European e-commerce trust marks inspire trust

Trust marks assure customers that you are operating a safe online store. Display the logo cleary on your website. Simply by clicking on your logo, your customers can check if it links to the official certificate page on the website of the body responsible for your trust mark. A trust mark is not mandatory.

Benefits of European trust marks

With a recognised European ecommerce trust mark, you can demonstrate that you are reliable and safe. A trust mark guarantees:

• A trustworthy image. Customers know that you value service and security. And that payments are processed securely.
• Clear rules for consumers and online retailers.
• Better protection for consumers and online retailers.
• Clear communication about the trust mark and the corresponding conditions.
• International complaint handling. Trust mark providers support consumers and online retailers in the proper handling of complaints, even if the parties involved come from different EU countries.

A label helps your customers make a choice. Customers buy faster and more easily. They know your online shop is reliable and compliant with the rules for online sales. 

Reliable online store

You usually apply for a trust mark directly when you set up your online store, showing customers that you comply with laws and regulations and have a safe payment environment. On top of that, you can get valuable advice from trust mark providers, request market research, and ask for information about the latest e-commerce trends.

The Dutch consumers' organisation Consumentenbond explains how you can recognise fake online stores (in Dutch). These shops process online payments but do not deliver the products ordered. Fake online stores often have a fake trust mark or do not have one at all. 

Thuiswinkel.org warns consumers of fake logos and certificates used by untrustworthy online retailers, which falsely display the ‘Thuiswinkel Waarborg’ logo and even build fake certificate pages.

Applications and conditions

Do you want a European label for your webshop? Then there are some conditions. For example: 

• Clear insight into prices and costs.
• Clear information on shipping and complaints.
• Clear address and contact details.
• Serious handling of complaints.
• Clearly indicate how customers can return products. And what guarantees apply.
• Safe payment transactions with reliable partners.
• Proper handling of personal data.
• Your online store must follows all relevant laws, such as consumer rights and product safety.

The websites of the quality marks give you more information about registering, having your shop tested and certified. The Netherlands Authority for Consumers and Markets (ACM) provides information about fair trade, labels, and codes of conduct.

European quality marks

More and more Dutch online shops are looking for customers in Europe. When you sell internationally, you face additional challenges. The distance to your buyer is greater and the buyer speaks a different language. There are often different national laws and rules. Trust is then even more important.

You have several option to apply for a European quality mark. You apply for the quality mark with a Dutch organisation. Or you arrange it through a European or national provider. A European trustmark is not mandatory. 

Dutch providers

The following Dutch trust mark providers offer trust marks suitable for the European market.

• Shopping Secure from Thuiswinkel.org is an international trust mark based on relevant European legislation. 
• With a Qshops Trust Mark (in Dutch) your store complies with European and Dutch laws and regulations.
• The Webshop Trust Mark from Keurmerk.info is a recognised trust mark that complies with European and Dutch laws and regulations.
• Stichting WebwinkelKeur, an independent non-profit organisation, provides the Valued Shops European Trust Mark (in Dutch).
• The Dutch branch of the German Trusted Shops.

European provider

The Ecommerce Europe Trustmark was developed by Ecommerce Europe and Thuiswinkel.org. With this trust mark, affiliated members show that they comply with European laws and regulations on e-commerce.

National providers

There are also national labels. These are for 1 European country. Usually, national organisations or industry associations develop these labels. This quality mark locally checks the rules and laws for webshops. For example, for consumer protection and product requirements.

Do you want to sell in 1 European country with your online store? Then also check the national quality marks. In the Netherlands, for example, there is the Thuiswinkel Guarantee mark. German shops often have the well-known Trusted Shops quality mark.