Is the webshop safe? 9 signs to check before you pay
A polished webshop and a padlock in the browser are not proof that the store is safe. Here are nine things to look at before you buy.
By Bo KristensenPublished 4 min read
A professional webshop can be set up in a few hours
Nice product photos, local-language copy and a familiar payment logo quickly make a webshop look trustworthy. Appearance does not necessarily tell you who is behind it.
In 2025 the Danish Consumer Ombudsman warned that fake and doubtful online stores have become more sophisticated. Some use AI-generated local reviews and profile photos, copy well-known logos, or display a company registration number that belongs to a completely different business.
You do not need to become an expert in domains and company registers to shop online. But if you do not know the webshop, it is sensible to pause and look at the full picture.
1. Is almost everything on sale?
One good price is not suspicious. Be more critical if almost every item is discounted by 50, 60 or 70 percent, a countdown is always about to expire, or you keep seeing messages such as “only two left”.
Odd prices such as 186.72 kroner can also be a sign that prices were converted automatically from another currency. None of this proves fraud, but they are good reasons to look more closely.
2. Can you see who is behind the shop?
Find the contact or company page. You should be able to find a legal company name, a physical address, an email address, and a CVR number or equivalent foreign registration number.
A name such as “Copenhagen Fashion” is not company information by itself. If you can only find a contact form, and the shop does not say which company you are contracting with, you are missing important information if something goes wrong.
3. Does the registration number match the webshop?
Eight digits in the footer are not enough. Look the CVR number up on Virk and check whether the company’s name, address and activity match the webshop.
A registration number can be copied from a real company. If the number belongs to a local tradesperson while the shop sells designer clothing, that should set off alarms.
4. Is the webshop brand new?
A new webshop can be genuine, and an old website can have been taken over or misused. Domain age should never stand alone.
But a shop that claims “20 years of experience” while the domain was registered a few weeks ago has a credibility problem — especially if company details and independent reviews are missing at the same time.
5. Do the language and the details hold together?
Look for more than a few typos. Watch for text that changes tone from page to page, odd phrasing, different company names in the terms, or details that contradict each other.
Read the delivery, returns and contact pages in particular. They are often overlooked by whoever copied or auto-translated the rest of the shop.
6. Where would an item have to be returned?
A webshop can look Danish even if the item is shipped from Asia and a return has to go all the way to China. Return postage can become so expensive that sending the item back is not worth it.
Check where the company is based, where the item is shipped from, and where it must be returned. Those are three different questions.
7. Do the reviews look natural?
A high star rating is only a starting point. Read both positive and negative reviews, and look for concrete descriptions of delivery, the product and customer service.
Be critical if many five-star reviews use almost the same wording, were posted within a few days, or come from profiles with no other activity. Compare independent sources as well.
8. Can you pay by card?
It is usually safer to pay with a payment card or a mobile payment linked to a card. In several situations you can dispute the charge through your bank if the item never arrives, you receive something completely different, or the shop charges more than agreed.
Be extra careful if an unknown webshop only accepts a bank transfer, cryptocurrency, or payment via a link you were sent. An ordinary online-bank transfer is not covered by the same rules as a card payment.
9. Are the trust marks genuine?
An e-mark, a review-platform logo or a “secure payment” icon can be copied like any other image. Click the mark and check whether it leads to an official page that confirms this exact webshop.
The padlock next to the web address is not an approval of the shop either. It mainly shows that the connection between you and the site is encrypted. Scammers can use an encrypted website too.
Look at the combination — not one sign alone
None of these signs can decide on its own whether a webshop is good or bad. New, decent shops can have few reviews. Genuine foreign shops can have slightly uneven Danish. And a shop can sell dropshipped goods without hiding it.
The risk rises when several things do not add up: a new domain, missing company details, unnatural reviews, permanent sales and a hidden return address abroad.
That is why Shopeye looks at several different signals and gathers them in a simple risk assessment. The assessment is extra decision support — not a guarantee — and you can always open the details and see what sits behind it.
Sources
Check the webshop with Shopeye before you pay
How it worksWhat we checkMarkdown
Related posts
How to check a webshop's CVR number
A CVR number that exists only shows that there is a company with that number. It does not show that it is the company you are about to buy from.
Scammed by a webshop? How to try to get your money back
Keep the evidence, write to the webshop and contact your bank quickly. Your options depend on the problem and how you paid.
What is dropshipping — and when should you be careful?
With dropshipping the webshop typically does not hold the item in its own warehouse. That can work well, but you should know where the item comes from and where it must be returned.