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B2C in the developing countries is not yet a normalcy as compared to the developed countries. In this paper, we attempt to improve trust of B2C in Iran. A number of hypotheses are outlined to prove the theories that could improve the trust. A set of questionnaires was designed to reflect hence test the hypotheses. Various related factors are tested in the collective Iranian culture. From the survey, it was found that recommendations by close friends and families are known as an influencingdoi:10.5539/cis.v3n2p126 fatcat:qcrd7d42qrdevcpqynka652dwq