Trust Commerce

What if you could turn every satisfied customer into a paid, reputation-verified salesperson — and settle the commission in under a second?

The Job​

When someone discovers a product that genuinely helped them, help them recommend it to people they know — so the buyer gets a trusted recommendation, the coach-seller earns a commission, and the product gains a customer through the highest-converting channel that exists.

The Thesis​

Advertising spends billions guessing who to target. A friend already knows.

A great teacher explains a complex subject in simple terms. A great coach makes the meaning important to you. That's the difference between advertising and selling. The coach already knows your Zone of Proximal Development — where you are and where you could be. They're not inferring your ICP profile from behavioral data. They had coffee with you yesterday.

The ZPD dynamic is the key: everyone is coach and student. Context determines which. The buyer today becomes the seller tomorrow. They used the product, it worked, now they recommend it to someone in their network who has the same gap. The trust graph grows because every satisfied customer is a potential coach for the next one.

This is not affiliate marketing. Affiliate marketing pays for clicks. Trust commerce pays for outcomes, and the reputation receipt makes every transaction an investment in future credibility.

Priority Score​

PRIORITY = Pain x Demand x Edge x Trend x Conversion

Demand-Side Jobs​

Job 1: Turn Satisfied Customers into Revenue-Generating Coaches​

Situation: Customer genuinely loves a product. Friend asks "what do you use for X?"

Features that serve this job:

• Referral link generation with embedded coach identity
• Sub-second commission settlement on Sui
• Reputation receipt minted as Sui object after successful purchase
• Coach dashboard showing earnings, reputation score, recommendation history

Job 2: Validate Purchase Decisions Through Verifiable Social Proof​

Situation: Considering a purchase, overwhelmed by options, don't trust marketing.

Features that serve this job:

• Public reputation profile showing recommendation history and satisfaction outcomes
• Domain-specific credibility scores (e.g., trusted for construction tools, not for skincare)
• Buyer satisfaction feedback that updates coach reputation
• Reputation decay for inactive or low-quality recommenders

Job 3: Build Portable Sales Reputation Across Products and Networks​

Situation: Good at recommending products but reputation is locked in platforms.

Features that serve this job:

• Sui identity object with composable reputation modules
• Cross-product reputation aggregation
• Reputation recovery mechanics (recent performance weighted higher)
• zkLogin onboarding — no wallet required to start recommending

Why Sui​

The chain matters. Sui's architecture maps directly to the trust commerce data model.

The Sui Wallet Safety PRD provides the safety patterns. The Sui platform docs describe the five primitives this builds on: Data Sovereignty, Truth, Identity, Trust, Data Verticals.

Architecture: The Trust Graph​

COACH (recommender)                    BUYER
       │                                 │
       ├─ Creates recommendation ────────┤
       │   (Sui object: product,         │
       │    context, coach identity)      │
       │                                 │
       │                      Buyer purchases ──→ Smart contract executes:
       │                                           1. Product payment to merchant
       │                                           2. Commission to coach (instant)
       │                                           3. Reputation receipt minted
       │                                 │
       │                      Buyer rates experience
       │                                 │
       ├─ Reputation updated ←───────────┤
       │   (satisfaction score,           │
       │    domain credibility,           │
       │    recommendation count)         │
       │                                 │
       └─ Coach credibility compounds    Buyer becomes potential coach
           across all recommendations     for their own network

Core Entities (Sui Objects)​

Bootstrap Bridge from SPO​

Trust Commerce takes the qualification outcomes, satisfaction data, and relationship proof that Sales Process Optimisation generates — and makes them verifiable, portable, and economically incentivized on Sui.

Without SPO operating and generating real outcomes, Trust Commerce has nothing to put on-chain. Objects need data to contain.

The Data Flow​

SPO Qualification Proof                     Trust Commerce
─────────────────────                       ──────────────
4-layer ICP score + evidence trail    →     Basis for on-chain reputation
Satisfaction outcomes (buy? happy?)   →     Reputation Delta objects
Relationship data (who → whom)        →     Trust graph seed data

The Bootstrap Strategy​

SPO's first paying clients become the first trust commerce network nodes:

The warm referral leads from Trust Commerce flow back into the Sales Dev Agent pipeline, pre-qualified by the trust graph. Cold outreach becomes unnecessary for the portion of pipeline that comes through the trust network.

Success Criteria​

Commissioning​

Composition​

This PRD composes from existing capabilities:

New code required: ~40%. Sui Move contracts (recommendation objects, reputation scoring, commission settlement), trust graph queries, coach dashboard.

Risk + Kill Signal​

Kill signal: First 100 coach-sellers produce fewer than 15 purchases AND buyer satisfaction on recommended purchases is below 60% — meaning the trust premium doesn't exist in practice.

Revenue Model (TBD — Conversion Score = 1)​

This is the weakest dimension. Possible models to validate:

Recommended sequence: Start with SaaS layer (businesses pay per active coach or per commission processed). This proves merchant willingness to pay. Add per-commission fee when volume justifies it. Token only if community governance model genuinely adds value — most successful crypto products use hybrid (free protocol + paid SaaS + optional token).

Action needed: Validate which model before building. Run 5 conversations with potential merchants and 5 with potential coach-sellers.

Build Sequence​

What's Buildable Now vs 2026​

The MVP works entirely on today's Sui mainnet. Privacy-dependent features (aggregate reputation without individual exposure, anonymous coaching) are gated on the 2026 upgrade. Build for what exists, design for what's coming.

Relationship to Other PRDs​

HORIZON 1: PROVE IT WORKS (Now → 90 days)
  Sales Dev Agent — generates outreach data + first customers
        │ feeds into
        ▼
HORIZON 2: ORCHESTRATE THE TEAM (90 days → 6 months)
  Sales Process Optimisation — qualification proof + satisfaction data
        │ generates the data for
        ▼
HORIZON 3: MAKE IT A PROTOCOL (6 months → 18 months)   ← THIS PRD
  Trust Commerce — on-chain reputation + micropayment settlement

What this PRD receives from SPO:

1. Qualification proof — structured evidence from SPO's 4-layer ICP model becomes the basis for on-chain reputation
2. Satisfaction outcomes — did the qualified lead buy? Were they satisfied? This is the Reputation Delta input
3. Relationship data — who recommended whom, through what channel, with what result. Trust graph seed data.

What this PRD returns to H1:

Warm referral leads flow back into the Sales Dev Agent pipeline, pre-qualified by the trust graph. The trust premium reduces CAC for the portion of pipeline coming through the network.

The Vision​

The goodwill principle says: "The quality of people who gather around you is the scoreboard. Not your net worth — your network worth."

Trust commerce makes network worth measurable and portable. Every recommendation is an investment. Every satisfied buyer is compound interest. The trust graph doesn't just record transactions — it records integrity.

The mycelium metaphor is literal here. Underground trust connections surface value wherever conditions are right. The coach who just crossed your gap IS the best salesperson — not because they're skilled at persuasion, but because they understand your Zone of Proximal Development and genuinely want you to make progress.

Verifiable truth replaces the need for trust with proof. But in trust commerce, the proof IS the trust — accumulated, on-chain, and compounding.

Context​

• Coach Archetype — The philosophical foundation: coach = seller, ZPD = targeting
• Trust — Trust architecture, four levels, integrity as currency
• Goodwill — Network worth, reciprocity loops, status through contribution
• Incentive Engineering — Token design, incentive alignment, anti-extraction
• Sui Platform — Object model, zkLogin, sub-second finality
• Sui Wallet Safety — Move modules: Identity, Loyalty, safety patterns
• Selling — The dream side of dream engineering
• Verifiable Truth — Blockchain as attestation layer
• Advertising — The DePIN disruption this extends
• Loyalty Tokens — Web3 loyalty mechanics