For years brick-and-mortar businesses have relied on the seal of quality that comes from the Better Business Bureau. Now e-tailers have the same opportunity to provide customers with the same guarantee that they are honest and professional.

In an effort to promote Internet trust and confidence, the Council of Better Business Bureaus has created an online subsidiary -- BBBOnLine.

If your company is at least one year old and you've joined your local Better Business Bureau, you can be eligible for the BBBOnLine Reliability seal. Additionally, you must agree to abide by BBB guidelines - prompt and satisfactory response to customer complaints; commitment to problem resolution; and adherence to advertising self-regulation programs.

If you qualify, you may post the BBB seal of quality assurance on your Web site, notifying all visitors of your commitment to providing them with a positive shopping experience.

Your efforts to achieve customer confidence may also earn you a BBBOnLine Privacy Seal. Eligibility requirements include meeting the guidelines for the Reliability Seal as well as establishing a company privacy policy and maintaining strict compliance.

The benefits of BBBOnLine participation can be far-reaching for your e-store. Establishing a customer relationship based on trust could put you ahead of the competition while instilling confidence among your shoppers.