The UNIEF Global Trustmark is an international symbol of responsible and transparent e-commerce.
It helps consumers, merchants, and digital service providers navigate online trade with greater confidence by promoting a shared set of principles, behaviours, and expectations across different regions and markets.
As e-commerce becomes increasingly global, trust remains uneven. Consumers face uncertainty when buying from unfamiliar sellers, and businesses often struggle with differing standards, regulations, and operational frameworks.
The UNIEF Global Trustmark responds to these challenges by offering a common, principle-based framework recognised by national e-commerce associations, industry stakeholders, and public institutions around the world.
The UNIEF Global Trustmark aims to:
The Trustmark is not a certification of compliance with national law. Instead, it reflects an organisation's voluntary commitment to uphold UNIEF's Global Code of Conduct and follow practices that enhance fairness, clarity, and safety in digital commerce.
How It Works?
Organisations displaying the Trustmark commit to:
✔ Clear and honest communication
Accurate product descriptions, transparent pricing, and accessible terms.
✔ Fair and predictable customer policies
Reasonable return, refund, and dispute-handling processes.
✔ Secure and responsible digital practices
Protection of consumer data, secure payment methods, and ethical use of AI.
✔ Transparent cross-border operations
Clear information on shipping times, duties, taxes, and delivery options.
✔ Responsible logistics and sustainability
Efforts toward ethical sourcing, packaging sustainability, and delivery transparency.
By adopting these principles, organisations help create a more trustworthy, inclusive, and sustainable global digital economy.
A Neutral and Inclusive Framework
The UNIEF Global Trustmark is developed and administered by the United E-Commerce Federation (UNIEF), a non-profit, multi-stakeholder organisation based in Switzerland.
Its principles are shaped through consultation with:
This collaborative approach ensures that the Trustmark remains region-neutral, evidence-based, and adaptable to the realities of evolving digital markets.
A Recognisable Signal of Trust
Displaying the UNIEF Global Trustmark signifies that an organisation is committed to providing:
It is a practical, widely accessible tool for building trust in the global digital economy.