The problem is that the risk is borne by honest business owners and honest customers. Scammers exist in both directions and the scammers typically bear none of the risk.

Regarding businesses specially, someone operating one or more scam online retailers is actively trying to suppress word of mouth. They also don't care about repeat business because their profit margin is so high. Their process may even specifically include periodically cutting ties with their previous name, websites, vendor accounts etc when victim ill becomes unmanageable.