European e-commerce trust marks inspire trust

  • Sandra Visser-Meijer
  • Background
  • Edited 2 October 2023
  • 2 min
  • Managing and growing
  • International

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.

Reliable online store

A survey (in Dutch) conducted by Motivaction for Thuiswinkel.org shows that 7 out of 10 consumers look for an ecommerce trust mark when buying products from an online retailer. You can 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. 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.

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

European trust marks

More and more Dutch online retailers are entering the international e-commerce market, but new challenges always emerge when you cross borders. The distance between you and your buyer will be greater, the buyer might speak a different language, and different laws and regulations (in Dutch) may apply locally. This only increases the importance of trust. You can opt for a European trust mark from a Dutch provider or go for a European provider instead.

Dutch providers

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

  • Shopping Secure from Thuiswinkel.org is a new international trust mark based on relevant European legislation. Companies are certified in accordance with the Dutch market, after which compliance with European legal requirements is also reviewed. In the end, your Dutch store and foreign store(s) will be certified.
  • 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). This e-commerce trust mark assures customers that they are dealing with a genuine e-retailer through legal checks and customer reviews in multiple languages.
  • The Dutch branch of the German Trusted Shops offers a recognised ecommerce trust mark based on European and national legislation.

European providers

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.

Applying for a trust mark and requirements

To qualify for a European trust mark, your online store has to meet various requirements, such as:

  • Clear pricing and costs.
  • Clear information about shipping and complaints.
  • Clear address and contact information.
  • Secure transactions with trusted partners.
  • Careful handling of personal data.

The websites of all the trust marks mentioned above provide more information about applying for a trust mark and having your online store inspected and certified. The Netherlands Authority for Consumers and Markets (ACM) provides information about fair trade, labels, and codes of conduct.

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