Sellers should proof there online presence, so that it increase their trust levels.
I think that’s a good idea. Coinprism have a scheme to demonstrate this for their coin issuers - you can see a “Verified” mark against their Asset directory listings and the process to get verified in this way is straightforward.
Google does something like that. They send you in the mail some paper that has some unique information that validates that you’re a business owner.
I think that by establishing an alias as a store, CoinShop is my name; then people can use sec and rate the store and claim its authenticity. Or the owner themselves can claim authenticity with their own sec, and the community can challenge that.