1. A system that facilitates ensuring reliability in a transaction, comprising: an interface component that receives data related to at least one of a user, a client, or an entity; an evaluation component that generates a reputation assessment associated with at least one of the user, the client, or the entity based on at least one online activity related thereto, at least one of the user, the client, or the entity utilizes the reputation assessment for an involvement in an online transaction associated with commerce; and the evaluation component employs a pre-determined handshake period for at least one of a feedback on the online transaction or an acknowledgement of a portion of the online transaction.