Google launched it to help buyers shop with a little bit more ease and confidence in the retailers they are buying from online.
The Google Trusted Store badge is awarded to e-commerce sites that demonstrate a track record of on-time shipping and excellent customer service. When visiting a qualifying store, shoppers can hover over the Google Trusted Store badge and see metrics on the store’s shipping and customer service performance.
Here is a picture of the badge:
Google said merchants who want to be part of this need to share data about shipments, and Google collects customer service metrics when shoppers seek Google's help with a problem. To apply, click here.
Then when a buyer makes a purchase at a Google Trusted Store, "they have the option to select free purchase protection from Google. Then, if a problem arises with their purchase, they can request Google's help, and Google will work with the merchant and customer to address the issue," Google said.
Here is a video demo of how this works:
Forum discussion at WebmasterWorld.