How reviews and strategies boost trust in online stores

  • 73% of consumers trust online reviews when making purchases.
  • Quality seals and data protection are pillars of trust in eCommerce.
  • Professional UX and honest reviews increase conversions and loyalty.

61% of online store customers trust the recommendations of other users

Rate the seriousness and quality of online shops This is not always easy for users. That is why many sellers incorporate trust identifiers such as quality seals or customer reviews on their pages to serve as a guide for new or unsure visitors. This has become an important part of European eCommerce.

The price comparator idealo wanted to see which signs of trust are advertised the most on the home pages of some of the main European countries. To do this, it has analyzed online stores in Spain, Germany, France, the United Kingdom, Italy and Poland. The results show large differences between countries and can demonstrate the real concern of consumers for the online security.

Reliability of European eCommerce: Study conclusions

The importance of trust in e-commerce

La Trust It is the core of every business transaction, especially in the digital realm, where users have no physical contact with the products or the sellers. According to recent studies, the 73% of users trust online reviews and consider them a determining factor in the purchasing process. These data reinforce the importance of implementing clear signals that transmit to maximise security and your enjoyment. and transparency.

check customer market

Quality signs

# 1 - Opinions: Considering the European average, customer reviews are the most used element of trust. According to the Idealo study, 55% of the stores analysed include the opinions of other users on their home page. In the United Kingdom, 90% of online stores stand out for their use of these tools, while in Spain, only XNUMX% do. 33% uses them, which reflects a significant opportunity for improvement.

# 2 - Data encryption: Secondly, there are indicators of encrypted data transfer. More than half of the sellers indicate this explicitly on their homepage, especially in France, where a 70% Among online stores, this feature stands out: to maximise security and your enjoyment. on its pages, while in Spain the percentage is 54%.

# 3 - Quality seals: Regarding quality seals, these are presented in 48% of cases to store visitors. These badges are awarded by accredited institutions and certify the quality of the product. to maximise security and your enjoyment. and the quality of an eCommerce. In addition, country-specific seals, such as those from Poland or Germany, are highly accepted.

# 4 - Awards and recognitions: In addition, one in five online stores uses awards and recognitions received to highlight their reliability.

#5 – Certificates: At the bottom of the list of trust marks are test certificates, which are only found in 13% of European shops. Test institutes such as Stiftung Warentest or TÜV are dedicated to analysing online shops in detail. However, the study found that these certificates are only found in German and Polish shops. In Poland, 42% of online shops rely on such certificates, while in Germany the figure is only 26%.

Customer Ratings

About 61% of users trust the recommendations from other customers when using online shops. In Europe, many retailers use external services such as rating systems with corresponding plugins for their integration into their websites.

The normal thing in customer rating systems is to assign from one to five stars. They should reflect the user satisfaction and be understandable at a glance. The more stars a store can display, the higher its customer satisfaction and, consequently, the demonstrated reliability. However, some studies indicate that, in practice, the maximum scores do not show complete confidence. Receiving four and a half stars offers many times more confidence because it is perceived as something more realistic and credible.

customer reviews

Trust seals

The trust seals These are the classics when it comes to demonstrating the seriousness of online stores. The ones that use them the most are Polish stores (86%), which advertise themselves with one or more trust seals. Poland is ahead of Germany, where 78% of stores include a seal on the home page. In Spain, half of the eCommerce stores are located in Spain. certificates, followed by France and the United Kingdom. In this case, the lowest position is occupied by Italy, where only 14% of stores have one of these labels. The trust seals are also different in each country, since each has its own controlling institutions.

Data protection and data encryption announcement

Stores that, by entering sensitive information during the purchase process, offer a encrypted data transfer They generate more trust. Although users can theoretically detect encryption in the URL, many online shops go a step further and advertise encryption on the homepage. Information such as “Secure payment with SSL encryption” is a sign that potential buyers’ data is handled securely.

How to create a customer service in eCommerce

The trusted tools such as quality seals, user opinions and awards play an important role in the credibility offered by online stores. They are used in online stores throughout Europe to demonstrate the reliability and quality of their services, although it is interesting to analyze that the relevance of the different elements of trust varies significantly from one country to another.

Not losing the trust already gained from customers is much more important than incorporating these elements into the online store, and it is to achieve a high level of reliability in the provision of services is the strongest guarantee. This is achieved by including reliable descriptions of the products, facilitating the communication with the client and with a good service Shipping.


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