Our research has shown that for six out of ten customer conversions, a trust badge or reviews are the key deciding factor.

Safe Shop is a trust mark created by the eCommerce Croatia Association based on customer-driven criteria, developed as an evolution of the Trusted Shops certification.

A survey conducted by the eCommerce Croatia Association among more than 3,400 respondents revealed that nearly one-third of customers (31%) consider a trust badge crucial when deciding to make their first purchase from a webshop.

Safe Shop also functions as a review collection system, which is nearly equally important, as 29% of customers cite reviews as decisive for their first online purchase. In practical terms, this means that six out of ten customer conversions depend on either a trust badge or reviews, making the implementation of a tool that combines both benefits strategically important for Croatian webshops.

The Safe Shop certification is based on a Code of Conduct, a set of criteria aligned with customer expectations. Only members of the eCommerce Croatia Association who meet all 10 criteria can obtain the Safe Shop trust mark, which can be reviewed at this link.

Main certification criteria

Below is a summary of key requirements that merchants must meet to successfully complete the certification process. These are fundamental expectations that should be clearly visible to eliminate any doubt for customers about whether the webshop is trustworthy.

First, it must be evident that a real legal entity stands behind the webshop, with clearly available information such as the company name, registration number, address, and accessible contact options (email, phone, social media).

Additionally, the merchant must ensure a simple and transparent ordering process and communication, including clear product descriptions, images, legal rights, and ordering and return policies (including the 14-day return period).

Prices must be clearly displayed with no hidden costs, ensuring that the customer sees the final price, including all taxes, standard fees, delivery costs, and any additional charges.

The process must also include a simple and secure payment system, along with transparent delivery information.

One of the most important ways to build customer loyalty is fast complaint resolution, supported by clear communication about timelines and procedures. Finally, legal regulations regarding privacy protection are strict, so merchants must prioritize data protection and implement security procedures required for all Safe Shop trust mark holders.