I recently decided to upgrade my digital camera before an upcoming family vacation. I know just enough about digital cameras to be dangerous, and had an idea of which features were important before I went online. From start to finish, I spent 30 minutes researching digital camera models and pricing before making a purchase. Online product reviews in PC World Magazine and in threaded forums were influential in my decision. When it came to purchasing, selecting an online retailer came down to trust. In all successful business relationships, building trust with the customer is essential in converting prospects into customers.