A study by ‘ECC Köln' and 'Riverty' investigated the relevance of fairness and transparency in e-commerce from the perspective of retailers. Above all, a positive checkout experience and respectful behavior towards consumers were deemed important. For the survey, 215 retailers were questioned online in February 2025.
94% of retailers consider it important to treat their customers fairly and respectfully, regardless of their purchase volume or loyalty. 27% offer an immediate solution or adjustment in response to complaints about prices or offers.
"For a successful customer journey, it is crucial that it proceeds fairly, transparently, and seamlessly right through to the final step, the checkout."
Fairness in e-commerce is demonstrated in many facets:
Non-European Marketplaces: Inspiration for Social Media and Product Presentation
Awareness of marketplaces like 'Temu' and 'Shein' is also high among retailers, reported at 94%. Additionally, nearly one-third (32%) of retailers state they already use these platforms or can imagine doing so.
Source: “Fairness as a Success Factor in E-commerce: How Transparency is Changing Business,” 'ECC Köln' in cooperation with 'Riverty', 2025
