Shop safely online: 8 tips to avoid fraud

Unfortunately, as we've moved our shopping trips online, the fraudsters have moved with us. This can make it difficult to know when you can trust an online shop. We've put together eight tips to help you steer clear of digital fraud and avoid becoming the next victim.

Online shopping is generally a convenient and hassle-free experience, but you may come across online shops that try to steal your account information, sell fake products or rob you of your money without delivering the items.

157,000 Danes were affected by cybercrime in 2021 ( Det Kriminalpræventive Råd, 2022 ).

So how can you spot the difference between a fake online shop and a real one and avoid the unpleasant experience of being scammed? We'll guide you through it so you can receive what's important to you safely and quickly when shopping from the comfort of your home.

1. Is the webshop e-labelled?

The easiest way to tell if a website is safe is to look for the e-label. When an online shop is e-labelled, it's your guarantee that it complies with important guidelines that protect your consumer rights.

An e-labelled webshop has been reviewed and certified by legal experts. At the same time, you get security for up to DKK 10,000 per transaction and unlimited case handling - completely free of charge.

You should always click on the e-label and make sure you are taken to the official e-label website. Alternatively, you can visit and search for the webshop.

It would be really easy if all real webshops were e-labelled, but unfortunately they are not. If the webshop is not e-labelled, you should therefore look for other things that can reveal whether the website is genuine.

2. Has the webshop received positive and trustworthy reviews?

Always check other users' experiences with the online shop on social media and Trustpilot. Read the first reviews on Trustpilot carefully and pay attention to whether they seem genuine. Many 5-star reviews from the same user can be a sign of a fake reviewer.

3. Is the webshop on social media?

Many real online shops use social media to market themselves. Search for the online shop on Facebook and Instagram and see if they have an active profile with regular posts and interaction with their followers.

4. Can you find their contact information?

A real webshop tells you who you're doing business with. Often at the bottom of the page you can find information about the company's name, email, phone number and physical address. You can also find the company's CVR number, which you can look up on if the company is located in Denmark. But be aware that this information may also be copied from other real webshops.

5. Do they have an 'About Us' page?

Almost all real online shops have an 'About Us' page that describes the company's story. On fake websites, the creators rarely spend time writing good stories - they probably don't have many to tell. As a result, you may find that the content doesn't tell you anything about the company, but instead seems like something they've just copy-pasted to fill the page.

6. Are there many spelling mistakes?

IT criminals don't spend much money on translations either. Fake webshops will often be written by a computer or translated automatically. You may therefore encounter a mixture of Danish and English or strange word combinations. However, be aware that the fraudsters are becoming more and more professional - also in terms of translation and correct spelling.

7. Does the price seem too good to be true?

Have you ended up on a webshop because they sell a pair of sunglasses for DKK 200 that normally costs DKK 1500? Then it's probably too good to be true - unfortunately. You should always be sceptical about low prices on popular brands.

8. Is the website encrypted so you can pay securely?

Once you've ensured that the online shop fulfils the previous criteria, it's time to pay. But before you enter your payment details, make sure your connection is secure and encrypted. It is important that your internet connection is encrypted so that a third party cannot steal your payment details.

When there is a padlock icon in your browser's address bar before https://, you can see that the connection is encrypted. In some cases, it may also simply say https://, which also indicates that the connection is secure.

How you pay is important. When paying by debit card (Dankort, VISA/Dankort or Mastercard) or MobilePay, in some cases the bank can reverse your payment if you never receive your item. Never pay by bank transfer, as the bank will not be able to help you.

And remember, never share your card details over the phone or by email - no matter how trustworthy and friendly the person on the phone sounds.

If the webshop asks for your MitID, it's to protect you against fraud.

Get help assessing the credibility of the webshop with SIKKER SHOPPING from The E-label

Want to quickly spot the fake webshops? The browser extension SIKKER SHOPPING in Google Chrome has been developed by e-mærket with support from Trygfonden. It automatically warns you about fake webshops when you search on Google.

The risk of being scammed will always be there - even if you follow these tips. Unfortunately, scammers are only getting better at stealing our money, but you can minimise the risk by going through this checklist before you make a purchase.

Happy shopping!


Are there any legal repercussions or measures taken against the operators of fake online shops?

Legal repercussions and measures against operators of fake online shops vary depending on jurisdiction and the severity of the fraud. In Denmark, where 157,000 individuals were affected by IT-related crimes in 2021 according to The Crime Prevention Council, authorities typically investigate and prosecute such cases under relevant laws pertaining to fraud, cybercrime, and consumer protection. However, specific details on the outcomes of such legal actions may not be readily available in the context of the blog post

The effectiveness of the e-mærket certification in preventing fraudulent activities can be substantial, as it signifies compliance with important guidelines safeguarding consumer rights. However, while e-mærket provides assurance and protection for consumers, it's not infallible. Instances of e-mærket certified websites engaging in fraudulent activities may occur, albeit they might be relatively rare. Therefore, while e-mærket certification is a valuable indicator of trustworthiness, consumers should remain vigilant and not solely rely on it to determine a website's legitimacy.

Scammers continually evolve their tactics to deceive consumers, making it crucial for shoppers to stay informed about emerging trends in online fraud. While the blog post provides comprehensive guidance on identifying fake online shops, it's essential to recognize that scammers adapt to circumvent detection measures. For instance, they may employ sophisticated techniques in website design, language use, and social engineering to appear genuine. Staying updated on new tactics employed by scammers through official alerts, consumer protection agencies, and cybersecurity resources can help mitigate the risks associated with online shopping. Vigilance and skepticism remain key principles in navigating the online marketplace amidst evolving threats.