An end user who buys a forklift unseen over the internet needs their head examining. They have no idea of specs, condition or reputation. To pay the freight to return it would be a huge portion of the purchase price, if available.
Dealer to dealer over the internet sales are more common because of knowledge and reputation.
Talk of a code of ethics and rules and regulations is pure fairy tales. Who and why will support it? What competive advantage will it give a dealer? Non when a cheapie charlie dealer is willing to undercut and lie.
The best might be a system like Amazon or Ebay with reviews and seller ratings.
Lastly why would a customer buy off the internet when he can get a comparable deal from a local dealer who can demo the equipment?