How to refer to a sole trader in website T&Cs?

Alasdair Taylor's Answer

I would normally use a definition, such as:

• Joe Bloggs of No 1, The Street, Townville, POSTCODE trading as JB Traders (‘JBT’)

or

• Joe Bloggs of No 1, The Street, Townville, POSTCODE doing business as JB Traders (‘JBT’)

and then use the defined term JBT throughout the document.