Reassurance in e-commerce refers to the sense of trust and confidence that a customer feels when making a purchase online. It is the feeling of security and peace of mind that comes from knowing that their personal and financial information is safe, the product or service will meet their expectations, and any potential issues will be resolved promptly and efficiently. This reassurance is crucial in building a positive and long-lasting relationship between the customer and the online retailer, ultimately leading to increased customer satisfaction and loyalty. In today’s digital age, where online transactions are becoming increasingly prevalent, providing reassurance to customers is essential for the success of any e-commerce business.