted online shopping experience.  In addition our clients enjoy the benefits of being featured in the directory.” 

In a highly competitive marketplace and as a result of increased consumer expectations, online trust is increasingly becoming a point of differentiation for e-tailers. A recent Consumer Reports study indicated that 71 percent of consumers look for a trustmark or privacy seal before doing online business with a merchant’s Web site.  A recent consumer study conducted by TNS found that 82% of consumers trust TRUSTe and find the privacy trustmark useful in deciding when and how to disclose personal information (source: TNS, 2010).

When consumers go to SafeShopping.com, they’re greeted with categories – from clothing to computers – to help them find what they’re looking for. In addition, the site features both “popular products” and “featured products” sections. Clicking on the product of interest automatically pulls up a list of several trusted retailers where the products are sold, allowing consumers to comparison shop safely.

In its continued effort to build consumer confidence in e-commerce, TRUSTe certifies increasing numbers of online retailers. TRUSTe also works with other major online shopping directories to ensure best privacy practices, including PriceGrabber.com, which also highlights TRUSTe certified etailers.

About TRUSTe
TRUSTe is the leading global privacy management solutions provider and offers a broad suite of solutions that enable multinational companies to safely and efficiently handle the customer data powering their online businesses - including advertising, cloud services, mobile applications, and websites. Over 5,000 web properties from top companies like Apple, Disney, eBay, Forbes, HP, and Microsoft rely on TRUSTe to ensure compliance with evolving and complex international privacy requirements. TRUSTe's mission, based on a "Truth in Privacy" framework, is built on a solid foundation of transparency, choice and accountability regarding the collection and use of personal information. TRUSTe's privacy seal is recognized and trusted by millions of consumers worldwide as a sign of responsible privacy practices. For additional information on TRUSTe and its offerings, please visit http://www.truste.com.