When buying online turns risky. Why trust matters in modern marketplaces
Online shopping has become part of everyday life. From luxury fashion and electronics to digital vouchers and experience gifts, the internet has made it possible to purchase almost anything from anywhere. Yet behind the convenience lies a growing problem, - the erosion of consumer trust.
In recent months, several cases in Europe have shown how even established peer-to-peer platforms can become a breeding ground for scams. Reports surfaced of buyers ordering expensive camera equipment only to receive a bag of peas or an old sweater instead. Such stories are more than humorous anecdotes—they reveal deeper risks in e-commerce that can affect anyone, from first time buyers to experienced online traders.
The hidden weakness of peer-to-peer MP
The peer-to-peer (P2P) marketplace model (MP) - where users buy and sell directly to each other, offers flexibility and competitive pricing. But it also creates opportunities for abuse. When listings are unverified and transactions happen without strong oversight, buyers may not receive what they paid for. Even if a platform uses modern payment gateways, that does not guarantee a safe online marketplace. Fraudsters can upload fake product photos, use misleading descriptions and then ship worthless items. In many European countries, law enforcement struggles to investigate such cases because the value of each individual purchase is often small, even though the cumulative loss across thousands of users is significant.
The illusion of security
Many users assume that if a website looks professional, it must be secure. Unfortunately, appearances can be deceptive. A visually clean interface, a recognizable logo or even a social-media account does not guarantee safety. Sophisticated scammers replicate trusted brands and payment pages to steal both money and data. This is especially dangerous in marketplaces (MP) dealing with digital products like coupons, vouchers or gift cards. On unverified sites users might try to buy gift cards online and end up with codes that are expired, already used or completely fake. Others attempt to sell unused gift cards and fall victim to fraudulent buyers who disappear after receiving the code.
The growing role of second hand gift coupons markets
There is an increasing awareness of wasted value in unused vouchers across the Europe. Billions of euros in gift cards, gift vouchers or gift coupons go unredeemed every year. That reality is driving the emergence of a secondary market for gift vouchers (gift coupons) or gift cards -platforms where users can resell or exchange their unused digital value. However, the safety of such transactions depends heavily on the infrastructure of the platform itself. A trustworthy marketplace must provide identity verification, communication monitoring and, ideally, escrow-style payment protection. Without these, the risks mirror those of any unregulated P2P exchange. The Kuponex platform, for example, was designed to make this secondary market safer. Instead of leaving transactions to informal chats or social-media groups, Kuponex creates a structured environment where users can post, negotiate and complete deals with transparency. By connecting people who want to sell unused or unwanted gift vouchers (gift coupons) or find discounts responsibly, the platform seeks to make the coupon exchange process both practical and secure.
Lessons from the "bag of peas" case
The recent Lithuanian case, where a buyer expected a camera but received a bag of peas, demonstrates the key problem: accountability. When a transaction happens between individuals, who is responsible when something goes wrong? Most marketplaces act as intermediaries rather than sellers. Their terms and conditions often limit liability, leaving the buyer and seller to resolve disputes on their own. This model works when the community is built on trust, but it fails when bad actors exploit the system. Such incidents also harm honest users and small businesses that rely on P2P platforms to reach customers. Once public confidence declines, every legitimate seller faces higher scrutiny. Restoring trust requires more than refunds, - it requires a visible commitment to transparency, communication and education.
Building a culture of safe online shopping
Both consumers and platform operators can take practical steps to improve safety in digital transactions.
For buyers:
Verify the seller's profile, rating and history before sending money.
Avoid offers that look "too good to be true."
Use payment systems that allow refunds or chargebacks.
Keep communication within the platform and never share personal information or codes in unprotected chats.
For sellers:
Provide clear descriptions, original photos and proof of authenticity.
Use verified delivery methods and update tracking information promptly.
Maintain professionalism: buyers often judge credibility by tone and responsiveness.
For platforms:
Require ID verification and seller scoring to deter fake accounts.
Use moderation or escrow mechanisms for digital transfers.
Communicate transparently about dispute resolution and user rights.
Educate users with clear coupon safety tips and visible trust signals.
Trust as a competitive advantage
As online shopping evolves, trust has become the new currency. Platforms that take safety seriously will gain long-term loyalty and better brand reputation. For the Kuponex marketplace, prioritising secure coupon transactions and community education is not just compliance, it's strategy.
By positioning itself as a trusted coupon marketplace, Kuponex aims to transform the way people handle unused and unwanted gift vouchers (gift coupons) or gift cards. Its goal is to prove that a peer-to-peer marketplace can be safe, transparent and beneficial for everyone.
