I'm considering about building a web portal where to buy and sell product and services paid with Bitcoin.
Most of plebs are reluctant to unveil their identity... and that is quite inconvenient in a project where someone has to trust the other in first place without knowing the identity.
Say if i want to buy a kilo of coffee, whether I pay first or the seller sends me the coffee first.
How can this be overcome without a centralized authority, how can I build trust here to prevent farud?
Thank you very much.