E-marked

What is the e-mark?

The e-mark is Denmark’s most widely used certification program for online stores. It is operated by e-mærket A/S (formerly part of the Danish Consumer Council “Tænk”) and aims to provide peace of mind for consumers who shop online.

When an online store displays the e-mark, it means the store has been reviewed and meets a number of requirements regarding commerce, security, and consumer rights. Consumers can also file a complaint with the e-mark’s appeals board if problems arise with a transaction.

What does the e-mark require?

To obtain the e-mark, an online store must meet requirements in several areas:

Consumer rights

• 14-day full right of return (minimum legal requirement)
• Clear information about the right of withdrawal and return policies
• Clear pricing, including sales tax and any applicable fees
• Accurate information about delivery times

Security and Privacy

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

Contact Information

• CVR number, 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
• Accurate 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 process: Customers can file complaints directly with the e-mark’s complaint board, providing an additional safety net. For store owners, this can reduce negative Trustpilot reviews, as there is a formal channel for resolving disputes.
• Seal of quality: The certification requires an annual review to ensure that your store complies with applicable regulations.
• Visibility: E-mærket has a consumer directory where customers can search for certified stores.

How much does the e-mark cost?

The price of the e-mark depends on the company’s size and revenue. Typically, it ranges from 2,000 to 6,000 DKK per year. This includes the annual review, access to the appeals board, and the right to display the e-mark logo.

Alternatives to the e-mark

In addition to the e-mark, there are other trust marks:

• Trustpilot: Not a certification, but reviews from real customers. The vast majority of online stores use Trustpilot, and many consumers check it before making a purchase.
• Trusted Shops: A European certification program with a buyer’s guarantee.
• Pricerunner certification: A quality seal specifically for price comparison sites.

Is the e-mark necessary?

The e-mark is voluntary, and many successful online stores 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-mark provides the most value for newer online stores that haven’t yet built a strong reputation, or for stores in industries where customers are especially cautious about shopping online (e.g., more expensive products).