Traditional e-commerce creates systems of trust to reduce friction and increase transactions. The sharing economy needs its own system that lets individuals build trust through friction. It should be frictionless to become part of the sharing economy’s trust system, but being a part of the system does not implicitly suggest you are trustworthy. Think of it like joining a gym. It should be easy to join the gym and the gym provides you with an opportunity to get in shape. But simply joining the gym does not get you in shape. You have to go, work hard, and keep at it. Like joining the gym, it should be easy to become part of the sharing economy’s trust system. But once you are part of the system you need continual friction to build and maintain a trustworthy online identity.