Store foundations
What destroys trust in an online store
Trust in a webshop is destroyed by tricks shoppers see through: countdowns that reset, stock warnings that never change, fake or filtered reviews, inflated "was" prices, fees that appear at the last step and extras ticked in advance. Most of them are also against EU consumer law. Shoppers who spot one tend to doubt everything else on the page.
By the MoraLab team · Updated · 2 min read
The tricks that backfire
Fake urgency
Countdowns that reset and "only 2 left" warnings that never change. EU law bans falsely claiming that an offer is only available for a very limited time.
Fake or filtered reviews
The Omnibus Directive bans fake reviews and requires stores to say whether and how they check that reviews come from real customers.
Inflated reference prices
In the EU, a discount must be shown against the lowest price of the previous 30 days, so a made-up "was" price is not allowed.
Hidden fees
A fee that appears at the last step makes everything before it feel dishonest. 40% of shoppers who left a checkout named extra costs (Baymard).
Pre-ticked extras
Insurance, gift wrap or donations added by default. EU rules require the customer's express consent to any extra payment, and a pre-ticked box is not consent.
Sloppy content does it quietly
Not every trust problem is a trick. Blurry photos, a single manufacturer image, spelling mistakes and copied descriptions all suggest a store that might not be real. Shoppers rarely say why a store feels unsafe, but content quality is a large part of it.
Frequently asked questions
Are countdown timers illegal?
Only fake ones. A timer that resets or a deadline that isn't real misleads shoppers and can breach EU consumer law. A genuine sale with a real end date is fine.
Can I add gift wrap or insurance to the cart by default?
No. In the EU, extra payments need the customer's express consent, and a pre-ticked box doesn't count. Offer the extra as an option the shopper chooses.