The sales profit in B2C, better known as online shopping, substantially depends on consumers' confidence and trust. Many businesses have recognised this and as a consequence trust-building measures are getting more and more important. Several initiatives for trust-building exist in the internet. Only in Europe there are approximately 16 initiatives active.

The objective of this paper was to analyse the problem of trust in B2C and to define resulting requirements. The consequential solution should include an integrative and realisable concept. Based on the acquired knowledge it was decided to evaluate the existing solution 'e-comtrust'.

To analyse the initiative for trust-building 'e-comtrust' a context had to be defined first. This context includes a discussion of the phenomenon 'trust' and a definition of the term B2C. In a next step an analysis of the problems and requirements was done. The final evaluation was made by comparing the nominal and actual values.

The results have shown that this initiative complies with all the technical and legal requirements. The latter are met by taking into account national as well as international laws. The application of the requirements in the business process is made possible by referring to the ISO 9001:2000 standard.

One question which remains is what 'e-comtrust' is doing to improve the emotional aspect of trust-building. For example the initiative does not mention which measures can be taken to build consumers' confidence and trust in direct contact situations, such as e-mail or telephone contact.