Over the past twenty years, (0) TECHNOLOGICAL (TECHNOLOGY) advances have completely transformed the way people buy things. Today, most 1SHOP use their phones at least as often as traditional high-street stores. The main reason for this shift is simple 2CONVENIENT: you can order almost anything, at any time, and have it arrive the following day thanks to fast home 3DELIVER. Websites make side-by-side price 4COMPARE extremely easy, which means customers can become 5HIGH selective about where they spend their money. Clever advertising also plays a part, using personalised recommendations to make certain products look especially 6ATTRACT. At the same time, not everyone is happy about the change. Older shoppers sometimes scroll 7ANXIOUS through unfamiliar apps, worried about entering their card details. For any online retailer, therefore, earning a reputation for honesty and 8RELIABLE is now just as important as offering low prices.