More Sales & Trust with the Trusted Shops Trustmark & Buyer Protection

23.10.2020, 7m

If you’re an active online shopper, you’ve surely had a problem or two arise with past deliveries. It’s basically inevitable. This can lead online shoppers to hesitate when buying from a small or unknown brand. Is there a solution for these small businesses? The Trusted Shops money-back guarantee!

According to several studies, many shoppers have had problems when shopping online at some point or another. A study from ONTSI showed that as of 2018, 41.9% of online shoppers have received a defective product, 39.9% have received a late package, and 31.1% have not even received a product they ordered! 

In 2018, 2,000 UK shoppers were surveyed about their online shopping habits. When asked about what delivery concerns prevented them from shopping online, we see that risk of failed delivery was their number one answer (54%)!


Source: Maru/Matchbox; Interactive Media in Retail Group

Despite these negative experiences, e-commerce is still growing around the world. However, some of the bigger players like Amazon and other marketplaces are really benefiting the most. Smaller shops need to work harder to earn their visitors’ trust. By getting the Trusted Shops Trustmark, you’ll be able to let shoppers opt into the Buyer Protection, which entitles them to a 30-day money-back guarantee. 

The Trusted Shops Trustmark has become so popular, they recently reached a milestone: 25 million registered users!

So, you’re probably asking yourself how this all works. In today’s article, we’ll cover the following topics:

  1. What is the Trusted Shops Buyer Protection with the guarantee?
  2. What cases does the Buyer Protection cover?
  3. Processing a claim with the Buyer Protection 
  4. What benefits does the Buyer Protection bring to your online shop?

So, let’s begin with the most obvious question:

What is the Trusted Shops Buyer Protection with the guarantee?

The Trusted Shops Buyer Protection works hand-in-hand with the Trusted Shops Trustmark.

Shops that display the Trustmark are able to offer their customers a 30-day money-back guarantee in order to boost trust. This guarantee is free for orders up to €2,500 (in most markets).

In order to qualify for the Trusted Shops Trustmark, shops must go through a website audit that is based on EU regulations and best practices. The dedicated Audit Team at Trusted Shops works together with shop owners to make sure they are compliant. Once the shop completes the audit, they become certified and can display the Trusted Shops Trustmark on their site.


Users enter a site and see the Trusted Shops Trustmark inside the Trustbadge. Clicking on the Trustbadge informs users about this shop (e.g. reviews) and about the Buyer Protection. 

The Buyer Protection is essentially what powers the Trustmark. This is how Trusted Shops “puts its money where its mouth is” regarding its certification. When a shopper completes their purchase, they can opt into the Buyer Protection for free. 


After securing their purchase, the customer will receive the guarantee confirmation number by email. This guarantee covers a number of scenarios, which will be covered in the next section.


Trusted Shops conducted a survey in 2019 with 1,000 UK online shoppers taking part. They were asked a lot of interesting questions regarding Trust and online discovery

One particularly interesting question was about money-back guarantees and what kind of influence it has on a purchase decision. An overwhelming 86% of participants acknowledged that knowing they are entitled to a money-back guarantee would have a positive influence on their decision to buy from a shop they’ve never heard of before.


Buyer Protection and COVID-19

Obviously, the world has become a different place since the coronavirus pandemic started. People are more likely to shop online than ever before. 

Unfortunately, when there is a crisis, there are usually shady people who will try to take advantage of this situation. We’ve already heard the price-gouging stories from when pandemic started. However, another situation to look out for are fake shops

Given this context, the need to come across as trustworthy as possible is more important than ever before. 

This is where offering your customers the Buyer Protection option can really make a difference. Have a look at some recent numbers regarding consumers opting into the Protection:


The number of protections jumped up around the beginning of the pandemic. Christmastime also sees a bump in opt-ins. 


What cases does the Trusted Shops Buyer Protection cover?

The Trusted Shops Buyer Protection covers the following situations:

  1. Refund of money in case of non-delivery or service.
  2. Refund of money if the store does not return the amount to the buyer after the purchase has been canceled, if the product is returned, or if it is lost in transit.

The Trusted Shops Buyer Protection covers the scenarios mentioned above if they occur within the valid protection period for the guarantee in question and up to a maximum of the agreed insured amount.

As we have already mentioned, the buyer will receive an email after securing their purchase. In addition to the guarantee confirmation number, this email also indicates the amount and duration of the guarantee.

More details regarding the guarantee can be found here.

As an online merchant, you can be sure that your customers will always be informed about the details of the guarantee they have taken out to insure their purchases. 

Interested in seeing how Trusted Shops has helped other businesses expand? Check out this case study from Millesima!

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Processing a claim with the Trusted Shops Buyer Protection

Let’s have a look at what the process of making a claim is like with the Trusted Shops Buyer Protection. 

If the Buyer has a problem wit their order and the issue fits one of the situations mentioned in the previous section, then process to file a claim would go as follows:

  1. The customer logs into their My Trusted Shops account .
  2. They submit a refund request to Trusted Shops before the guarantee expires.
  3. Trusted Shops contacts the store to inform them about their customer's complaint and clarifies details.
  4. The buyer provides Trusted Shops with all the necessary receipts within 7 calendar days after submitting their request for a refund.
  5. Trusted Shops decides if the case is covered by the guarantee based on the receipts, contractual stipulations, and legal requirements.
  6. If Trusted Shops determines that there is a refund obligation, Trusted Shops will ask the online store to make the refund. If the online store does not refund the payment to the buyer within a period of 7 calendar days, Trusted Shops will refund the money directly and then present the invoice to the online store.

Your customers will always have a contact person at their disposal in case of any complaints or problems with the order. This will give them the peace of mind and confidence to complete their order. And once they see how smoothly everything works with your shop, they won't hesitate to shop with you again and again.

Online shoppers who visit your store will feel in good hands knowing Trusted Shops is there for support. 

What makes a trustmark trustworthy whitepaper

What benefits does the Trusted Shops Buyer Protection bring to your online shop?

Naturally, displaying the Trusted Shops Trustmark with the 30-day money-back guarantee will boost trust on your site. Shoppers will feel more secure, so conversion rates will increase while cart abandonment rates decrease. It’s also fairly common to see that average basket values will go up since the guarantee covers up to €2,500, thus encouraging shoppers to purchase more.

There is one last last chart for you to look at. From the same survey mentioned above (regarding Trust & Discovery), 1,000 UK online shoppers were asked about the most important features a shop can have when it comes to making a purchase decision.


As you can see, a seal of approval and a money-back guarantee being displayed are in the top answers, seen as either must-haves or has a positive impact by an overwhelming majority of respondents.

It’s worth noting that Trusted Shops can help with online customer reviews as well as data security and privacy (Read more about our GDPR tool, Data Privacy 360). 

Have questions about the GDPR? Check out our free GDPR FAQs guide:

GDPR FAQs whitepaper


Give your potential customers more security by displaying the Trusted Shops Trustmark with the 30-day money-back guarantee. This way your customers will not hesitate to repeatedly make purchases from your store, and you will build a lasting relationship with them. Don't forget that your customers' loyalty is the key to your business success!

If you have questions about our products and how they can help you increase the success of your online shop, don't hesitate to contact us.

Download the Quality Criteria whitepaper

This article was originally published on and adapted from our Spanish blog: ¡Genera más ventas y confianza en tu tienda con la garantía de Trusted Shops!