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E-commerce in Europe : what stuck ?

The basics of e-commerce at the international French companies with customers in other european countries. But the european Union is still far from being an "e

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E-commerce in Europe : what stuck ?

The basics of e-commerce at the international French companies with customers in other european countries. But the european Union is still far from being an "e-single market". Review of the obstacles that remain to be overcome.

Well but could do better, even much better. In a report published in may 20161, the association of E-commerce Europe, which represents 25 000 e-merchants, paints a mixed picture of cross-border online trade on the continent. On one side, a real dynamic exists, with annual growth rates in double digits. On the other, "the total potential of the e-commerce market european still need to be reached", say the authors of the study.

half of The approximately 500 responding companies found it difficult or very difficult, to sell products online in other countries of Europe - France and Great Britain are considered to be the most hard to access. Three barriers, in particular, would prevent Europe from becoming a true "single market" of the shopping digital.

Too many different rules

the First barrier, cited by nearly two-thirds of the enterprises : the regulatory differences between member States. With 28 legal frameworks separate, apply to the customers of the other countries of the EU can apply for an adaptation time-consuming. Within these three areas : the protection of data and respect of privacy, consumer rights and contractual rules.

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The solution, according to E-Commerce Europe, passes through a maximum harmonisation of regulatory frameworks, which should also take into account "the technical developments recent in the collection and analysis of information, such as data marketing and the use of cookies.

75 VAT rates different !

the Second obstacle, which is identified by a company on two : the differences between the systems of taxes (VAT and customs). The EU has well over 75 distinct VAT rates, with a 10-point gap between the State at the lowest rate (Luxembourg, 17%) and the highest (Hungary, 27%). For traders, these fluctuations lead to uncertainties, failure to display the price

VAT in each country, as well as administrative costs and accounting additional.

again, an alignment is recommended... as possible, as this is a sensitive subject. The european Commission has proposed improvements on this point in the context of its strategy for the digital single Market (Digital Single Market).

when Is a european logistics ?

Finally, the last topic that stuck: logistics and distribution, that would not be quite adjusted to the realities of e-commerce and the requirements of today's customers. The main issues raised: the cost, the difficulties for the returns of small volumes, the time periods are too long out express services, the lack of transparency and information... The authors of the study call for the establishment of"a system of delivery to the european level".

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beyond these three barriers, the report lists other: the online payment cross-border (which has been improving significantly, according to e-retailers), the need to adapt the language and the client service, depending on the country... But he also defends the geo-blocking, the right of a company to apply different prices according to the States, or do not all deliver... The "e-single market" is not yet for tomorrow !

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