emota european trustmark presentation - walter devenuto president emota 13-3-2014
DESCRIPTION
Presentation for the launch of the EMOTA European Trustmark at the International Ecommerce Forum in Barcelona on 13th March 2014TRANSCRIPT
Launch of the European Trustmark
13 March 2014
Domestic vs. cross-border internet purchases
Source: Eurostat, 2013 Note: % of population who ordered goods/services online from national sellers / from sellers from other EU countries in the last 12 months
-
5
10
15
20
25
30
35
- 10 20 30 40 50 60 70
Cross-border
Domestic
EU avg.
-1-
Concerns about cross-border vs. domestic online purchases
0% 10% 20% 30% 40%
Uncertainty onrights
Data privacy
Payment security
No delivery
Guarantee
Returns
Long delivery times
Source: Civic Consulting/TNS, 2011 Note: % of consumers reporting concerns about buying products online in their own country vs. in another EU country
-2-
% domestic % increase cross-border
Cross-border will grow twice as fast as domestic online sales
306 346 377 407 436 462
44 56
69 83
99 116
0
100
200
300
400
500
600
700
2013 2014 2015 2016 2017 2018
€ B
illio
n
350 402
446 491
535
Domestic
Cross-border
578
+21%
CAGR ’13-18
+9%
Source: EMOTA, 2013
-3-
Benefits of trustmarks for consumers
41%
48%
50%
75%
79%
85%
0% 25% 50% 75% 100%
Search trustmark for unknown retailers
Click through trustmark to check info
Decide purchase based on trustmark
Read ratings/reviews to decide purchase
Look for trustmark on retailers' sites
Consider trustmarks as meaningful
Source: Bizrate Insights, September 2013 Note: % of consumers – survey sample: 6,000 consumers
-4-
Benefits of trustmarks for merchants
• Display a trusted symbol – especially for SMEs, whose brand is not well known
• Improve confidence of new customers in purchasing from an unfamiliar webshop
• Provide assurance on payment security
• Confirm compliance of data protection rules and of consumer regulations
• Ensure accurate and timely delivery of orders
• Certify transparency of information and pricing
• Acquire guidelines and best practices for online selling
• Guarantee against risk of fraud and non-payment
• Offer redress mechanisms for dispute resolution
-5-
Fragmentation of National Trustmarks in Europe
-6-
Features of National Trustmarks
0% 25% 50% 75% 100%
Have internal ADR mechanisms
Perform periodic checks on compliance
Have internal certification procedure
Certification criteria are listed online
Have sanctions for non-compliance
Have certification requirements
50%
59%
63%
75%
87%
87%
Source: ECC-Net, October 2013 Note: % of trustmarks on the total number of trustmarks analysed (54)
-7-
Consumer perceptions of trustmarks in Europe
0% 25% 50% 75%
Don't trust sites with trustmarks
Don't look for trustmarks
Don't know any trustmark
Don't know what a trustmark is
37%
63%
66%
51%
53% 15% 32%
Don’t know criteria
Difficult to access trustmark features
Don’t trust trustmark provider
65%
23%
12% Don’t know how to identify
trustmark
Not important
for purchase decision
other
Source: ECC-Net, October 2013 Note: % of consumers – survey sample: 573 consumers
-8-
EC policy options for the European Trustmark
Self-regulation Disseminate best-practices among national trustmarks
Co-regulation Define EU-wide standards for national trustmarks
EU accreditation Endorse national trustmarks compliant with EU standards
EU certification Certify compliance of individual merchants
-9-
EMOTA European Trustmark objectives
• Enhance consumer trust in online shopping across borders
• Increase online cross-border turnover for European web merchants
• Improve international credibility and overcome language barriers of national trustmarks
• Establish harmonized certification criteria for all national trustmarks throughout Europe
• Exchange best practices across countries
• Establish an industry self-regulatory initiative in coordination with EU policies
-10-
EMOTA European Trustmark Accreditation Criteria
A. Code of conduct with high level of consumer protection
B. Comprehensive accreditation process
C. Continuous monitoring of traders’ compliance
D. ADR schemes
E. Enforcement and sanctions
-11-
European Trustmark logo
-12-
Co-branding of European Trustmark + National Trustmarks
Greece Austria Belgium Finland
Switzerland Spain Sweden Portugal
Germany Hungary Italy
-13-
EMOTA European Trustmark accreditation criteria
A. Code of conduct with high level of consumer protection:
• Transparent information about the trader
• Clear, complete and accurate product description
• Transparent pricing, inclusive of all charges and taxes
• Accurate information to the customer on product availability and delivery times
• Delivery according to the specifications and timing indicated to the customer
• Clear returns process and prompt reimbursement
• Accessible customer service and timely complaint management
• Protection of personal data according to EU and national legislation
• Appropriate protection of minors
• Secure payment methods
-14-
B. Comprehensive accreditation process:
• Documented procedure to ensures merchants’ compliance with the trustmark requirements
• Support and advice to implement improvements before the trustmark can be awarded
• Record of accreditation based on approved terms & conditions
C. Continuous monitoring of traders’ compliance:
• Minimum annual review of compliance
• Additional checks at any time
D. ADR schemes:
• Information about alternative/online dispute resolution to resolve consumer complaints
E. Enforcement and sanctions:
• Merchants need to correct any issues promptly
• Trustmark can be withdrawn if the trader does not comply with code of conduct
EMOTA European Trustmark accreditation criteria
-15-