European e-commerce trust marks inspire trust

European e-commerce trust marks inspire trust. Do you have an online business with international customers? Choose a recognised European trust mark, as tested and verified by an independent body.

Trust marks create trust and assure customers that you are operating a safe online store. 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:

  • 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 webshop is reliable and compliant. 

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 Consumentenbond has reported that an estimated minimum of 1 in 5 Dutch online retailers are unreliable (in Dutch). Fake online stores often have a fake trust mark or do not have one at all. 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.

Scammers who use your company name for a fake online store can cause considerable harm.

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.
  • Indication of address and contact details.
  • Safe payment transactions with reliable partners.
  • Proper handling of personal data.

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 webshops are looking for customers in Europe. When you take your webshop across the border, 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 extra important then. To apply for a European quality mark, you have several options. You apply for the quality mark with a Dutch organisation. Or you arrange this through a European or national provider. A European trustmark is not obligatory. 

Dutch providers

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

  • Shopping Secure from 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 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 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 one 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 one 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.