Buyers will hopefully recognise a good seller (goods corresponding to description, fastshipping) or sellers will recognise a good buyer (fast payment).
The privately held Las Vegas company (whose name comes from the Spanish word for shoe) gets raves from shoe lovers for its fast, free shipping--90% of orders arrive the next business day--and a 365-day return policy that allows footwear fans to order a bunch of shoes, try them on and return those that don't suit or fit.