In a recent VentureBeat article on Traity, Dan Slagan states that “the underlying fabric that will ultimately determine the future” of the marketplace economy is trust.

First off, trust is very important. Customers expect security. Customers expect proof. Customers expect reviews and customers expect their product or service to come with money back guarantee.

Is it the Holy Grail? As Lee Corso of ESPN Gameday says, “Not so fast, my friend.”

At a fundamental level, marketplaces must solve the customers’ underlying need. Marketplaces must either solve a problem or provide future benefit.

Here are some examples:

In Europe, it is common to rent a ‘pension’, also, known as a guest room or apartment from a private party. Airbnb brought this to America. Pensions are generally less expensive than hotels and allow for a local experience.

Uber and Lyft rose from the failure of the taxi companies and public transportation to adopt new technology, provide clean, newer vehicles, and provide a “wow” customer experience.

Indiegogo and Kickstarter provide funding to artists and entrepreneurs, which was previously difficult with our antiquated securities laws.

So let’s get back to trust. We do agree that, “safety is a leading concern within the sharing economy, especially when children and loved ones are involved.”

Do we think it’s the leading benefit of a marketplace? Nope. First show us that you can solve our problem, and then convince us with proof and trust to hit ‘Add to Cart’.

If a marketplace was a chair, the seat would be the solution, and trust would be one of the legs.