Online retailing made safe

Online retail association Interactive Media in Retail Group has teamed up with trustmark specialist Trusted Shops to create a single European trustmark for online shopping.The alliance aims to promote trust in e-commerce throughout Europe

by giving consumers absolute confidence in the safety of shopping online and offering them full buyer protection.

Retailers wishing to display the new 'Trustmark Online' will undergo a thorough accreditation process which includes assessments of their terms and conditions, site and payment security, as well as fulfillment.

"The need for a strong, single European trustmark is clear,” commented Jean-Marc Noël, managing Director at Trusted Shops. "Online retailers throughout Europe need to expand their market and target customers outside of their own country. Without ecommerce, this is a prohibitively expensive venture; safe, secure online shopping gives these organisations the opportunity to sell to more customers, and gives shoppers the confidence to buy."

James Roper, CEO, IMRG added: "We have compelling data which shows that the future of retail customer relationships is online. Our research reveals that retailers need to address the security and certainty concerns of theironline audience – which is international now, not just within the borders of a city or country. This alliance between Trusted Shops and IMRG strengthens both trustmark schemes and will enable European growth for internet retailers."

Malcolm Harbour MEP and chairman of the European Parliament's Internal Market and Consumer Protection Committee said: "Our Committee has been calling for more intensive efforts to raise consumer confidence to boost internet shopping especially across Single Market borders. This new collaboration should have the scale to promote Trustmarks to consumers and encourage more take up by retailers."

Founded in Germany 12 years ago, Trusted Shops operates in 11 European countries and has accredited more than 10,000 retailers.