January 29, 2008 09:00 ET

Plus Privacy With TRUSTe, Powered by buySAFE, Increases Consumer Confidence to Boost Conversions and Strengthen Brand Image for Online Merchants

SAN FRANCISCO, CA--(Marketwire - January 29, 2008) - Consumer privacy organization TRUSTe and e-commerce trust and safety company buySAFE today announced the availability of a joint offering designed to bolster consumer confidence and increase conversion rates for Internet retailers and small to medium-sized businesses.

TRUSTe's Plus Privacy program, powered by buySAFE, is the first ecommerce-focused solution from TRUSTe designed to turn more shoppers into buyers by assuring them that they can trust program-certified e-retailers with their most prized possession -- their personal information. Online merchants will reap the benefits of confident shoppers, enjoying a 5-15 percent increase in conversions and an average profit increase of 20 percent.

The program is especially designed to help small and medium-sized businesses and retailers who may be new to the online space and its unique demands for secure and private shopping. The program is fast and efficient to implement and is affordably priced at $29.95 per month or $240 per year -- a savings of $500-3000 off the standard TRUSTe certification rates. TRUSTe has partnered with buySAFE to provide this exciting new program, allowing them to offer the program at a price much lower than its customized privacy programs for large Internet companies.

The Plus Privacy program depends on buySAFE for three key elements:

--  Merchant inspection and monitoring - to ensure every merchant with the
    buySAFE Plus Privacy is professional, reliable and trustworthy, each
    merchant in the program must have a buySAFE account in good standing.
--  Privacy policy wizard - since many online merchants don't yet have an
    accurate, valid privacy policy, the Privacy Policy Wizard allows companies
    to create their own fully certified privacy policy customized to address
    individual business needs.
--  TRUSTe privacy seal management - buySAFE manages the joint seal with
    TRUSTe. The TRUSTe Privacy Seal appears next to the buySAFE Seal on
    merchants' Web sites.

"With the combined assurance of two reputable industry safeguards, consumers will shop certain in the knowledge that their digital identity is protected on Plus Privacy-certified sites," said Fran Maier, executive director of TRUSTe. "In addition, displaying the seal also reinforces positive brand reputation as a merchant that honestly cares about protecting its consumers. We're thrilled to provide this important service to the online commerce community, both sellers and buyers, to make it a safe and beneficial environment for everyone."

"As the leading online trust and security brand, buySAFE is delighted to partner with TRUSTe, the leading brand in online privacy protection", commented Jeff Grass, CEO and president of buySAFE, Inc. "This powerful combination gives merchants of all sizes the same benefits that only the big guys have traditionally had... the ability to create consumer confidence around hot buttons of merchant performance and customer privacy.", an innovative and highly successful online retailer to medical professionals and institutions, has been a buySAFE merchant for a year and added the TRUSTe seal to its 11 Web sites in October 2007. "As a company competing for business in the online marketplace, it's important for us to give our customers the sense of security they need to make their purchases on our sites," said Michael McGrath of "Having the combined strength of both TRUSTe and buySAFE behind our sites not only differentiates us from the competition, but it also tells our customers that their transactions are secure and their information is safe dealing with our company, giving them the confidence to buy from us."

The Plus Privacy program is currently available exclusively to Internet merchants securing consumer transactions with buySAFE. To learn more information about the seal program and how your company can be certified by buySAFE, please visit

About buySAFE:

buySAFE, Inc. is an expert at ensuring safe, reliable and risk-free online shopping. buySAFE and its surety partners -- Liberty Mutual, Travelers, and ACE USA -- certify online merchants to ensure they are trustworthy and reliable, monitor them continuously, and stand behind the certification by guaranteeing a shopper's purchase with a bond, up to $25,000. buySAFE is the only company in the world that provides online merchants with an explicit third-party endorsement of their reliability and trustworthiness, backed by a bond guarantee.

buySAFE has been proven to increase buyer confidence by providing certified merchants with the buySAFE Seal for display on their website and by enabling shoppers to guarantee their purchase with a bond. buySAFE benefits merchants because shoppers are more likely to buy when they have trust and confidence that the merchant will perform as promised. With increased buyer confidence, buySAFE Merchants typically enjoy higher website conversion, more repeat buyers and a better ROI on all their marketing dollars. buySAFE has guaranteed more than 15 million online purchases with a surety bond. buySAFE is headquartered in Arlington, Virginia. More information is available at

About TRUSTe:

TRUSTe helps consumers and businesses identify trustworthy online organizations through its Web Privacy Seal, Email Privacy Seal and Trusted Download Programs. An independent, nonprofit organization celebrating its 10th anniversary in 2007, TRUSTe certifies more than 2,400 Web sites, including the major internet portals and leading brands such as AOL, eBay, IBM, Intuit, Microsoft and Oracle. TRUSTe resolves thousands of individual privacy disputes every year. To learn more about internet privacy visit

Contact Information

  • Media Contacts:
    Morgan McDowell
    blast! PR on behalf of TRUSTe
    919-833-9975 x 12
    Email Contact

    Cara E. Porchia
    Atomic PR on behalf of buySAFE, Inc.
    Email Contact