You would trust in the people working to set up online shops. After all, at the time they were at the forefront of technology. Back in those days, people were

You would trust in the people working to set up online shops. After all, at the time they were at the forefront of technology. Back in those days, people were more paranoid about malicious pop up windows rather than man in the middle attacks. You would be able to tell who's been on the naughty adult sites as their computers would be full of malware :P Back then, if I purchased things online, I would make a point of requesting a new credit card every year or so for additional security.