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Cross-border e-commerce Barometer 2016
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Cross-border e-commerce Barometer 2016
1.
2.
www.ecommerce(europe.eu++ 3+ Introduc)on* + Digital+changes+the+way+consumers+shop+and+the+way+consumers+wish+to+receive+ their+ purchases.+
Nearly+ all+ growth+ in+ retail+ comes+ from+ e(commerce.+ The+ e( commerce+ sector+ is+ booming.+ However,+ the+ full+ poten?al+ of+ the+ European+ e( commerce+market+has+not+yet+been+reached.+Today+65%+of+European+internet+ users+shop+online,+but+only+16%+of+SMEs+sell+online+(+and+less+than+half+of+those+ sell+ online+ across+ borders+ (7.5%).+ As+ the+ voice+ of+ the+ e(commerce+ industry,+ Ecommerce+Europe+provides+EU+policy+makers+and+companies+with+ļ¬rst(hand+ informa?on+and+workable+solu?ons+for+the+obstacles+online+businesses+s?ll+face+ when+trying+to+sell+goods+and/or+services+in+other+EU+Member+States.++ + To+this+purpose,+Ecommerce+Europe+launched+the+āCross(border+E(commerce+ Barometerā+ amongst+ its+ European(wide+ membership+ base+ in+ Q1+ 2016.+ The+ barometer+is+a+measurement+of+the+barriers+online+merchants+s?ll+face+when+ trying+ to+ expand+ their+ business+ cross(border.+ The+ Cross(border+ E(commerce+ Barometer+ 2016+ has+ taken+ the+ ļ¬ndings+ of+ the+ survey+ Ecommerce+ Europe+ conducted+in+2015+and+goes+even+more+into+detail+by+performing+an+in(depth+ research+on+the+main+barriers+to+cross(border+e(commerce+discovered+last+year:+ Legal+fragmenta?on,+taxa?on+(VAT)+and+logis?cs/distribu?on.+We+will+conduct+ the+ barometer+ study+ each+ year+ to+ measure+ progress+ in+ removing+ barriers+ to+ cross(border+e(commerce.+In+this+way+we+can+provide+the+EU+policy+makers+with+ detailed+facts+&+ļ¬gures+about+issues+which+(+according+to+online+merchants+(+s?ll+ require+immediate+solu?ons.+Addi?onally,+we+dedicated+a+part+of+the+survey+on+ ques?ons+to+analyze+merchantsā+a`tudes+towards+the+increasing+globaliza?on+ of+e(commerce.+ + + Ecommerce+Europe+wants+to+work+together+with+all+European+stakeholders+to+ rapidly+ remove+ the+ remaining+ barriers+ in+ cross(border+ e(commerce.+ We+ recommend+policy+makers+to+support+market+ini?a?ves,+to+abolish+superļ¬uous+ regula?on+ and+ to+ only+ consider+ new+ regulatory+ structures+ if+ absolutely+ necessary.+ Any+ new+ legisla?ve+ ini?a?ve+ should+ always+ be+ evidence(based,+ especially+ in+ the+ context+ of+ the+ ongoing+ discussions+ on+ the+ role+ of+ online+ plaborms+and+geo(blocking.+Fundamental+business+freedoms+(+especially+the+ freedom+ to+ provide+ goods+ and+ services+ throughout+ the+ European+ Union+ (+ should+also+apply+in+the+digital+world.+We+have+to+make+sure+that+we+do+not+ make+things+more+complex+for+the+online+sector+and+we+are+convinced+that+this+ report+will+be+a+useful+tool+in+iden?fying+exact+problems+as+well+as+measuring+ progress+in+the+e(commerce+market+following+from+policy+ini?a?ves+taken+at+ EU+level.+ + To+read+more+about+our+recommenda?ons+for+market+and+policy+ac?on+for+all+ stakeholders+in+the+e(commerce+industry,+I+kindly+refer+you+to+the+Ecommerce+ Europe+ Priority+ Paper+ (2016)+ and+ our+ other+ posi?ons.+ If+ you+ would+ like+ to+ receive+ addi?onal+ informa?on,+ purchase+ reports+ or+ if+ you+ want+ to+ become+ involved,+please+visit+us+at+www.ecommerce(europe.eu+or+send+us+an+e(mail+at+ info@ecommerce(europe.eu.+ + + +Marlene+ten+Ham+ Secretary+General+of+Ecommerce+Europe+
3.
www.ecommerce(europe.eu++ 4+ About*Ecommerce*Europe* + Ecommerce+Europe+is+the+associa?on+represen?ng+25,000++companies+selling+ goods+ and/or+
services+ online+ to+ consumers+ in+ Europe.+ Founded+ by+ leading+ na?onal+ e(commerce+ associa?ons,+ Ecommerce+ Europe+ is+ the+ voice+ of+ the+ e( commerce+ sector+ in+ Europe.+ Its+ mission+ is+ to+ s?mulate+ cross(border+ e( commerce+through+lobbying+for+beier+or+desired+policy,+by+oļ¬ering+a+European+ plaborm+ for+ European+ e(commerce+ sector+ and+ other+ stakeholders,+ and+ by+ providing+ in(depth+ research+ data+ about+ European+ markets.+ Moreover,+ Ecommerce+ Europe+ provides+ more+ than+ 10,000+ cer?ļ¬ed+ online+ companies+ across+ Europe+ with+ a+ European+ Trustmark+ label,+ with+ the+ aim+ of+ increasing+ consumersā+trust+in+cross(border+purchases.+ + Contact* Ecommerce+Europe+AISBL+ Rue+de+TrĆØves+59(61++ B(1040+Brussels,+Belgium+ Website:+www.ecommerce(europe.eu++ Twiier:+@Ecommerce_EU+ + Press*contact*Ecommerce*Europe* Marlene+ten+Ham+ Secretary+General+ Tel.:++32+2+502+31+34+ Email:+marlenetenham@ecommerce(europe.eu++ + + + + + + + + ++ + + Na)onal*associa)ons*that*are*members*of*Ecommerce*Europe* Belgium+ Becommerce+ www.becommerce.be++ Czech+Republic++ APEK+ www.apek.cz++ Denmark+ FDIH+ www.fdih.dk++ Finland+ Finnish+Commerce+Federa?on+ www.kauppa.ļ¬++ Finland+ Internet+Industry+Finland+ www.verkkoteollisuus.ļ¬++ France+ FEVAD+ www.fevad.com++ Germany++ HƤndlerbund+e.V.+ www.haendlerbund.de++ Greece+ GRECA+ www.greekecommerce.gr++ Ireland+ Retail+Excellence+Ireland+ www.retailexcellence.ie++ Hungary+ SzEK.org+ www.szek.org++ Italy+ Consorzio+Netcomm+ www.consorzionetcomm.it++ Luxembourg+ eCOM.lu+ www.ecom.lu++ The+Netherlands+ Thuiswinkel.org+++++++++++++ www.thuiswinkel.org++ Norway+ Virke+e(Handel+++++++++++ www.virkeehandel.no+++++++++++++ Poland+ e(Commerce+Polska+ www.ecommercepolska.pl++ Portugal+ ACEPI+ www.acepi.pt++ Spain+ Adigital+ www.adigital.org++ Switzerland+ NetComm+Suisse+ www.netcommsuisse.ch+++++++++++++
4.
www.ecommerce(europe.eu++ 5+ 1.*Respondentsā*company*proļ¬les* + In+total,+Ecommerce+Europe+received+585+responses+from+online+merchants+with+ a+presence+in+many+diļ¬erent+European+countries.+E(commerce+business+models+ come+ in+
diļ¬erent+ shapes+ and+ forms,+ and+ this+ is+ visible+ in+ the+ respondent+ categories.+ Speciļ¬cally,+ companies+ that+ ļ¬lled+ in+ our+ survey+ are+ divided+ as+ it+ follows:+ + 1.āÆ 57%+ (334)+ of+ the+ companies+ are+ pure+ players:+ Companies+ for+ distance+ selling+ which+ link+ more+ than+ 80%+ of+ their+ ac?vi?es+ to+ online+ commerce.+ Small+and+medium+sized+companies+(SMEs)+are+dominant+in+this+category;+ 2.āÆ 20%+(119)+are+retailers:+Companies+which+developed+one+or+more+online+ shopping+websites+but+whose+main+sales+channel+remains+in(store;++ 3.āÆ 18%+(104)+consists+of+mul?(channel/omni(channel:+Companies+which+use+a+ variety+of+channels+in+a+customer's+shopping+experience,+i.e.+both+online+ and+oļ¬ine;+ 4.āÆ 5%+ (28)+ consist+ of+ other+ B2C+ companies+ not+ belonging+ to+ the+ previous+ categories.+ + The+ diversity+ of+ the+ e(commerce+ market+ is+ also+ visible+ in+ the+ wide+ variety+ of+ main+ac?vity+(products+and/or+services+sold)+as+well+as+the+sizes+and+shipping+ volumes+ of+ the+ par?cipa?ng+ companies.+ The+ e(commerce+ sector+ is+ heterogeneous+and+constantly+in+development,+and+it+is+clear+a+one(size(ļ¬ts(all+ model+ does+ not+ suļ¬ce+ when+ determining+ policy+ or+ market+ solu?ons+ for+ removing+ barriers+ when+ going+ cross(border.+ Any+ new+ ini?a?ves+ should+ be+ evidence(based+ and+ should+ take+ the+ diļ¬erences+ between+ the+ problems+ and+ companies+addressed+into+account.+ + + + + + + + + ++ + + 334,*57%*119,*20%* 104,*18%* 28,*5%* Type*of*company* Pure*player* Retailer* Mul)Lchannel/OmniLchannel* Other*B2C*
5.
www.ecommerce(europe.eu++ 6+ 149* 131* 71* 70*
67* 60* 49* 42* 39* 25* 24* 22* 21* 21* 16* 14* 11* 9* 5* 2* Main*ac)vity*of*the*company*
6.
www.ecommerce(europe.eu++ 7+ +between+1+ and+10+FTE+ +between+11+ and+25+FTE+ +between+25+ and+100+FTE+ +between+100+ and+250+FTE+ +between+250+ and+1000+FTE+ +more+than+ 1000+FTE+ +Pure+player+ 241+
39+ 26+ 11+ 8+ 9+ +Retailer+ 87+ 7+ 4+ 5+ 5+ 11+ +Mul?(channel+/+Omni(channel+ 53+ 12+ 22+ 4+ 9+ 4+ +Other+ 14+ 7+ 4+ 0+ 2+ 1+ Size*of*the*companies*in*Full*Time*Equivalent* (by*type*of*company)*
7.
www.ecommerce(europe.eu++ 8+ 64%* 20%* 9%* 7%* Less+than+10.000+parcels+ Between+10.000+and+100.000+parcels+
More+than+100.000+parcels+ Companies+not+selling+tangible+goods+ Amount*of*parcels*shipped*annually* *509+responses+
8.
www.ecommerce(europe.eu++ 9+ 67%* 80%* 40%* 53%* 18%* 15%* 35%* 4%* 9%* 3%* 17%* 7%*6%* 2%* 8%* 36%* Parcels*shipped*annually*by*type*of*company* *509+answers+ Less+than+10.000+parcels+
Between+10.000+and+100.000+parcels+ More+than+100.000+parcels+ I+do+not+sell+tangible+goods+ Shipping+ 10,000+ parcels+ a+ year+ averages+ to+ shipping+ a+ bit+ less+ than+ 27+ parcels+ a+ day.+ Each+ parcel+ can+ contain+ diļ¬erent+ items+ but+ ul?mately+ has+ its+ own+ des?na?on,+ so+ for+ each+ parcel+ the+ merchant+has+to+consider+the+packaging,+labeling,+ and+transporta?on+method/route.+ + Understandably,+ logis)cs* and* distribu)on* are* therefore*a*major*part*of*the*business*model*for* each*merchant*selling*tangible*goods.* + It+is+notable+that+whereas+pure+players+tend+to+be+ smaller+ companies+ in+ terms+ of+ FTE+ (see+ before),+ retailers* generally* ship* smaller* amounts* of* parcels.* This+ can+ be+ explained+ by+ the+ fact+ that+ retailersā+ main+ channel+ of+ sales+ is+ s?ll+ in(store,+ where+ the+ consumer+ takes+ the+ goods+ with+ them+ immediately+ axer+ the+ transac?on.+ Mul?(channel/ omni(channel+ companies+ responded+ the+ most+ in+ the+ biggest+ category+ of+ shipments,+ which+ correlates+with+the+general+size+of+companies+with+ this+type+of+business+model.++ + + +
9.
www.ecommerce(europe.eu++ 10+ 1.1.*Number*of*companies*selling*crossLborder* + The+ results+
show+ that+ 61%* of* the* total* respondents* are* already* selling* goods* and/or* services* crossLborder.+ Mul?(channel/omni(channel+ companies+ tend+ to+ sell+ more+ cross( border+than+other+type+of+companies+with+a+68%,+followed+by+64%+which+are+pure+players+ and+50%+which+are+retailers.+++ + 14%*of*the*total*respondents*are*in*the*planning*stage*of+selling+cross(border,+while+25%* of* companies* do* not* sell* abroad* at* all.+ Comparing+ this+ data+ to+ the+ dimensions+ of+ the+ companies+(in+FTE),+the+majority+of+those+companies+selling+cross(border+consist+of+bigger+ ones.+ + + + 61%* 14%* 25%* Yes+ In+the+planning+ stage+ No+ Companies*selling*crossLborder** 57%+ 68%+ 50%+ 64%+ 11%+ 7%+ 15%+ 15%+ 32%+ 25%+ 35%+ 21%+ Other+ Mul?(channel/+Omni(channel+ Retailer+ Pure+player+ Companies*selling*crossLborder*by*type*of* company* No+ In+the+planning+stage+ Yes+ 59%+ 54%+ 71%+ 70%+ 75%+ 72%+ 13%+ 28%+ 9%+ 0%+ 8%+ 16%+ 28%+ 18%+ 20%+ 30%+ 17%+ 12%+ +between+1+ and+10+FTE+ +between+11+ and+25+FTE+ +between+25+ and+100+FTE+ +between+100+ and+250+FTE+ +between+250+ and+1000+FTE+ +more+than+ 1000+FTE+ Companies*selling*(or*not)*crossLborder** by*Full*Time*Equivalent* Yes+ In+the+planning+stage+ No+
10.
www.ecommerce(europe.eu++ 11+ 1.2.*Preferred*strategies*to*expand*business*crossLborder* + The+results+clearly+show+that+the*preferred*strategy*of*companies*to*develop*at* the*interna)onal*level*consists*of*selling*to*consumers*abroad*directly*from*the* companyās*country*of*origin.++ + The+strategies+of+selling+through+a+branch+locally+implanted+abroad+or+through+a+ presence+ on+
the+ marketplaces+ established+ abroad+ are+ signiļ¬cantly+ less+ popular+ amongst+the+respondents.++ + The+same+trend+can+be+found+if+we+analyze+the+strategy+to+develop+abroad+on+the+ basis+of+the+type+of+company:+The+majority+of+pure+players,+retailers+and+mul?/ omni(channel+ companies+ clearly+ sell+ cross(border+ directly+ from+ their+ country+ of+ origin,+as+indicated+in+the+graph+aside.+ + The+ fact+ that+ online+ merchants+ feel+ more+ comfortable+ to+ develop+ at+ an+ interna?onal+ level+ directly+ from+ their+ country+ of+ origin+ underlines+ the+ need+ to+ complete+the+Digital+Single+Market+for+e(commerce+as+soon+as+possible.+Even+with+ the+ rise+ of+ global+ marketplaces,+ cross(border+ sales+ directly+ from+ the+ country+ of+ origin+ of+ the+ merchant+ remain+ a+ signiļ¬cant+ por?on+ of+ companiesā+ interna?onaliza?on+strategies.+ + Note:+ some+ companies+ have+ selected+ more+ than+ one+ strategy+ for+ selling+ cross( border.+This+explains+why+the+total+%+of+responses+to+this+ques?on+is+higher+than+ 100%.++ + + 346+ 71+ 54+ 17+ Directly+from+your+ country+of+origin+ Through+a+ presence+on+the+ marketplaces+ established+abroad+ Through+a+branch+ locally+established+ abroad+ Other+ Strategy*to*develop*at*an*interna)onal*level* *420+responses+ 84%+ 78%+ 79%+ 95%+ 11%+ 21%+ 14%+ 5%+ 6%+ 12%+ 24%+ 11%+ 4%+ 5%+ 3%+ 11%+ +Pure+player+ +Retailer+ +Mul?(channel+/+ Omni(channel+ Other+ Strategy*to*develop*at*an*interna)onal*level*by* type*of*company* *420+responses+ Directly+from+your+country+of+origin+ Through+a+presence+on+the+market+places+established+abroad+ Through+a+branch+locally+established+abroad+ Other+
11.
www.ecommerce(europe.eu++ 12+ 1.3.*Amount*of*turnover*realized*abroad* + The+graph+aside+shows+the+percentage+of+total+turnover+made+cross(border+by+the+ respondents.+ 28%*
of* companies* selling* abroad* realize* less* than* 5%* of* their* turnover*abroad.+Only+11%+of+the+companies+that+answered+this+ques?on+realize+ more+than+50%+of+their+annual+turnover+cross(border.+ + The+graph+below+shows+the+same+data+by+type+of+company+and+it+is+interes?ng+to+ note+that+almost*half*of*the*retailers*(46%)*that*answered*to*this*ques)on*realize* less*than*5%*of*their*total*turnover*abroad.* + 28%* 26%* 19%* 16%* 11%* Less+than+5%+ 5+to+10%+ 10+to+20%+ 20+to+50%+ More+than+ 50%+ Percentage*of*total*turnover*made*abroad* *358+answers+ 25%* 46%* 24%* 28%* 19%* 24%* 18%* 10%* 27%* 17%* 17%* 14%*12%* 8%* 11%* +Pure+player+ +Retailer+ +Mul?(channel+/+Omni(channel+ Percentage*of*total*turnover*made*abroad*by*type*of*company* *358+answers+ +less+than+5+%+ +5+to+10+%+ +10+to+20%+ +20+to+50%+ +more+than+50%+
12.
www.ecommerce(europe.eu++ 13+ 1.4.*Reasons*for*not*selling*crossLborder** + Companies*not*selling*crossLborder*indicated*as*main*reasons*for*not*doing*so* because* of*
overly* restric)ng* regula)ons* in* other* Member* States* (see+ graph+ aside).+A+concrete+example+of+regulatory+barriers+can+be+found+in+the+broad+variety+ of+ privacy+ rules,+ resul?ng+ in+ high+ addi?onal+ costs,+ overlapping+ requirements,+ conļ¬ic?ng+ implementa?ons+ at+ na?onal+ level+ and+ diļ¬cult+ enforcement+ of+ laws+ across+European+Member+States.++ + For+example,+merchants+who+want+to+sell+cross(border+are+forced+to+invest+heavily+ in+legal+and+IT+system+to+adhere+to+privacy+laws+in+diļ¬erent+European+countries+and+ this+can+be+very+costly.+Diļ¬ering+consumer+and+contractual+legisla?on+is+another+ example+of+a+signiļ¬cant+trade+barrier,+as+especially+SMEs+risk+overwhelming+the+ consumer+with+many+diļ¬erent+informa?on+requirements+and+are+prevented+from+ providing+a+user(friendly,+clean+and+simple+shopping+experience.+Companies+which+ want+to+sell+cross(border+also+men?oned+having+speciļ¬c+issues+related+to+product+ safety+rules+and+labeling+(see+Chapter+2.1+for+more+details).++ + It+is+interes?ng+to+note+that+mul)/omniLchannel*shops*not*selling*crossLborder*do* so*mainly*because*it*is*not*a*strategic*priority*for*the*company*(see+next+graph).+ + Note:+some+companies+have+selected+more+than+one+reason+for+not+selling+cross( border.+This+explains+why+the+total+amount+of+responses+to+this+ques?on+is+higher+ than+ 148,+ which+ is+ the+ total+ number+ of+ respondents+ to+ this+ ques?on+ (the+ same+ applies+for+the+following+graph).+ * + 69* 42* 29* 21* 21* 7* Because+of+ overly+ restric?ve+ regula?ons+ Other+ It+is+not+a+ strategic+ priority+for+ the+company+ Due+to+lack+of+ resources++ Already+ aiempted,+ but+ abandoned+ Foreign+ markets+are+ too+ compe??ve+ on+our+range+ of+products+ Reasons*for*not*selling*crossLborder* *148+responses+
13.
www.ecommerce(europe.eu++ 14+ 51%* 48%* 38%* 8%* 19%* 42%* 37%* 19%* 19%* 13%* 23%* 8%* 17%* 19%* 4%* 6%* 2%* 8%* +Pure+player+
+Retailer+ +Mul?(channel+/+Omni(channel+ Reasons*for*not*selling*crossLborder*by*type*of*company* *148+responses+ +Because+of+overly+restric?ve+regula?ons+ +It+is+not+a+strategic+priority+for+the+company+ +Other+ +Already+aiempted,+but+abandoned+ +Due+to+lack+of+resources+ +Foreign+markets+are+too+compe??ve+on+our+range+of+products+
14.
www.ecommerce(europe.eu++ 15+ 1.5.*Ease*of*doing*crossLborder*eLcommerce*in*Europe* + Companies+were+asked+to+es?mate+the+level+of+diļ¬cul?es+in+doing+cross(border+ business+in+Europe.+For*32%*of*companies*that*answered*to*this*ques)on*it*is* diļ¬cult*to*sell*abroad,*and*for*17%*it*is*very*diļ¬cult.*Only+13%+declared+that+it+is+ easy,+while+very*few*(6%)*indicated*that*it*is*very*easy.**** * The+ same+
trend+ appears+ when+ associa?ng+ the+ ease+ of+ doing+ cross(border+ sales+ with+the+type+of+company,+even+though+for+mul?/omni(channel+shops+it+seems+a+ bit+easier+to+sell+abroad.+This+can+be+explained+by+the+generally+larger+size+of+mul?/ omni(channel+ companies+ (+ this+ type+ of+ company+ tends+ to+ have+ more+ resources+ (such+as+a+team+of+tax+experts,+its+own+distribu?on+systems,+etc.)+to+overcome+the+ most+diļ¬cult+barriers.+The+rela?on+between+size+of+the+company+and+the+ease+of+ doing+business+cross(border+is+indicated+on+the+following+page.+ 6%* 13%* 32%* 32%* 17%* Very+easy+ Easy+ Neutral+ Diļ¬cult+ Very+diļ¬cult+ Ease*of*doing*crossLborder*business*in*Europe** *510+responses+ * 4%* 3%* 11%* 14%*13%* 15%* 10%* 11%* 29%* 33%* 41%* 32%* 37%* 28%* 27%* 18%*17%* 21%* 11%* 25%* +Pure+player+ +Retailer+ +Mul?(channel+/+Omni(channel+ Other+ Ease*of*doing*crossLborder*business*in*Europe*by*type*of*company* *510+responses+ Very+easy+ Easy+ Neutral+ Diļ¬cult+ Very+diļ¬cult+
15.
www.ecommerce(europe.eu++ 16+ 7%* 2%* 4%* 0%* 6%* 0%* 12%* 13%* 10%* 27%* 19%* 0%* 28%* 40%* 46%* 53%* 44%* 57%* 32%*
31%* 36%* 20%* 25%* 43%* 21%* 14%* 4%* 0%* 6%* 0%* Between+1+and+10+FTE+ Between+11+and+25+FTE+ Between+25+and+100+FTE+ Between+100+and+250+ FTE+ Between+250+and+1000+ FTE+ More+than+1000+FTE+ Ease*of*doing*crossLborder*business*in*Europe*by*size*of*the*company*in*FTE* *510+responses+ Very+easy+ Easy+ Neutral+ Diļ¬cult+ Very+diļ¬cult+
16.
www.ecommerce(europe.eu++ 17+ 1.6.*Countries*targeted*for*crossLborder*eLcommerce** + Most*of*the*companies*selling*crossLborder*in*Europe*direct*their*sales*to*less* than*5*countries*(115+web+shops)+or*between*5*and*10*countries*(110+web+shops).+ This+ can+
be+ explained+ by+ the+ fact+ that+ most+ of+ the+ companies+ expand+ sales+ to+ neighboring+countries+because+of+their+familiarity+with+the+market.+71+companies+ direct+their+sales+to+more+than+20+countries.+Combining+this+data+with+the+type+of+ company,+the+same+trend+appears,+even+though+it+is+interes?ng+to+note+that+mul?/ omni(channel+ shops+ are+ those+ which+ sell+ the+ most+ to+ more+ than+ 20+ diļ¬erent+ countries+(again+to+be+explained+by+their+rela?ve+size).++ + 115* 110* 62* 71* Less+than+5+ Between+5+and+10+ Between+10+and+20+ More+than+20+ Number*of*countries*to*which*sales*are*directed** *358+responses+ 37%* 19%* 28%* 31%* 28%* 34%* 37%* 31%* 19%* 25%* 7%* 13%*16%* 22%* 28%* 25%* +Pure+player+ +Retailer+ +Mul?(channel+/+ Omni(channel+ Other+ Number*of*countries*to*which*sales*are*directed*by* type*of*company* *358+responses+ Less+than+5+ Between+5+and+10+ Between+10+and+20+ More+than+20+ 108* 106* 67* 52* 50* 46* 29* 21* 20* 20* Top*10*countries*where*companies*encounter*the* most*diļ¬cul)es** *358+responses+
17.
www.ecommerce(europe.eu++ 18+ By+combining+the+results+on+the+countries+where+online+merchants+face+the+most+ diļ¬cul?es+with+the+type+of+companies,+France*and*the*United*Kingdom*are*the* most* diļ¬cult*
Member* States* to* deal* with* when* pure* players* or* mul)/omniL channel*companies*sell*to*these*countries.+Several+reasons+can+account+for+this+ observa?on,+ such+ as+ the+ maturity+ of+ the+ UK+ market+ (see+ our+ European+ B2C+ Research+ Reports+ available+ on+ our+ website,+ āResearchā+ sec?on)+ and+ perceived+ language+barriers+in+France.++ + Note:+companies+could+select+more+than+one+country.+This+explains+the+diļ¬erence+ with+the+total+amount+of+responses+to+this+ques?on.+ + 23* 20* 19* 14* 10* +France+ +United+ Kingdom+ +Italy+ +Austria+ +Germany+ Top*5*countries*where*mul)/omniLchannel* encounter*the*most*diļ¬cul)es* *78+responses** 64* 64* 35* 29* 28* France+ United+ Kingdom+ Austria+ Spain+ Germany+ Top*5*countries*where*pure*players*encounter* the*most*diļ¬cul)es* *216+responses** 16* 16* 15* 10* 6* Austria+ France+ United+ Kingdom+ Spain+ Germany/Italy+ Top*5*countries*where*retailers*encounter*the* most*diļ¬cul)es** *65+responses+
18.
www.ecommerce(europe.eu++ 19+ 2.*Companies*selling*crossLborder* + This+ chapter+
analyses+ the+ results+ received+ from+ those+ companies+ which+ are+ already+selling+their+goods+and/or+services+abroad+or+which+are+in+the+planning+ stage+of+doing+so.+The+ļ¬rst+part+will+analyze+the+TOP(3+barriers+that+online+shops+ face+daily+when+doing+business+abroad.++ + 2.1.*TOPL3*barriers*to*crossLborder*eLcommerce* + According+ to+ the+ results,+ diļ¬ering* legal* frameworks,+ complicated* and* expensive* taxa)on* systems* (VAT)* and* logis)cs/distribu)on* issues* s)ll* represent*the*topL3*barriers*that*online*companies*face*daily*when*they*sell* crossLborder*in*Europe,+in+line+with+the+ļ¬ndings+Ecommerce+Europe+gathered+in+ 2015.++ + A)*EU*legal*frameworks* Diļ¬ering+legal+frameworks+across+the+EU+is+s?ll+one+of+the+most+diļ¬cult+barriers+ to+overcome,+speciļ¬cally+for+59%+of+the+companies+that+sell+cross(border+or+are+ planning+to+do+so.+The+situa?on+seems+to+have+deteriorated+compared+to+last+ yearās+survey+report+of+Ecommerce+Europe+(46%).+Dealing+with+28+diļ¬erent+sets+ of+rules+for+data+protec?on,+privacy,+consumer+and+contract+law+does+turn+out+ to+be+burdensome+for+online+merchants.+Both+businesses+and+consumers+need+ a+single+rule+to+achieve+a+Single+European+Market.+++ + The+level+of+diļ¬culty+for+dealing+with+diļ¬erent+legal+frameworks+when+doing+ cross(border+sales+does+not+seem+to+vary+in+a+very+relevant+way+according+to+the+ type+of+company+concerned.+ + + + + + + + + + ++ + + 9%* 32%* 59%* Not*diļ¬cult* Neutral* Diļ¬cult* EU*Legal*framework* *437+responses* 10%* 9%* 6%* 0%* 30%* 35%* 36%* 32%* 60%* 56%* 58%* 68%* +Pure+player+ +Retailer+ +Mul?(channel+/+ Omni(channel+ Other+ Level*of*diļ¬culty*of*legal*frameworks*by*type*of*company* *437+responses* Not+diļ¬cult+ Neutral+ Diļ¬cult+
19.
www.ecommerce(europe.eu++ 20+ In+rela?on+to+the+EU+legal+framework,+the+survey+also+assessed+which+speciļ¬c+ areas+ are+
considered+ as+ most+ problema?c+ by+ online+ merchants+ when+ selling+ cross(border+in+Europe.+In+par?cular,+data*protec)on/privacy*laws,*consumer* rights* and* contract* law/rules* represent* the* three* most* problema)c* legal* barriers.** + Ecommerce*Europeās*recommenda)ons*on*overcoming*legal*barriers:* * 1.# Harmonize# privacy# and# data# protec3on# legisla3on# while# recognizing# the# poten3al#of#innova3on# Ecommerce+ Europe+ fully+ supports+ the+ harmoniza?on+ of+ European+ data+ protec?on+ legisla?on.+ However,+ any+ new+ or+ updated+ legisla?on+ should+ be+ implemented+ without+ causing+ unreasonable+ costs+ and/or+ administra?ve+ burdens+for+online+merchants,+and+especially+for+SMEs.+To+keep+the+European+e( commerce+ sector+ compe??ve,+ legisla?on+ should+ recognize+ the+ economic+ poten?al+ of+ recent+ technical+ developments+ in+ informa?on+ collec?on+ and+ analysis+(+such+as+proļ¬ling,+data+driven+marke?ng+and+the+use+of+cookies+(+which+ s?mulate+ business+ innova?on+ and+ provide+ opportuni?es+ for+ merchants+ to+ op?mize+personaliza?on+and+further+tailor+their+businesses+to+new+consumer+ demands.++ + 2.#Harmonize#consumer#and#contractual#policies#while#avoiding#diļ¬cult#rules# Ecommerce+Europe+strongly+believes+in+full+harmoniza?on+of+legal+frameworks+ for+ cross(border+ sales+ in+ Europe+ and+ does+ not+ see+ any+ need+ for+ diļ¬erent+ provisions+ for+ online+ and+ oļ¬ine+ shops+ as+ this+ would+ only+ lead+ to+ more+ confusion.+A+real+Single+Market+needs+uniform+regula?on+for+all+distance+cross( border+sales,+be+it+online+or+oļ¬ine,+including+the+sale+of+tangible+goods,+services+ and+digital+content.++ + + + + + + + + ++ + + 210* 199* 149* 111* 107* 92* Data+protec?on+ and+privacy+ laws/rules+ Consumer+rights+ Contract+rules+ Product+labeling+ Product+safety+ rules+ Other+ Legal*barriers*in*Europe* *378+responses+ * Ecommerce+ Europe+ strongly+ believes+ that+ remaining+ gaps+ in+ the+ European+ consumer+protec?on+legisla?on+for+cross(border+e(commerce+should+be+solved+ by+ full+ harmoniza?on+ through+ mandatory+ instruments.+ Therefore,+ although+ having+ some+ strong+ concerns+ about+ certain+ provisions,+ Ecommerce+ Europe+ welcomes+the+proposals+of+the+European+Commission+for+a+Direc?ve+on+certain+ aspects+concerning+contracts+for+the+distance+sales+of+tangible+goods+and+for+a+ Direc?ve+ on+ certain+ aspects+ concerning+ contracts+ for+ the+ supply+ of+ digital+ content,+bringing+an+almost+uniform+legal+regime+for+the+sales+of+tangible+goods+ all+over+Europe+and+a+uniform+regime+for+the+supply+of+digital+content.++ + Consumer+and+contract+rules+should+also+be+simpliļ¬ed+so+that+they+can+easily+be+ understood+by+both+consumers+and+SMEs.+Consumers+and+merchants+are+oxen+ not+fully+aware+of+the+legal+aspects+of+their+contractual+rela?onship,+because+ the+applicable+legal+framework+on+consumer+rights+is+too+complex+and+tends+to+ be+only+fully+understood+by+legal+specialists.++ + For+more+details,+please+download+the+latest+version+of+our+Priority+Paper+from+ our+website+www.ecommerce(europe.eu.+++ + +
20.
www.ecommerce(europe.eu++ 21+ 24%* 24%* 17%* 13%* 14%* 8%* 25%* 22%* 15%* 13%* 10%* 15%* 23%* 21%* 17%* 11%* 13%* 14%* +Data+protec?on+and+ privacy+laws+/+rules+ +Consumer+rights+
+Contract+rules+ +Product+safety+rules+ +Product+labeling+ +Other+(Please+specify)+ Legal*barriers*in*Europe*by*type*of*company* *378+answers+ +Pure+player+ +Retailer+ +Mul?(channel+/+Omni(channel+
21.
www.ecommerce(europe.eu++ 22+ B)*Taxa)on*system,*VAT*and/or*customs* * Diļ¬erent*taxa)on*systems,*VAT*rates*and/or*customs*s)ll*represent*a*diļ¬cult* barrier* to*
overcome* when* going* crossLborder* for* 48%* of* companies* selling* abroad,+therefore+a+similar+percentage+rate+compared+to+Ecommerce+Europeās+ ļ¬gures+for+2015+(43%).++ + The+ level+ of+ diļ¬culty+ related+ to+ taxa?on/VAT+ when+ doing+ cross(border+ sales+ does+not+seem+to+vary+in+a+very+relevant+way+according+to+the+type+of+company+ concerned,+even+though+for+retailers+taxa?on/VAT+seem+to+be+less+of+a+problem+ compared+to+pure+players.++ + In+rela?on+especially+with+VAT,+the+survey+also+assessed+which+speciļ¬c+areas+are+ considered+as+most+problema?c+by+online+merchants+when+selling+cross(border+ in+Europe.+In+par?cular,+legal+uncertainty+and+general+unawareness+of+VAT+rules+ by+ companies,+ high+ VAT(related+ accoun?ng+ and+ administra?ve+ costs,+ diļ¬cult+ VAT+registra?on+and+declara?on+procedures+are+considered+by+online+merchants+ as+the+most+problema?c+VAT+issues+when+they+sell+cross(border+in+Europe.+ + Other+speciļ¬c+barriers+are+shown+in+the+graph+on+the+next+page.++ + + + + + + + + + + + + + ++ + + 17%* 35%* 48%* Not*diļ¬cult* Neutral* Diļ¬cult* Taxa)on*system,*VAT*and/or*customs* *437+responses+ 17%* 13%* 19%* 21%* 33%* 45%* 35%* 32%* 50%* 42%* 46%* 47%* +Pure+player+ +Retailer+ +Mul?(channel+/+ Omni(channel+ Other+ Level*of*diļ¬culty*of*Tax*system,*VAT*and/or*customs* by*type*of*company* *437+responses+ Not+diļ¬cult+ Neutral+ Diļ¬cult+
22.
www.ecommerce(europe.eu++ 23+ 181* 178* 168* 128* 92* 79* 69* 57* 37* Legal+ uncertainty+ and+general+ unawareness+ of+VAT+rules+ High+VAT( related+ accoun?ng+ and+ administra?ve+ costs+ Diļ¬cult+VAT+ registra?on+ and+ declara?on+ procedures+ Lack+of+ informa?on+ on+VAT+rules+ Diļ¬cul?es+in+ dealing+with+ foreign+ taxa?on+ authori?es+ (i.e.+language)+ Prac?cal+ problems+in+ displaying+the+ correct+ļ¬nal+ price+ including+the+ correct+VAT+ rate+ VAT(related+ fraud+risks+ Diļ¬cul?es+in+ veriļ¬ca?on+of+ the+country+of+ delivery+ Other+ Tax*system,*VAT*and/or*customs*barriers* *377+responses+ Ecommerce*Europeās*recommenda)ons*on*VAT:* + 1.#Harmonize#VAT#rates#as#much#as#possible# The+EU+currently+has+more+than+75+diļ¬erent+VAT+rates+and+ there+
is+ a+ diļ¬erence+ of+ 10+ percentage+ points+ between+ the+ Member+States+with+the+lowest+VAT+rate+(Luxembourg,+17%)+ and+ the+ highest+ (Hungary,+ 27%).+ In+ the+ long+ run,+ a+ harmonized+ European+ VAT+ system+ would+ greatly+ s?mulate+ the+development+of+cross(border+e(commerce.+++ + 2.# Support# the# European# Commissionās# plans# to# modernize# VAT#for#crossEborder#eEcommerce# Ecommerce+Europe+welcomes+and+supports+the+plans+of+the+ European+ Commission+ as+ announced+ in+ May+ 2015+ in+ its+ Digital+Single+Market+Strategy,+as+they+have+the+poten?al+to+ simplify+ VAT+ rules,+ especially+ for+ SMEs+ and+ reduce+ VAT( related+costs+for+business+such+as+for+accoun?ng,+registra?on+ and+declara?on.++ + 3.#Extend#the#MiniEOneEStopEShop#to#all#goods#and#services# sold#online# Many+merchants,+especially+SMEs,+have+liile+knowledge+of+ the+ļ¬scal+demands+of+suprana?onal+and+cross(border+trade,+ limi?ng+ the+ poten?al+ of+ the+ Single+ Market.+ Ecommerce+ Europe+ believes+ that+ the+ Mini(One(Stop(Shop+ already+ in+ place+for+telecom,+broadcas?ng+and+electronic+(TBE)+services+ is+a+good+start,+and+could+easily+be+expanded+to+all+products+ (both+tangible+goods+and+services)+sold+online.++ + +
23.
www.ecommerce(europe.eu++ 24+ 19%+ 18%+ 19%+ 13%+ 7%+ 10%+ 5%+ 3%+ 8%+ 23%+ 17%+ 16%+ 1%+ 8%+ 7%+ 7%+ 6%+ 5%+ 15%+
15%+ 6%+ 15%+ 10%+ 1%+ 7%+ 5%+ 6%+ +Legal+ uncertainty+and+ general+ unawareness+of+ VAT+rules+ +Diļ¬cult+VAT+ registra?on+and+ declara?on+ procedures+ +High+VAT( related+ accoun?ng+and+ administra?ve+ costs+ +Lack+of+ informa?on+on+ VAT+rules+ +Prac?cal+ problems+in+ displaying+the+ correct+ļ¬nal+ price+including+ the+correct+VAT+ rate+ +Diļ¬cul?es+in+ dealing+with+ foreign+taxa?on+ authori?es++ +Diļ¬cul?es+in+ veriļ¬ca?on+of+ the+country+of+ delivery+ Other+ +VAT(related+ fraud+risks+ Tax*system,*VAT*and/or*customs*barriers* *377+responses* +Pure+player+ +Retailer+ +Mul?(channel+/+Omni(channel+ 4.# Facilitate# compe33on# and# crossEborder# trade# for# SMEs# by# establishing# a# common# European#VATEthreshold# Introducing+a+VAT+threshold+under+which+no+ registra?on+ in+ other+ Member+ States+ or+ to+ the+ One(Stop(Shop+ is+ required+ for+ cross( border+ supplies+ would+ help+ smaller+ and+ start(up+ e(commerce+ businesses+ by+ r e m o v i n g+ t h e+ n e e d+ t o+ i n v e s t+ dispropor?onate+ resources+ in+ verifying+ the+ home+base+of+the+consumer+and+calcula?ng+ and+displaying+individual+prices.++ + 5.# Remove# an3compe33ve# VATErelated# exemp3on#measures# EU+ businesses+ are+ at+ a+ compe??ve+ disadvantage+as+non(EU+suppliers+can+supply+ VAT(free+ goods+ to+ consumers+ in+ the+ European+ Union+ under+ the+ current+ exe m p ? o n+ fo r+ i m p o r t s+ o f+ s m a l l+ consignments.+According+to+the+preliminary+ ļ¬gures+ from+ the+ ongoing+ European+ Commission's+ study+ on+ VAT+ obstacles+ to+ cross(border+ e(commerce,+ almost+ 150+ million+ VAT(free+ consignments+ were+ imported+ in+ 2015.+ That+ is+ why+ Ecommerce+ Europe+supports+the+Commissionās+plans+to+ remove+ the+ VAT+ exemp?on+ for+ imports+ of+ small+consignments+from+non(EU+suppliers.+
24.
www.ecommerce(europe.eu++ 25+ C)*Logis)cs*and/or*distribu)on* + E(commerce+ is+
fundamentally+ changing+ postal+ and+ parcel+ markets.+ Global+ commerce+streams+revolu?onize+shopping,+but+the+current+parcel+streams+are+ ill(ļ¬ied+to+accommodate+this.*Logis)cs*and*distribu)on*represent*a*diļ¬cult* barrier* to* tackle* for* 33%* of* the* companies* selling* abroad.+ Even+ though,+ compared+ to+ Ecommerce+ Europeās+ ļ¬gures+ for+ 2015+ (44%)+ the+ situa?on+ has+ slightly+improved,+online+merchants+indicate+many+barriers+which+s?ll+remain+on+ quality+and+transparency+of+services+(see+next+graph+on+the+next+pages).++ + Digi?za?on+ is+ changing+ current+ delivery+ value+ chains+ with+ a+ direct+ impact+ on+ costs+and+business+models.+Online+commerce+shixs+the+focus+of+delivery+to+the+ demands+ and+ needs+ of+ the+ modern+ consumer.+ The+ dis?nc?on+ between+ ācourierā+āexpressā+and+āpostalā+has+become+irrelevant,+and+borders+become+ obsolete.++ To+harmonize+the+currently+fragmented+market+and+to+diminish+the+distor?on+of+ the+market,+collabora?on+of+all+stakeholders+in+the+sector+(online+merchants,+ delivery+ service+ providers,+ regulators,+ solu?on+ providers,+ consumer+ organiza?ons)+ on+ all+ levels+ is+ necessary.+ Open+ and+ interoperable+ standards+ should+be+the+norm.+ + The+level+of+diļ¬culty+related+to+logis?cs/distribu?on+when+doing+cross(border+ sales+ does+ not+ seem+ to+ vary+ in+ a+ very+ relevant+ way+ according+ to+ the+ type+ of+ company+concerned,+even+though+for+mul?/omni(channel+merchants,+logis?cs+ represents+a+less+diļ¬cult+barrier+to+overcome+when+selling+abroad.++ + + + + + + + + ++ + + 32%* 35%* 33%* Not*diļ¬cult* Neutral* Diļ¬cult* Logis)cs*and/or*distribu)on* *437+responses+ 35%* 35%* 24%* 26%* 34%* 30%* 44%* 21%* 31%* 35%* 32%* 53%* +Pure+player+ +Retailer+ +Mul?(channel+/+ Omni(channel+ Other+ Level*of*diļ¬culty*of*logis)cs/distribu)on*by*type*of* company* *437+responses+ Not+diļ¬cult+ Neutral+ Diļ¬cult+
25.
www.ecommerce(europe.eu++ 26+ Ecommerce*Europeās*recommenda)ons*to*improve*parcel*delivery* * 1.#Create#a#global#level#playing#ļ¬eld#among#service#providers# There+is+an+absence+of+a+global+playing+ļ¬eld+among+service+providers.+Costs+and+ subsidies+ should+
be+ tailored+ to+ current+ reality.+ Combining+ this+ approach+ with+ speedier+decision(making,+a+faster+response+to+market+demands,+an+integrated+ approach+ to+ product+ development+ and+ remunera?on+ systems,+ and+ connec?ng+ wider+postal+sector+players+with+products+and+services+at+all+levels,+is+the+recipe+ for+successful,+high+quality+postal+services.++ * 2.# Provide# merchants# with# more# nego3a3ng# power# on# prices# through# transparency#and#access# Ecommerce+ Europe+ is+ convinced+ that+ high(performance+ European+ delivery+ is+ a+ key+driver+of+success+for+web+merchants+and+their+business+models.+Merchants+ and+ consumers+ need+ a+ Europe(wide+ delivery+ system+ with+ open+ standards+ for+ labeling+and+data+interfaces+to+carrier+data+in+order+to+create+more+innova?on+ and+ greater+ transparency+ in+ the+ logis?cs+ chain.+ Addi?onally,+ more+ op?ons+ are+ needed,+including+diļ¬erent+oļ¬ers,+alterna?ve+aļ¬ordable+delivery+op?ons,+more+ ļ¬exibility,+more+informa?on+and+transparency+from+delivery+service+providers.++ + 3.#Support#open#ITEstandards#for#labeling,#interfaces#and#databases# By+not+just+par?cipa?ng+in+all+relevant+ins?tu?onal+stakeholder+groups+but+also+ placing+the+e(commerce+sectorās+demands+on+the+agenda,+Ecommerce+Europeās+ voice+ should+ be+ clearly+ heard.+ Ecommerce+ Europe+ has+ taken+ an+ ac?ve+ role+ to+ determine+ how+ cross(border+ e(commerce+ should+ develop+ by+ assuming+ Chairmanship+ of+ several+ ins?tu?onal+ commiiees+ (such+ as+ the+ European+ Commission+CEN+standardiza?on+commiiee)+ * and+ by+ being+ an+ ac?ve+ par?cipant+ in+ others+ (such+ as+ the+ Consulta?ve+ Commiiee+of+the+Universal+Postal+Union).+Moreover,+by+ac?vely+contribu?ng+ to+ the+ content+ of+ the+ next+ implemen?ng+ decision+ of+ the+ European+ Commission+on+a+standardiza?on+request+to+CEN+under+mandate+of+the+EU+ Ecommerce+Europe+ac?vely+brings+stakeholders+together+to+discuss+and+make+ changes+ concerning+ how+ to+ cater+ to+ online+ merchantsā+ needs+ and+ achieve+ more+innova?on+and+transparency+in+the+logis?cs+chain.+ # 4.#S3mulate#sustainable#solu3ons# Where+the+delivery+sector+has+a+responsibility+to+bring+its+business+models+up+ to+speed,+the+e(commerce+sector+has+a+responsibility+to+ensure+its+business+ model+is+sustainable+for+the+genera?ons+to+come.+Sustainable+solu?ons+can+ thereby+ enhance+ eļ¬ciency+ in+ the+ supply+ chain.+ Merchants+ combining+ volumes+can+increase+performance+and+decrease+their+ecological+footprint.+ Eļ¬cient+packaging+can+save+distribu?on+space+and+diminish+waste+streams.+ Online+ merchants+ are+ already+ developing+ sustainable+ solu?ons+ for+ the+ last+ mile+to+decrease+the+pressure+on+inner+ci?es.+The+e(commerce+sector+takes+ up+ its+ role+ in+ s?mula?ng+ these+ ini?a?ves+ and+ in+ helping+ create+ a+ more+ sustainable+ delivery+ value+ chain.+ Ecommerce+ Europe+ is+ an+ important+ facilitator+in+this+process,+providing+the+plaborm+for+stakeholders+of+the+e( commerce+ sector+ to+ come+ together+ to+ design+ and+ foster+ sustainable,+ integrated+e(logis?cs+solu?ons.+ + +
26.
www.ecommerce(europe.eu++ 27+ 24%* 20%* 16%* 14%* 7%* 6%* 5%* 4%* 4%* 25%* 20%* 17%* 10%* 5%* 9%* 4%* 5%*
5%* 21%* 23%* 13%* 11%* 8%* 7%* 5%* 8%* 4%* +Too+expensive+ +Diļ¬cul?es+with+ returns+for+small+ volumes+and+with+ postal+services+ +Too+long+delivery+?mes+ in+EU+for+non(express+ services+ +VAT/customs(related+ issues+ +Lack+of+transparency+ and+compe??on+in+ pricing+ +Lack+of+informa?on+ and/or+limited+choice+ of+logis?cs+suppliers+ +No+track+and+trace+in+ postal+services+ +Lack+of+standardized+ labelling+ Other+ Logis)c*and/or*distribu)on*barriers*by*type*of*company* *378+responses+ +Pure+player+ +Retailer+ +Mul?(channel+/+Omni(channel+
27.
www.ecommerce(europe.eu++ 28+ 318* 307* 180* 68* 60*
52* 46* 20* Safe+product+arrival+ Logis?c+costs+ reduc?on+ Easy+return+solu?on+ Customer+ experience+at+ unpacking+ Sustainability+ Standardized+ interface+ Space+eļ¬ciency+ Other+ Most*important*reasons*for*parcel*packaging* *479+responses++ * + +
28.
www.ecommerce(europe.eu++ 29+ 3.*Other*barriers*to*eLcommerce* + This+ chapter+
will+ analyze+ other+ barriers+ iden?ļ¬ed+ by+ online+ merchants+ when+ selling/trying+to+expand+abroad.++ + 3.1.*Online*payments* + 15%* of* online* merchants* indicated* that* online* payments* are* a* problema)c* area*when*selling*crossLborder.+Compared+to+last+year+(25%),+it+seems+that+the+ situa?on+ has+ improved.+ However,+ merchants+ report+ that+ concrete+ barriers+ linked+to+online+payments+across+the+European+Union+s?ll+persist:+ + ā¢āÆ High*costs:+burdensome+interchange+fees+and+processing+fees+of+banks+and+ third+ party+ payment+ providers+ s?ll+ prevail+ (+ especially+ for+ convenient+ and+ easy(to(use+payment+solu?ons;+ ā¢āÆ Iden)ļ¬ca)on* of* the* consumer:+ a+ lack+ of+ uniform+ electronic+ iden?ļ¬ca?on+ system+ forces+ consumers+ and+ merchants+ to+ go+ through+ a+ burdensome+ process+of+consumer+authen?ca?on+and+iden?ļ¬ca?on;+ ā¢āÆ Complicated*check*out*process:*conversion+is+lost+because+consumers+leave+ the+ process+ prematurely+ when+ authoriza?on+ and+ authen?ca?on+ requires+ too+ many+ steps+ (registra?on,+ two+ or+ mul?(factor+ authen?ca?on,+ tokens,+ etc.).+ This+ becomes+ an+ even+ bigger+ problem+ for+ mobile+ shoppers,+ who+ already+tend+to+leave+the+process+axer+the+ļ¬rst+step.+ + It+is+crucial*that*consumers*can*pay*and*check*out*with*their*preferred*method* during+ the+ online+ shopping+ process.+ This+ payment+ method+ should+ be+ interoperable*among*channels,*devices*and*borders.+ + + + + + + + + ++ + + 47%* 38%* 15%* Not*diļ¬cult* Neutral* Diļ¬cult* Online*payments* *437+responses+ 46%* 56%* 44%* 53%* 40%* 31%* 41%* 26%* 14%* 13%* 15%* 21%* +Pure+player+ +Retailer+ +Mul?(channel+/+ Omni(channel+ Other+ Level*of*diļ¬culty*of*online*payments*by*type*of*company* *437+responses+ Not+diļ¬cult+ Neutral+ Diļ¬cult+ It+is+equally+crucial+that+the+merchant+acquires+certainty+about+the+iden?ty+of+ the+ consumer+ for+ a+ fast+ check(out.+ To+ enhance+ trust+ in+ the+ online+ world,+ solu?ons+ need+ to+ be+ secure* and* trustworthy.+ For+ more+ informa?on,+ please+ download+the+Ecommerce+Europeās+Priority+Paper+2016+from+our+website.+ + ++ +
29.
www.ecommerce(europe.eu++ 30+ 3.2.*Language,*Marke)ng,*Client*rela)onship* * Around+half+of+the+companies+selling+cross(border+have+indicated+that+language* diļ¬erences*across*the*European*Union*are*a*neutral*barrier*to*overcome+when+ selling+abroad.+However,+29%+believes+it+is+a+diļ¬cult+barrier+to+tackle,+while+only+ 23%+indicated+that+language+is+not+a+diļ¬cult+barrier+to+tackle.+ + Building+client*rela)onships*proves*to*be*a*neutral*obstacle*for*almost*half*of* the*companies*selling*abroad.+28%+believe+it+is+not+a+diļ¬cult+barrier+to+tackle,+ while+for+23%+it+is+diļ¬cult+to+deal+with.+ + Developing+ a+
marke)ng* strategy* for* selling* goods* and/or* services* abroad* is* not* diļ¬cult* for* 24%* of* the* companies* that+ answered+ this+ ques?on.+ 50%+ of+ merchants+believe+it+represents+a+neutral+barrier,+while+26%+believe+it+is+diļ¬cult+ to+do+marke?ng+for+cross(border+sales.++ + + + + + + + ++ + + 23%* 48%* 29%* Not*diļ¬cult* Neutral* Diļ¬cult* Language* *437+responses+ 24%* 50%* 26%* Not*diļ¬cult* Neutral* Diļ¬cult* Marke)ng* *437+responses+ 28%* 49%* 23%* Not*diļ¬cult* Neutral* Diļ¬cult* Client*rela)onships* *437+responses+
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www.ecommerce(europe.eu++ 31+ 3.3.*Barriers*to*crossLborder*eLcommerce*and*geoL blocking*prac)ces* + In+the+context+of+the+recent+EU+policy+discussions+on+so(called+āgeo(blockingā+ prac?ces,+ Ecommerce+
Europe+ wants+ to+ draw+ the+ aien?on+ of+ European+ legislators+ to+ the+ importance+ of+ recognizing+ online+ merchantsā+ fundamental+ rights+to+economic+and+contractual+freedom+based+on+reasonable+grounds.+This+ also+means+that+a+company+may+decide+not+to+sell+or+deliver+to+a+consumer+in+ another+ Member+ State+ or+ apply+ a+ diļ¬erent+ price+ for+ the+ same+ product+ sold+ online.+ European+ policy+ makers+ should+ take+ into+ account+ that+ consumer+ diļ¬eren?a?on+ (+ based+ on+ their+ loca?on+ (+ does+ not+ mean+ consumer+ discrimina?on+per#se.++ + + + + + + + + ++ + + 168* 160* 158* 140* 105* 94* 81* 37* Diļ¬ering+axer(sales+ costs+ Long(distance+delivery+Varying+VAT+rates/rules+ Legal+uncertainty+and+ diļ¬ering+legal+ frameworks++ Higher+level+of+fraud+ risk+linked+to+online+ payments+in+certain+ countries+ Diļ¬erent+legal+ guarantee+provisions+ Diļ¬erent+language+ Other++ Jus)ļ¬ed*reasons*for*applying*diļ¬erent*prices*or*for*not*selling*to** consumers*based*on*their*loca)on* *378+responses+ * A+diļ¬eren?a?on+in+price+and+condi?ons+can+already+be+jus?ļ¬ed+under+the+so( called+ āobjec?ve+ criteriaā+ of+ Ar?cle+ 20.2+ of+ the+ Services+ Direc?ve.+ Companies+ surveyed+ were+ asked+ to+ indicate+ which+ reasons+ they+ consider+ as+ jus?ļ¬ed+ to+ apply+diļ¬erent+prices+or+decide+not+sell/deliver+to+certain+markets.+Most*of*the* companies* indicated* diļ¬ering* agerLsales* costs,* longLdistance* delivery* and* varying* VAT* rules/rates* as* the* most* jus)ļ¬ed* reasons* to* āgeoLblockā.* Ecommerce+Europe+wants+to+point+out+companies+need+to+reroute+consumers+ or+refuse+to+sell/deliver+them+because+of+the+many+remaining+barriers+to+cross( border+e(commerce.+Therefore,+if+jus?ļ¬ed,+geo(blocking+should+be+allowed+and+ only+unjus?ļ¬ed+prac?ces+should+be+tackled.++
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www.ecommerce(europe.eu++ 32+ 4.*Trends*in*crossLborder*eLcommerce* + This+chapter+presents+an+overview+of+the+development+of+cross(border+e(commerce+in+ Europe+over+the+past+2+years+and+the+expected+evolu?on+of+cross(border+sales+in+the+ coming+2+years.+ + 4.1.*Evolu)on*of*crossLborder*sales*over*the*past*2*years* + Despite+the+barriers+that+online+shops+s?ll+experience,+the*results*of*the*survey*showed* that*the*sales*of*products*and/or*services*abroad*have*increased*in*the*last*2*years*for* most* of*
the* companies.+ Almost+ half+ of+ the+ companies+ that+ answered+ this+ ques?on+ declared+that+their+cross(border+turnover+has+increased+by+1(10%+over+the+last+2+years.+ + Only*9%*of*the*companies*declared*that*their*annual*turnover*decreased*over*the*past* 2* years.* The+ e(commerce+ sector+ is+ one+ of+ the+ few+ European+ industries+ that+ has+ experienced+a+non(stop+double(digit+economic+growth.+For+the+actual+growth+ļ¬gures+of+ the+market+per+region+and+even+per+country,+please+read+our+European+B2C+E(Commerce+ Reports+(available+on+our+website+in+the+āResearchā+sec?on).++ + For+merchants,+there+are+s?ll+plenty+of+opportuni?es+for+growth+by+expanding+into+new+ European+markets.+Ecommerce+Europe+is+conļ¬dent+that+breaking+down+barriers+to+cross( border+e(commerce+could+create+millions+of+extra+jobs+in+the+coming+years.+ ++ +++ + + + + + + + + ++ + + 9%* 48%* 21%* 15%* 4%* 3%* <0%+ 1(10%+ 10(20%+ 20(50%+ 50(100%+ >100%+ Development*of*the*turnover*of*crossLborder* sales*over*the*past*2*years* *310+responses* 10%+ 8%+ 8%+ 48%+ 59%+ 38%+ 20%+ 19%+ 27%+ 14%+ 8%+ 18%+ 5%+ 2%+ 3%+3%+ 4%+ 6%+ +Pure+player+ +Retailer+ +Mul?(channel+/+Omni( channel+ Development*of*the*turnover*of*crossLborder* sales*over*the*past*2*years** by*type*of*company* *295+responses+ <0%+ 1(10%+ 10(20%+ 20(50%+ 50(100%+ >100%+
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www.ecommerce(europe.eu++ 33+ 4.2.*Expected*op)mis)c*evolu)on*of*crossLborder*sales* + According+to+the+results+of+the+survey,+the*expecta)ons*of*online*merchants*for*crossL border*sales*over*the*next*2*years*are*rather*op)mis)c,+and+only+7%+of+the+companies+ that+answered+this+ques?on+expect+a+decrease+of+their+turnover+realized+abroad.++ + Companies+ were+
also+ surveyed+ about+ their+ expecta?on+ in+ the+ current+ context+ of+ globaliza?on+of+e(commerce.+Most*of*the*companies*believe*that*the*globaliza)on*of* eLcommerce* will* foster* unfair* compe))on* between* EU* and* extraLEU* online* merchants.+ European+ policy+ makers+ should+ work+ towards+ the+ comple?on+ of+ the+ EU+ Digital+Single+Market+in+order+for+Europe+to+stay+compe??ve+with+the+bigger+players+ coming+from+outside+Europe.++ + + +++ + + + + + + + + ++ + + 7%* 33%* 29%* 20%* 7%* 4%* <0%+ 1(10%+ 10(20%+ 20(50%+ 50(100%+ >100%+ Expecta)on*of*the*development*of*the*turnover* of*crossLborder*sales*over*the*next*2*years* *309+responses+ * 5%+ 12%+ 7%+ 34%+ 36%+ 31%+30%+ 28%+ 28%+ 18%+ 14%+ 27%+ 10%+ 6%+ 3%+3%+ 4%+ 4%+ +Pure+player+ +Retailer+ +Mul?(channel+/+ Omni(channel+ Expecta)on*of*the*development*of*the* turnover*of*crossLborder*sales*over*the*next*2* years*by*type*of*company* *293+responses+ <0%+ 1(10%+ 10(20%+ 20(50%+ 50(100%+ >100%+ 273* 203* 179* 129* 43* 22* It+will+foster+unfair+ compe??on+ between+European+ and+extra(EU+online+ merchants+ It+will+increase+ choice+for+ consumers+ It+will+represent+a+ threat+to+European+ online+merchants+ It+will+s?mulate+ market+compe??on+ and+innova?on+ No+opinion+ Other+ Opinion*about*the*globaliza)on*of*eLcommerce* *507+responses+
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TrĆØves 59-61 B-1040 Brussel - Belgium T. +32 (0) 2 502 31 34 www.ecommerce-europe.eu www.ecommercetrustmark.eu info@ecommerce-europe.eu @Ecommerce_EU
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