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Pricing without hidden fees: why it converts

A transparent price list and a predictable checkout matter most to first-time buyers.

Illustration of a price summary and an invoice total
Luuna team7 min read

Trust drops when VAT appears only at checkout, or shipping only on the last step. Estonian shoppers expect to see the total as early as possible.

A practical order

  • The price on the page should be what the customer pays, or it should be clearly marked “ex VAT”.
  • Put free-shipping terms in a short line under the product, not only in a terms PDF.
  • For promotions, put the end date and why it applies on one line.

In short

Transparency is not a cold numbers exercise. It is a design decision. Clear pricing is part of the brand, like the logo and the colours.

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