In the earliest days of e-commerce, it didn’t matter if you were ordering from a little old lady on eBay or a venture-funded start-up like Amazon or Webvan: Every transaction was a crap shoot. You browsed virtual stores that didn’t even have the dubious glossy authority of a Victoria’s Secret catalog. You studied photos of vintage furniture, Oprah’s latest book club pick, meat. With a leap of faith, you clicked on the Order button and surrendered your mailing address and credit card number. There was no droning customer service representative to reassure you that the enterprise you were dealing with was at least legitimate enough to hire a roomful of disaffected high-school dropouts. There was no stamp to lick, or any other tangible evidence to suggest this transaction was truly taking place. Who knew buying pet food or… More…