Fakeshops damage Austrian economy by undermining consumers’ trust in online trade. Local online shops can score by investing – despite the tense economic situation – in the safety and use of use of your online appearance. Because only online shops that are recognizable at first glance are convincing of new customers, as a study by the Austrian e-commerce quality mark confirms.
The Austrian e-commerce quality mark warns: Fakeshops damage the Austrian economy by generally undermining the trust of consumers in online shopping. Nevertheless, domestic retailers should continue to invest in the digitization and optimization of their online offer despite the tense economic situation. Otherwise, companies leave the chances here, because serious and user-friendly offers as well as online providers from Austria are in demand for the shoppers. When purchasing online, they mainly focus on shops (62.5 %), trust in their own experiences (40 %) and check whether it is an Austrian provider (30 %), as current study results show. With an inexpensive service for the first check of online shops, the Austrian e-commerce quality marks supports (www.guetezeichen.at) Provider in Austria who want to stand out through seriousness.
To recognize more and more difficult: fake shops in the unequal duel
One of the biggest annoyances in online shopping is when consumers fall for a fake shop. Because in addition to the money, trust in online shopping is often gone. However, exposing fake shops is becoming increasingly difficult because they often imitate known shops deceptively. For example, brand shops of popular providers are cloned one to one or product photos and descriptions are simply copied from other websites. In contrast to reputable providers, fraudulent fake shops do not buy goods, nor do they have warehouse or shipping costs- an unequal competition. Fake providers use huge amounts to apply for their online offer and attract with apparently cheap offers-which, however, never arrive at the good-faith shops.
Disappointed by fakeshops: two thirds are on the safe side
No wonder that many online shoppers prefer to remain loyal to those providers on the web with whom they have already had good experiences, as a representative study (n = 1.009) of the Austrian e-commerce quality mark confirms: Two thirds of the respondents stated that they specifically call up an online shop already known to buy. Just as many people have used only one to three different online providers in the past three months.
“The many favorable offers that are often massively advertised online and on social media are tempting. But those who have already had negative experiences in online shopping as a result, take a closer look at whether a shop is really trustworthy”
confirms Thorsten Behrens, managing director of the Austrian e-commerce quality mark. “Your own good experiences are one of the most important criteria when deciding on a specific shop and thus the basis for long-term customer confidence. This behavior should be used to use Austrian online shop operators!”
Favorable price, own experiences, Austrian providers are important criteria
For 62 percent of those surveyed, the cheaper price is still the most important criterion if they are to choose between two providers. In second place, their own experiences play a major role for 40 percent. Anyone who has already had a positive shopping experience will be happy to come back to the same online provider. Whether it is an Austrian online shop or not is also a reason for 30 percent of the people surveyed.
It is important for 95 percent of the shoppers surveyed that the preferred payment method is available. It is just as important that returns are possible without great circumstances. 88 percent can be convinced by an appealing online shop and for 83 percent, positive reviews of other customers are one of the important aspects of choosing an online shop. Two thirds of the respondents are looking for whether the online shop is certified with a quality mark and 62 percent would like their orders to be delivered by their preferred parcel service provider.
Negative experiences sell Austrian shoppers
People who were disappointed in an online shop or who have experienced the ordering process as difficult, often break down the purchase and do not come back. What negative experiences prevent Shopper from shopping in an online shop? For 60 percent, too high shipping costs were a reason to cancel the purchase, another 43 percent were annoyed by the minimum order value and were not ready to order more than planned so that they did not have to pay for shipping costs. 40 percent could not pay with their preferred payment method, for 37 percent the expected delivery time was too late and 36 percent dropped out of purchasing because the shop did not seem trusting them.
Customer service under time pressure: Online shoppers want help in real time
If customers encounter problems during the purchase, an easy-to-reach customer service is decisive: 71 percent of those surveyed prefer an email address, followed by contact form (42 %) and telephone number (35 %). Further contact options, such as live chat (30 %), an agreed callback (17 %) or messenger services (9 %) are less popular. 43 percent are still satisfied if you receive a reaction to your request, at least within one working day. But the response times, which are expected and tolerated, are getting shorter: 16 percent would like an answer within four hours, 18 percent are only waiting for one hour and 9 percent for a reaction.
So the Austrian online trade can assert itself against fake shops
With a trustworthy appearance and good customer service, retailers can create a regular customer that always returns to the shop. With the quality mark certified online shops can be seen as a serious shopping offer at first glance, a list of all certified online shops on www.guetenne.at offers additional orientation for consumers.
“A positive shopping experience and a functioning customer service are essential to keep regular customers”
so Behrens. “Winning new customers is much more difficult in competition with fake providers and other competitors. But all advertising does nothing if potential customers do not build confidence in the online shop.”
With the funded first check, a service offer from the e-commerce quality mark and the WKÖ, online retailers with target market Austria can get a valuable and legally qualified feedback on your own shop. Uncertainties can be easily clarified and the shop improved. If you then have the shop certified with the Austrian e-commerce quality mark, you will also receive a discount on the test fee. All information about this offer at Registration first check.
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About the study
The study of the Austrian e-commerce quality mark for Austrian Internet users was carried out by Marketagent.com in September 2024 by means of an online survey under 1,009 Austrians (between 14 and 69 years).
About the Austrian e-commerce quality mark
The Austrian e-commerce quality mark (www.guetezeichen.at) is the visible sign for reputable online trading. As the only seal of approval in e-commerce, it is supported by the Chamber of Commerce, Chamber of Labor and Ministry of Economic Affairs and therefore enjoys a high degree of trust among consumers.
The specialization in the legal and cultural challenges in the Austrian online business gives dealers legal security in sales in and from Austria and supports them to successfully counter the peculiarities of the Austrian market. At the same time, the quality mark is well networked across Europe. The certification gives dealers a visible sign of seriousness and also inexpensive support and advice for the online shop.