E-label in your webshop, badge and compliance guide

The e-mark is Denmark's official labeling scheme for responsible online stores. When your webshop is approved, you get a visible badge that shows customers that you meet the e-label's requirements for good trade, clear information and proper customer service. Shoporama is designed from the ground up to support the e-label checklist, so in practice you only need to fill in the right fields in the right place in the administration.

This guide will first walk you through how to get the official e-label badge displayed in your webshop. Then you'll get a full compliance checklist, a clear division of responsibilities between you and Shoporama, and finally answers to the questions that most often arise in everyday life.

Insert the E-mark code

Once your webshop has been approved by the E-mark, you will receive a piece of JavaScript code that must be inserted into your webshop to display the badge. The easiest way to do this is via your settings:

1. Log in to your Shoporama administration.
2. Go to Settings and find Code in head/body.
3. Enter the E-mark code in the Body code field (at the bottom of the page).
4. Save your changes.

The badge will now automatically appear on all pages in your online shop without you having to change your theme.

Alternative: Add badge via theme

If you want full control over exactly where the badge appears (for example, in the footer next to your payment icons), your designer or developer can instead insert the code directly into your theme. This requires access to the theme under Design in the administration.

Compliance checklist, how to meet the e-label requirements in Shoporama

The e-mark examines a number of points before your webshop is approved. Below is a handy checklist where you can see exactly where in Shoporama you fulfill each requirement.

1. correct contact details and company registration number

The e-mark requires that your business name, VAT number, address, phone number and an email address are easy for the customer to find. In Shoporama, this is all filled in one place under Settings, Company. Once saved, the information is automatically used in order confirmations, receipts, and on the page in your online store that displays company information.

2. Expected response time to customer inquiries

E-mark wants the customer to be able to see how quickly they can expect a response. Shoporama does not have a separate field for response time. Instead, you write the response time in your terms and conditions and preferably also at the bottom of your webshop, for example "We usually respond within 24 hours on weekdays".

3. Link to the right of withdrawal on the front page

The customer must be able to easily find the right of withdrawal. In Shoporama, your right of withdrawal is a fixed part of your terms and conditions, which are available at /terms. You add the link to the menu or footer under Design, Menus so that it is visible from the front page.

4. The customer sees the entire order before purchase

The e-mark requires that the customer gets a clear overview of their order before the money is withdrawn. Shoporama's checkout is built in several steps, and on the last step before payment, the customer sees the entire basket, delivery address, delivery method, selected payment method and total amount. Only then do they click "Approve and pay". You can customize the view via Customize your checkout.

5. Reserving an amount instead of withdrawing

As a rule, the money may only be withdrawn when the item is shipped. Shoporama fully supports this together with payment solutions such as QuickPay, OnPay, Stripe, ePay and Klarna. For orders, the amount is reserved and you either withdraw it manually when you ship the item or have it done automatically upon shipment. See Withdraw payments on orders for details.

6. Terms and conditions in one place and always up to date

Your terms and conditions are written in one place under Design, Logo and terms. They appear automatically in /terms, must be accepted with a checkmark in checkout and can be attached as a PDF to the order confirmation. Read how in Attach terms and conditions to the order confirmation.

7. Statutory content of the order confirmation

The customer must receive an order confirmation with all essential information. Shoporama sends it automatically and includes company information, all order lines with prices, the delivery address, the chosen payment method, and a link to the terms and conditions. You can also attach additional files, such as a PDF version of the terms and conditions, as described in Attach file to order confirmation.

8. Bank transfer and invoice payment

The e-brand would like you to offer a payment method without a fee, for example bank transfer. Invoice payment is a standard payment method in Shoporama and is activated under Settings, Payment. Your bank details are automatically included in the order confirmation. See the setup in Create invoice payment. We recommend that you also enable automatic cancellation of unpaid orders to release stock again.

9. Secure sending of emails (SPF, DKIM, DMARC)

Order confirmations and other shop emails are sent via an external sender system that Shoporama uses. To ensure that the emails are delivered securely and do not end up in spam, you need to set up a few technical DNS records on your own domain. Shoporama support is happy to help, but the actual setup must be done by the provider where your domain is registered.

Shop owner's responsibility vs Shoporama's responsibility

It's important to know what Shoporama does for you automatically and what you have to fill in or decide yourself. Here's an overview.

Area of responsibility	Your responsibilities as a shop owner	What Shoporama does for you
Company details and CVR	Fill in the fields correctly and keep them up to date	Automatically display them on the site, in emails and receipts
Terms and conditions	Writing the content and keeping it legally compliant	Publish them, display them in checkout and attach PDF
Response time	Describe expected response time in terms or footer	No separate function, you control the text yourself
Link to right of withdrawal	Add link in menu or footer	Make the page available on /terms
Checkout view	Choose any customizations in design	Provides multi-step checkout with full overview before payment
Reservation and withdrawal	Choose payment gateway and withdraw on shipment	Supports reservation and both manual and automatic capture
Bank transfer	Activate the method and enter bank details	Sends the information in the order confirmation automatically
Order confirmation	Write any introductory text in the email template	Sends the email with all legally required information automatically
SPF, DKIM and DMARC	Set up DNS records with your domain provider (preferably with help from support)	Send via an approved sender system and provide the necessary records
The e-brand badge	Insert the code provided by the e-brand	Displays the badge on all pages when the code is entered

Frequently asked questions

Where do I find the fields with my company name and CVR?

Log in to the administration and go to Settings and then Company. Here you fill in your company name, CVR number, address, city, country, phone and email. Press save. The information is automatically used in your order confirmations and receipts, so you don't need to enter it anywhere else.

As an accountant, how do I make sure that the CVR number is included on the receipt for the customer?

When you create a test order and open the corresponding order confirmation or PDF receipt, you will see your company information including the CVR number at the top. The information is retrieved directly from Settings, Company, so there's always only one place to correct if something changes. This simplifies accounting work and ensures that the receipts are correct.

I run several online shops. Do I need to set up the badge in each one?

Yes, you do. The e-mark approves each webshop separately, and you get a unique code per shop. In Shoporama, log in to each shop's administration and insert the code under Settings, Code in head/body. The contact information, terms and conditions and payment setup must also be maintained per shop, as they are specific to the individual CVR and the individual store.

What should I do if the E-mark says that the right of withdrawal is not visible enough?

Make sure there is a visible link to your terms and conditions from the front page. Go to Design, Menus and add a menu item to the /terms address. Many choose to put the link in the footer. You edit the text about the right of withdrawal under Design, Logo and terms.

Is the money deducted immediately when the customer orders?

No, not by default. When using one of the common payment solutions, the amount is reserved on the customer's card when the order is placed and only withdrawn when the goods are shipped. You can choose whether the withdrawal is done automatically at shipment or manually from the order. This means that you comply with the rule that the money is only withdrawn when you have the goods ready.

How do I make sure my order confirmations don't end up in the customer's spam folder?

Get SPF, DKIM and DMARC set up for your domain. The SPF record must include our sender system so that the recipient servers accept sending from your domain. DKIM requires one or more keys to be published, which we provide. DMARC sets a policy for how recipients should react if an email fails SPF or DKIM. All three are TXT records that are added at your domain provider. Contact support and we will send you the exact values to insert.

Should I offer payment without a fee?

The e-brand recommends that you offer at least one payment method with no fees. Bank transfer or invoice payment is a simple solution and is built into Shoporama by default. Enable it under Settings, Payment and the customer will receive your bank details in the order confirmation. Consider combining it with automatic cancellation of unpaid orders so that items don't remain reserved for too long in your warehouse.

What should it say about response time and where do I write it?

The customer should have a clear expectation of how quickly you will respond. Shoporama doesn't have a separate field for response time, so you write it in your terms and conditions and preferably also in the footer. A good wording is, for example, "We respond to inquiries within 24 hours on weekdays". Avoid promising a faster response than you can actually deliver.

Does the customer see the entire order before paying?

Yes, they do. In the last step of checkout before payment, Shoporama displays the basket, delivery address, delivery method, payment method selected and the total amount. The customer must also check the box that the terms and conditions are accepted before the "Approve and pay" button can be pressed. This way there is a full overview before the money is reserved.

Where can I find help if I get stuck?

We have support articles on the topics that come up most often in connection with the e-label, such as customizing the checkout, withdrawing payments, attaching terms and conditions, invoice payment and protection against spam orders. If you can't find the answer, you are always welcome to write to support.

Do you need help? Contact us at support@shoporama.dk.