Factors Influencing Customers Trust In B2C E-Commerce and Their Relationship with Business Sustainability

As technology advanced, customers started to choose online shopping over traditional retail, giving B2C e-commerce significant importance and wide distribution. Despite all the benefits of e-commerce, it is an edged weapon, because businesses in the B2C e-commerce ecosystem encounter various difficulties. One of these difficulties is customer trust. The bond that binds a customer to a business is trust. The greater the degree of trust that customers and businesses maintain. The more fruitful the relationships are. Customer trust is the key element that ensures customer loyalty and retains business sustainability in the e-commerce market. In B2C, many factors can have a positive or negative impact on businesses’ customers. These factors affect customers’ trust and impact business sustainability. Thus, this paper examines the factors that influence customers’ trust and shows how they impact business sustainability, and provides several practical solutions for dealing with these factors.