Identifying Recommended Merchants

Merchants are classified according to their reliability in shipping products when promised and ability to resolve complaints. A merchant trustworthiness evaluator (MTE) automatically gathers data from users about purchases online from a merchant, including an order identifier and an estimated ship date. In one embodiment, the MTE collects data from customers about their purchases through the use of a conversion pixel, transmitted to the customer by the merchant at the time of purchase. The MTE obtains shipment information from the merchant or shipment carrier once an order has been shipped. The MTE correlates the shipment data with the order data and compares for each order the estimated or promised and actual shipment dates. The MTE scores merchants and classifies each merchant based on its score. Merchant classifications can then be provided to prospective customers.