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Trust seals are business assurance service in e-commerce. Vendors apply for trust seals to increase their trustworthiness. In this paper, we classify trust seals in five different categories: (1) comprehensive certificate provider, (2) seller evaluation service, (3) market evaluator, (4) market assurance service, and (5) niche service. We derive the five categories through three steps: (1) reviewing literature, (2) examining c-commerce processes, and (3) reviewing seal providers’ documents. Our framework and analytical process can help e-commerce consumer to differentiate different types of seals and inspire seal provider to develop new services. We also identify many research opportunities for academics.