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On the basic metrics alone, the score was 84.5 and the rank 1. The score is now 89.8 and rank 1 (no change). The difference comes from the buying motives: they measure what a buyer asks before deciding.
Varusteleka on suomalainen retkeily-, erä- ja armeijatavaran verkkokauppa, joka on poikkeuksellisen läpinäkyvä: operoiva yhtiö Y-tunnuksineen, 100 päivän palautusoikeus, ilmainen palautus ja varastosaldotieto kerrotaan avoimesti. Asiakaspalvelu toimii chatissa, sähköpostitse ja puhelimessa aukioloaikoineen. Tuotetakuun erillinen esittely jää palautusehtoja vaisummaksi.
Buying motives were checked on 17.10.2026 and basic metrics measured on 13.8.2026 from public sources. The same formula for everyone, read the full methodology.
| Return period for online orders | 20 p × 100.0 % | 20.0 |
| Return costs | 18 p × 100.0 % | 18.0 |
| Free delivery threshold | 12 p × 80.0 % | 9.6 |
| Basic metrics | 50 % × 84,5 | 42.2 |
| Metric | Measured value | Source | Points |
|---|---|---|---|
| Return period for online orders | 100 days | varusteleka.com checked 17.10.2026 | 20.0 / 20 |
| Return costs | Returns within Finland are free of charge | varusteleka.com checked 17.10.2026 | 18.0 / 18 |
| Free delivery threshold NOTEStore pickup from Helsinki is always free. | Free delivery to a pick-up point over 80 € | varusteleka.com checked 17.10.2026 | 9.6 / 12 |
If information is missing, the row gets 0 points and the reason is shown. Points rise when the company publishes the information.
| Digital quality | 30 % × 67,0 | 20.1 |
| Transparency | 30 % × 92,5 | 27.8 |
| Reachability | 20 % × 90,0 | 18.0 |
| AI quality score | 20 % × 90,7 | 18.1 |
| Commitment index | max +1.0 | +0,5 |
| Metric | Measured value | Source | Points |
|---|---|---|---|
| Performance (mobile) | 27/100 | Technical measurement | 10.8 / 40 |
| Accessibility | 99/100 | Technical measurement | 29.7 / 30 |
| Findability (SEO) | 100/100 | Technical measurement | 15.0 / 15 |
| Technical practices | 77/100 | Technical measurement | 11.6 / 15 |
| Metric | Measured value | Source | Points |
|---|---|---|---|
| Product price visible without logging in | Yes | Website + AI extraction | 25.0 / 25 |
| Delivery costs and free delivery threshold openly stated OBSERVATIONFront page banner: 'Free delivery to a pick-up point for orders over 80 euros' | Yes | Website + AI extraction | 20.0 / 20 |
| Right of return and return period stated OBSERVATIONFAQ: 'We have a generous 100-day right of return from the moment you have received your order'; 'Returns are free when you use a Posti or Matkahuolto return code' | Yes | Website + AI extraction | 15.0 / 15 |
| Product warranty and maintenance or repair service stated OBSERVATIONerillistä tuotetakuu- tai korjauspalvelulupausta ei nostettu esiin yhteys- tai UKK-sivuilla; palautusehdot sen sijaan kuvattu tarkasti | Partly | Website + AI extraction | 7.5 / 15 |
| Stock balance or pick-up option on the product page OBSERVATIONUKK: 'Mikäli tuotetta ei ole saldoilla ... voit tilata tuotesivulta saapumisilmoituksen' - varastosaldo näkyy tuotesivulla | Yes | Website + AI extraction | 10.0 / 10 |
| Operating company or owner/Business ID displayed OBSERVATIONYhteystiedot-sivu: 'Varusteleka Oy ... Y-tunnus: 2082907-8 | NCAGE: AB30G' | Yes | Website + AI extraction | 15.0 / 15 |
| Metric | Measured value | Source | Points |
|---|---|---|---|
| Phone number shown OBSERVATION'Puh. 010 320 3813' | Yes | Website + AI extraction | 30.0 / 30 |
| Email shown OBSERVATION'Email: info@varusteleka.com' | Yes | Website + AI extraction | 15.0 / 15 |
| Chat support OBSERVATION'Chat avoinna ... painamalla punaista Chat-ikonia ruudun oikeassa alakulmassa' | Yes | Website + AI extraction | 15.0 / 15 |
| Opening hours shown OBSERVATIONYhteystiedot: asiakaspalvelu 'Arkisin klo 10:00-17:30, Lauantaisin klo 10:00-16:00' ja myymälä 'Ma-Pe 10:00-20:00' | Yes | Website + AI extraction | 15.0 / 15 |
| FAQ section OBSERVATIONSeparate page 'Frequently asked questions' | Yes | Website + AI extraction | 15.0 / 15 |
| Mobile app | No | Website + AI extraction | 0.0 / 10 |
| Metric | Measured value | Source | Points |
|---|---|---|---|
| Clarity of information | 92/100 | AI analysis | 31.3 / 34 |
| Findability of pricing | 90/100 | AI analysis | 29.7 / 33 |
| Content coverage | 90/100 | AI analysis | 29.7 / 33 |
| Metric | Status | Bonus |
|---|---|---|
| Right of return and return period stated OBSERVATIONFAQ: 'We have a generous 100-day right of return from the moment you have received your order'; 'Returns are free when you use a Posti or Matkahuolto return code' | Shown | +0,5 |
Openly stated return, cancellation or termination terms ease the consumer's commitment and earn a small bonus (max +1.0). Their absence never reduces points. How the bonus is calculated →
Oletko Varusteleka-palvelun asiakas? Kerro kokemuksesi. Does not affect the Suomen Paras Score, the score is based on measurable data only.
The free pre-analysis shows every item where points are lost and how much fixing it raises the score and rank. The paid analysis shows what the items are and how to fix them.
With website and information fixes you gain at most +6.8 points: 89.8 → 96.6, and your lead over number two grows 9.5 → 16.3.
See the free pre-analysis The analysis does not change the score. Only improving the metrics does.The #1 badge is awarded only to the measured #1 in the Outdoor gear shops online category, and it works as a link to this public profile. The badge stays yours permanently: if the top spot ever changes, the badge automatically updates to show the period when you were #1. Rankings and badges cannot be bought.
