Google will serve a Trusted Store badge on those e-commerce sites that ship orders reliably and offer "" customer service, the company said. When a user hovers over the badge on the website, he or she will see Google's metrics on the merchant's performance.

The program will let users know "they’re shopping with a reputable retailer and they can feel confident making an informed purchase," the company said.

Sales of illegal items, pornography and of products, including "unsubstantiated cures, remedies, or other products marketed as quick health fixes," are barred from the program.

The company will generate metrics using a combination of data that merchants share about their shipments and user feedback gathered when and if customers seek Google's help with an order from a Trusted Stores merchant. Before a company can participate in the program, Google will monitor its shipping and customer service for 28 days.

In addition to providing the badge, Google will mediate between the Trusted Stores and their customers. Users buying from Trusted Stores can opt to get up to $1,000 in purchase protection from the Internet giant for eligible transactions. If consumers have a problem with an order, Google says it "will work with the merchant and customer to address the issue."