European Consumer Scoreboard 2017: increasing consumers’ trust in e-commerce

The European Commission regularly publishes a Consumer Conditions Scoreboard, which monitors the consumer environment across Europe through three dimensions: compliance and enforcement, complaints and dispute resolution and knowledge and trust. It examines the EU Digital Single Market from a consumer perspective as well.

Trust in e-commerce and knowledge about consumer rights significantly increasing

The latest Scoreboard indicates that EU consumers have significantly more trust in e-commerce, especially when buying in their own or other European countries. Compared to the previous year, trust levels increased with 21,1% for purchases from retailers located in another European Member State. Over the past decade (2007-2017), the share of consumers buying online nearly doubled, to 55% in 2017.

Consumers are more aware of their rights when buying online as well. There remains a big difference between the northern and western countries, who are more aware of their rights compared to their counterparts in the eastern and southern countries in Europe. The same can be seen among retailers’ awareness of consumer rights in the European Union.

The barriers of selling cross-border in the EU

Online merchants remain hesitant and reluctant to sell to consumers based in other European countries. Among the highest concerns are the risks of fraud, different tax regulations and differences in laws. The study shows that at this moment, only 4 out of 10 online retailers are considering to sell cross-border in the coming year(s).