A lack of trust and experience of Internet users in Bahrain is the main obstacle facing the country's only online auction room to reach its full potential, according to its owners and IT experts.

The website soogon.com was launched in April 2005 and since then the owners estimate transactions worth around BD30,000 ($79624) have been processed.

They say that the amount was considered too small compared to similar websites in other countries.

"The main thing we need in Bahrain to encourage online buying is trust, which can only be instilled if the relevant laws to protect online consumers are in place as well as the relevant organisations to implement them," said Soogon co-owner Shaikh Sager Al Khalifa.

"People would rather choose to go to a store where they know what they are buying and can be guaranteed an exchange or refund policy," Shaikh Sager noted.

"However, Bahrain is in desperate need of efficient organisations that protect the rights of online consumers."

The website, launched by four young Bahrainis, currently acts as a window for sellers, allowing auctions to take place between buyers and sellers.

After the auction is closed, buyer and seller details are sent to each other and they can make the necessary arrangements between them for payment and delivery.

There is no interaction, however, between the owners and the actual transaction, and therefore they do not have control over quality or legal issues.

Shaikh Sager said there should be sufficient credibility, accountability and validity for online buying to grow in Bahrain.

"For now there is no point in investing, advertising and marketing without the correct structures in place, otherwise the trust will simply fade," he said.

"Mass communication in Bahrain has not taken off as fast as other places, this is mostly due to factors such as a lack of innovation.

"Countries such as the US cater for Internet buyers.

"Almost every single store in the US has a website, as they know it will only add to their success.

"So far, the site has been relatively successful, it is not quite where we envisioned it to be, but the demand and potential is definitely there."

"The fact that we have had several offers of up to BD15,000 from companies wanting to buy our website, shows that people are aware of the potential and possibility of the website's concept."

IT specialist Waheed Al Balushi said that although Bahrain as a country was ready for this service, the people were not.

"We have all the right technology, however, it is not being used heavily," he told the GDN.

"This is largely due to the lack of Internet access and the still relatively high Internet tariffs. People still enjoy going to shopping malls and out of habit will buy from shops.

"They have greater trust in that system, and may be sceptical about buying online.

"Perhaps in a year or two Bahrain will eventually be ready for this kind of online shopping facility." TradeArabia News Service