Europeans don't want to make online purchases at member states?

According to a recent report on e-commerce from the EC, about 30% of customers have bought at least one item online. In some certain countries, like UK, France, and Germany, this figure is even higher. An annual transactional value totaled €100 billion.

Nevertheless, only 7% of customers acquire their goods online from a vendor based in another member state, so the gap between domestic and overseas e-commerce is extending. And the main reasons of the big difference between the volume of the domestic and cross-border online transactions appeared to be such obstacles as language differences, higher delivery costs and difficulties in receiving after-sale services. Online merchants are also concerned about the risks related to non-compliance with different fiscal regulations and national laws relating to consumer transactions.

While some of these trading barriers are easier to overcome than others, changes to the legal and regulatory framework are now a priority if cross-border e-commerce is to reach its full potential.

Thus, the Office of Fair Trade (OFT) responded cautiously to a newly proposed EC Consumer Rights Directive whereby all EU countries would have the same level of consumer protection. However, it could cause the undesired affect, loosening existing stringent consumer protection in the UK. That’s why OFT expressed a preference for the standard to remain flexible letting member states to maintain even more strict rules.