Certainly industry as a whole has a role to play, but individual companies also need to step up to the plate, using things like third-party validations and making it easy for their consumers.
I read a study a while ago from McKinsey, I believe, that indicated that something like 89% of people buying online will be influenced by the use of security and the ease of making a return if their purchase is unsatisfactory. And companies have to get their heads around that and make it easy for people to trust them, and make it easy to do business with them.