Many people love shopping online. And news like Amazon’s acquisition of Whole Foods suggests that the love affair is becoming ever more passionate. But for every enthusiast who can’t wait to buy organic potatoes online, there may still be a traditionalist who likes to look their greengrocer in the eye. Indeed, there’s a large online demographic that still reserves their judgment on e-commerce. And individual purchases more than others inspire resistance to the online model.

Books, perhaps, are one of the easiest purchases to make online. They’re relatively cheap, they can’t break in the mail, and they fit in a mailbox, should you want to return them. What’s more, many of the major online book retailers — Coles, Chapters, Barnes and Noble — have reputable brick-and-mortar stores that predate the internet revolution. So, their websites have a credibility that’s carried over from the companies’ in-person store reputations. At the other end of the spectrum is the online used car sale market. To many, the idea of buying a car online is outlandish. But the industry is growing, not least because it removes the toxic figure of the used car salesperson from the sales process.

Somewhere between these two extremes is the online mattress industry. With a bed-in-a-box costing between a few hundred and a few thousand dollars, this is a purchase that matters financially. And a mattress, perhaps even more than a car, is part of everyday life. If this purchase goes wrong, it doesn’t just affect the wallet; it affects well-being. Indeed, buying a bed online is serious business. Bed-in-a-box sales figures keep on climbing, so the industry is doing a lot right.

For those still on the fence, don’t worry, we’ve got your back. Here are five ways the online mattress industry has built and continues to maintain its positive reputation.

1. Online mattress companies have fair pricing

You can find innerspring mattresses that are cheaper than mid-range beds-in-a-box. But, while your wallet will thank you for such a purchase, your back may not. Cheap spring mattresses rarely provide the long-term spinal support many sleepers need. But how can mid-range foam mattresses be priced so much cheaper than quality spring mattresses? Is the support truly the same? Well, yes, and often better. The big-box stores also sell memory foam mattresses. They just sell them for more. That’s because the overheads are way higher for brick-and-mortar stores. Think of the cost of floor space, staff, advertising, power, and restocking that is involved in mattress stores. Not to mention the commission the salespeople make on each sale. The markups are huge. With online mattress brands, most of those overheads and commissions are non-existent. Online companies still make a profit. They just make it with fairer pricing to the customer.

2. Online mattress reviews are widespread and positive

If you’re an online brand, your target market is tech-savvy people. There’s no way around it. Customer service has to be great because the client is empowered at every stage of the sale. If the e-commerce platform doesn’t work, a different online brand is a click away. If delivery isn’t prompt, the brick-and-mortar guys are just down the road. And if the product is inferior, there is an industry-wide standard for hassle-free returns. Online mattress companies have to be precise, efficient, and honest. They’d go bust if they weren’t. Many of the bigger online companies, like Tuft & Needle, Casper, Novosbed, and Douglas have outstanding customer service records.

3. The ease of ordering a mattress online is remarkable

It is hassle free. Like the difference between photography on a smartphone and taking a Kodak in to get your photos developed. Like tapping at a point-of-sale instead of writing a cheque. Like Netflix instead of late fees. Technology has made a lot of things better. Buying mattresses is one of them. Who wants to spend an hour with a mattress salesperson? To spend more? Seems silly, no?

4. Customers have a generous choice of online mattress brands

The honest, fair pricing, great reviews, and top-notch service outlined above hasn’t gone unnoticed. Online mattress sales are growing. There’s a market that makes money. And that has bred healthy competition. Casper has stolen a lot of the headlines with their popular mattress and their hip, innovative marketing. But there are online mattress companies like Novosbed that have been garnering good reviews since 2009. Right now, there are dozens of successful bed-in-a-box companies selling online to the North American market. Customers have the power of choice like never before.

And it’s worth giving a special mention to online mattress brand Saatva. These guys have taken many of the benefits of online bed ordering — the price, long returns policy, web ordering, non-commissioned customer service — and applied it to a coil mattress company. Rather than delivering it in a box, Saatva pays local courier companies to hand-deliver its product. It’s a different way of doing business, but it works for their customers. It exemplifies the range of choice available in the online mattress industry.

5. Online mattress brands offer better guarantees than stores

We mentioned the generous returns policies that characterize the online mattress industry. Some companies have 30-night sleep trials, but most are in the 90 to 120-night range. It’s an incredible model. Customers can take three months to decide if they like their bed. If they don’t, most of the companies pick the unwanted mattress up for free and give a full refund. A few big-box stores are starting to get on board with this model, but many brick-and-mortar locations still limit customers to exchanges on unwanted mattresses. Remember, when ordering a mattress online, the stores will still be there if you change your mind. The same is not true in reverse.