Registering on ‘Google My Business’, for example, is free and ensures that businesses are ranked higher in relevant Google searches and Maps. For example, cattle farmers in East Africa use platforms to register information, such as cattle prices, vaccines, health, breed and various certifications, with traders across borders.32 Using these platforms, buyers and sellers are informed about market supply and demand and market prices, and can reach trading agreements on the platforms, without traveling long distances at great costs. This enables more efficient coordination between buyers and sellers. In a survey conducted on United States-based consumers, the vast majority of respondents reported trusting online reviews as much as personal recommendations.