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Author: Mustafa Uçar, press spokesperson of Trusted Shops
Digitalization has fundamentally changed retail in recent years. E-commerce has established itself as a pillar of the modern economy – despite economic uncertainty and a recent slight rise in inflation. While consumer purchasing behavior is rapidly shifting towards online shopping, online retailers are faced with the challenge of gaining and maintaining the trust of their customers. But how secure is trust in digital marketplaces?
The role of trust in the digital age
Trust in e-commerce has become the most important currency. Customer reviews play a central role in this, as they pass on experiences directly from customer to customer. They are therefore used by many consumers to assess the quality and reliability of an online store. Recent studies show that half of all consumers trust reviews from other customers just as much as personal recommendations from family members or friends. And the importance of reviews – provided they are genuine and transparent – will continue to grow to the same extent that disinformation and fake reviews are spreading. They will tip the scales and decide whether to buy or not.
Seal of approval as a quality feature
Trustmarks are another key element that creates trust. As a sign of quality and reliability, they are like signposts that guide customers safely through the often confusing digital jungle. A certification based on genuine reviews and rigorous testing can significantly strengthen customer trust and therefore have a positive influence on purchasing decisions. Studies confirm this: 84 % of online shoppers trust a store with a trustmark more than a store without a certificate. This shows how great the uncertainty of consumers is and how essential guidance is.
Buyer protection as a safety net
Anyone who has ever waited in vain for their parcel, received the wrong delivery or had to deal with difficulties when returning goods knows how much time and stress online shopping can cost. Consumers therefore have a great need for comprehensive protection when shopping online – and this need is growing with the current economic uncertainty. If, on the other hand, customers feel secure thanks to comprehensive buyer protection, this not only increases their trust, but also their willingness to shop online. Trust and buyer protection are thus becoming important success factors for online retail.
The appeal to economic policy
However, consumer trust cannot be secured by measures taken by retailers alone. It is also the responsibility of economic policy to create framework conditions that promote trust and security in digital commerce. This includes regulatory measures that ensure the transparency of online reviews and strengthen the protection of consumer rights in the digital space. This is the only way to establish a trusting e-commerce culture in the long term. This is not only an economic necessity in order to make digital commerce secure and fit for the future – it is also a social obligation in order to strengthen consumer trust and promote digital participation in the networked world.
Good to know
- Trust is the decisive currency in e-commerce. Customer reviews and trustmarks play a key role.
- Buyer protection strengthens consumer trust and increases the willingness to buy.
- Political measures are necessary to ensure a long-term culture of trust and security in digital commerce.
About Trusted Shops
Trusted Shops is Europe’s trusted brand in e-commerce. The Cologne-based company provides an “all-round secure package” with its customer rating system and trustmark including buyer protection.
The customer rating system ensures lasting trust among retailers and buyers. Based on strict individual criteria such as price transparency, customer service and data protection, Trusted Shops checks its members and awards its coveted certificate. With the buyer protection offered by every certified online store, consumers are protected in the event of non-delivery of goods, for example.
Further information: https://www.trustedshops.com/
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