E-marked

What is the e-mark?

The e-mark is Denmark's most widespread certification scheme for webshops. It is run by e-mærket A/S (formerly part of the Danish Consumer Council Tænk) and aims to create security for consumers who shop online.

When a webshop carries the e-label, it means that the store has been reviewed and meets a number of requirements within trade, security and consumer rights. The consumer can also complain to the e-label's complaints body if problems arise with a transaction.

What does the e-label require?

To obtain the e-mark, a webshop must meet requirements in several areas:

Consumer rights

• 14 days full right of return (minimum legal requirement)
• Clear information about the right of withdrawal and return conditions
• Clear pricing including VAT and any fees
• Correct information about delivery times

Security and privacy

• SSL encryption on all pages with personal data
• GDPR compliance with correct privacy policy
• Secure handling of payment information
• Clear cookie policy with consent solution

Contact information

• Business ID, company name and address clearly visible
• Easily accessible contact information (phone, email)
• Reasonable response time to inquiries

Terms and conditions

• Clear and fair terms and conditions
• Correct information about payment methods
• Order confirmation with all relevant information

Benefits of the e-mark

• Consumer trust: The e-mark is widely recognized among Danish consumers. Studies show that it increases trust and can improve conversion rates.
• Complaint handling: Customers can complain directly to the e-label's complaints body, providing an extra safety valve. For the store owner, this can reduce negative Trustpilot reviews as there is a formal channel to resolve conflicts.
• Seal of approval: The certification requires an annual review to ensure your store is compliant.
• Visibility: The e-Mark has a consumer directory where customers can search for certified stores.

What does the e-mark cost?

The cost of the e-mark depends on the size of the business and turnover. Typically, it is between 2,000 and 6,000 DKK per year. This includes the annual review, access to the appeals body and the right to display the e-label logo.

Alternatives to the e-label

In addition to the e-label, there are other trustmarks:

• Trustpilot: Not a certification, but reviews from real customers. The vast majority of online shops use Trustpilot and many consumers check it before buying.
• Trusted Shops: European certification scheme with buyer guarantee.
• Pricerunner certification: Quality approval specifically for price comparison sites.

Is the e-mark necessary?

The e-label is voluntary and many successful online shops do just fine without it. The most crucial trust factors are often Trustpilot reviews, a professional website, fast delivery and good customer service.

The e-label is most valuable for newer webshops that haven't yet built a strong reputation or for shops in industries where customers are extra cautious about shopping online (e.g. more expensive products).