Boosting e-commerce in the EU: drivers and barriers

E-commerce sales have been the main growth engine of the retail sector over recent years. However, according to the European Commission 75% of the Europeans use the Internet on a regular basis, while only 15% shop online from another country and only 7% of SMEs sell cross-border.

Achieving a flourishing e-commerce sector is one of the key steps in completing the Digital Single Market in the EU. Over the last year, the Commission has published proposals for the e-commerce package to boost the sector in the EU. These proposals are currently under discussion in the European Parliament and between member states.

In order to realise the full potential of e-commerce in the EU, the drivers and barriers need to be understood. EURACTIV organised a stakeholder workshop to discuss this issue. Questions included:

  • What are the latest consumer trends? How can the industry and institutions respond to these trends to boost e-commerce?
  • What are the opportunities and barriers for business in selling cross-border?
  • What policy/legislative measures can help build consumer confidence in the security of e-commerce?
  • How can innovation and new technological solutions drive the growth of e-commerce?
  • How will the proposals on geo-blocking and contracts for the supply of digital content affect cross-border e-commerce?
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