You can buy just about anything on the Internet. Amazon has branched out from selling books to selling vacuums, shoes, TVs, bicycles, and everything in between. But perhaps more interesting is the rise of convenience products now bought online.

Tired moms and dads can order diapers and baby formula at a fraction of the retail price, and frazzled on-the-go professionals can subscribe to monthly shipments of healthy snacks, socks, and toiletries.

With all these everyday purchases (and potential for repeat purchases) up for grabs, online companies are trying to slash prices and increase the ease and convenience of their shopping experiences.

But for online-only companies, successfully competing with traditional brick-and-mortar powerhouses often hinges on one very simple but important factor: trust. Consistency, fast and reliable shipping, brand-name products, and customer service are all factors that contribute to growing that trust.

Retailers that can maintain high standards in these areas have the greatest chance of success because—aside from lower prices and the sheer convenience of ordering online—trust is what keeps customers coming back.

Fast, Reliable Shipping Helps Inspire Trust

Shipping in online retail has radically transformed the industry. Growth in same-day and overnight shipping, as well as negotiated freight rates, have tremendously increased the affordability and convenience of online shopping, broadening the scope of what we consider buying online.

Winning over consumers is easier if a retailer can offer the same quality brands as brick-and-mortar stores with the added bonus of convenient door-to-door shipping for no cost or a negligible fee.

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Alex Friedman is the president of Ruckus Marketing, LLC.

LinkedIn: Alex Friedman