VeriSign targets e-retailers with Trust Seal

VeriSign Trust Seal is designed to communicate trust and safety

Web authentication firm VeriSign today launched a new service designed to offer e-commerce firms that do not need SSL certificates a new way to secure and build greater consumer trust in their sites.

VeriSign Trust Seal has been created specifically for companies, usually at the smaller end of the e-commerce market, that do not require the vendor's SSL service and trust mark because they outsource transactions to a third party.

Organisations that buy the service will be able to display VeriSign's familiar checkmark logo alongside the words 'VeriSign Trusted', and will therefore attract customers by showing that they are not a scam or phishing site, the firm said.

"Reputation is vital to the success of the growing number of small to medium sized businesses [SMBs] competing in the online marketplace, and trust is a key component for protecting brand reputation and increasing consumer confidence," said Ray Boggs, vice president of SMB research at analyst firm IDC.

"VeriSign's brand recognition will extend to the new VeriSign Trust Seal to help SMBs communicate trust and safety to customers and prospects."

The service also includes a new site scanning service, offered by a third-party provider, which will let administrators keep sites free from malware and the 'drive-by download' attacks such malware can enable.

VeriSign claimed that the service could also keep sites from being blacklisted by browsers, search engines and anti-virus software.

Firms could also benefit in the future from tie-ins with third-party search engines, according to VeriSign. The engines will recognise and display the Trust Mark alongside the relevant entry, allowing the e-commerce sites which have signed up to differentiate and display their security credentials.