Internet visitors are afraid of being scammed and will not make purchases from a website they do not trust.
You should use your about page to let them know there is a real company behind the website.
If you have good feedback this is also a good place to display it. You website will have the ability to display your most recent feedback with no updating by you. Your display options are:
You can display any or all of the above 3 options. Here is an example of all three: