Steps to obtain webshop certification
What processes are involved in getting ecommerce certification? The journey involves a legal compliance check, integrating review collection tools, and passing an initial audit against a specific code of conduct. The goal is to build customer trust and increase your conversion rate. In practice, most small to medium shops find that using a dedicated service like WebwinkelKeur is the most efficient path, as it bundles the certification, review system, and legal templates into one affordable package starting around €10 per month.
What is a webshop trustmark and why do I need one?
A webshop trustmark is a visual seal displayed on your online store that certifies your business adheres to specific legal and ethical standards. You need one because it directly addresses the primary barrier to online sales: customer skepticism. It signals that your shop is legitimate, transparent, and has a system for handling complaints. This is not just a nice-to-have badge; it’s a conversion tool. Displaying a recognized trustmark can significantly increase the likelihood of a visitor completing a purchase, as it provides immediate, third-party validation of your reliability. For a deeper look at application, you can check where to apply.
How do I prepare my online store for the certification audit?
Preparing for a certification audit requires a meticulous review of your site’s legal and operational transparency. Start by ensuring your general terms and conditions, privacy policy, and return policy are not only present but are also fully compliant with Dutch and EU consumer law. You must clearly display your contact information, including a physical address. Your pricing must be unambiguous, with all costs like VAT and shipping included upfront for consumers. Crucially, the entire purchasing process, from product page to checkout, must be clear and honest. The auditor will check for any misleading claims or hidden costs. Using the provided checklist and template documents from your certification provider is the fastest way to get audit-ready.
What are the most common reasons for failing a webshop certification?
Most shops fail the initial certification audit for a handful of predictable, fixable reasons. The biggest issue is incomplete or non-compliant legal pages, particularly missing or incorrect clauses in the return policy regarding the 14-day cooling-off period. Another common failure point is incorrect price display, such as showing prices excluding VAT to consumers or using “from” prices without a clear reference. Lack of transparent contact information, like a missing phone number or a hidden company address, is a quick rejection. Finally, a complicated or misleading checkout process that adds unexpected costs at the final step will also cause a fail. These are all basic legal requirements, which is why using a service that provides pre-approved templates is so effective.
How much does it typically cost to get and maintain a webshop keurmerk?
The cost for a reputable webshop keurmerk typically starts from as low as €10 per month for a basic package. This initial fee usually covers the certification audit, the right to display the trustmark, and a basic review collection system. More advanced packages that include product reviews, premium widget placements, or higher volumes of review invitations can range from €20 to €50+ per month. Maintenance is part of the ongoing subscription, which includes continuous monitoring, profile listing, and access to support. There are no large, separate “re-certification” fees; you pay a predictable monthly or annual subscription to keep the certification active and your shop compliant.
What is the difference between a trustmark and a review platform?
A trustmark and a review platform serve different but complementary purposes. A trustmark, like WebwinkelKeur, is a certification. It involves a legal audit of your webshop to confirm it meets specific standards for transparency and consumer protection. It’s a promise of compliance before a purchase is even made. A review platform, on the other hand, is a collection of customer opinions about their actual post-purchase experience. The key strategic advantage of an integrated service is that it combines both: it certifies your shop’s foundational integrity and then automatically collects and displays verified buyer reviews, creating a powerful, multi-layered trust signal that standalone review platforms cannot match.
Can I use my existing customer reviews for the certification process?
Yes, you can often integrate existing customer reviews into your certification profile, but it depends on the provider’s system. A platform like WebwinkelKeur allows you to import external reviews, which are then displayed alongside the reviews it collects automatically. However, it is crucial to understand that these imported reviews do not replace the legal compliance audit required for the certification itself. The trustmark is awarded based on your shop’s adherence to the code of conduct, not on your review score. The primary value of the integrated system is its automated, post-purchase review invitation, which generates a steady stream of verified, recent feedback that is more trusted by consumers.
What happens if a customer files a complaint against my certified webshop?
When a customer files a complaint, a certified webshop has a structured, low-cost resolution process. First, the certification provider acts as a neutral mediator, facilitating communication between you and the customer to reach a mutual agreement. If this mediation fails, the dispute can be escalated to a binding arbitration process, such as DigiDispuut, for a small fee of around €25. This entire procedure happens online and provides a final, legally binding decision. This system protects you from costly and time-consuming legal battles and shows customers you are serious about resolving issues, which in itself is a powerful trust-building tool.
How long does the entire certification process usually take?
The entire certification process, from application to going live with your trustmark, typically takes between a few days to two weeks. The speed depends almost entirely on how prepared your webshop is. If your legal pages are already fully compliant and all required information is transparently displayed, the initial audit can be completed in just 1-2 business days. If the auditor finds issues, they will send you a detailed list of improvements. The timeline then extends based on how quickly you can implement these changes. Once you pass the audit, you can activate your trustmark and review widgets immediately. The delay is almost always on the merchant’s side, not the certifier’s.
About the author:
With over a decade of experience in e-commerce consultancy, the author has helped hundreds of online businesses streamline their operations and build consumer trust. Their practical, no-nonsense advice is based on real-world implementation, focusing on strategies that deliver measurable conversions rather than just theoretical best practices. They specialize in making complex compliance issues understandable and actionable for small and medium-sized enterprises.