IDEAS home Printed from
   My bibliography  Save this paper

Consumer perceptions of cross-border e-commerce in the EU



This report presents empirical evidence about the obstacles that European consumers face when trying to buy online goods and services in other EU Member States. It relies on data from a consumer survey carried out in February-March 2015 in the EU28. By comparing named websites with respondents’ answers on the location of web shops, we find that 77% correctly assess whether a website is located domestically or in a foreign country. We also find that survey results are biased because cross-border purchases are under-reported. In addition, the report finds that prices, variety and transaction costs are strong drivers to shift consumer purchases of goods from offline to online shops, as predicted by economic theory. Consumers’ perceptions of risk still hold them back from online transactions, which leaves some margin for policy makers to improve the regulatory and institutional setting. The results are less conclusive for online access to digital media content and for shifting online purchases from domestic to foreign markets.

Suggested Citation

  • Melisande Cardona & Nestor Duch-Brown & Bertin Martens, 2015. "Consumer perceptions of cross-border e-commerce in the EU," JRC Working Papers on Digital Economy 2015-06, Joint Research Centre (Seville site).
  • Handle: RePEc:ipt:decwpa:2015-06

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Melisande Cardona & Nestor Duch-Brown, 2016. "Delivery Costs and Cross-border e-Commerce in the EU Digital Single Market," JRC Working Papers on Digital Economy 2016-03, Joint Research Centre (Seville site).
    2. Artur Strzelecki, 2019. "Key Features of E-Tailer Shops in Adaptation to Cross-Border E-Commerce in the EU," Sustainability, MDPI, Open Access Journal, vol. 11(6), pages 1-13, March.
    3. Yu Wang (Avery. W) & Yi Wang & Soo Hee Lee, 2017. "The Effect of Cross-Border E-Commerce on China’s International Trade: An Empirical Study Based on Transaction Cost Analysis," Sustainability, MDPI, Open Access Journal, vol. 9(11), pages 1-13, November.
    4. Melisande Cardona & Nestor Duch-Brown & Joseph Francois & Bertin Martens & Fan Yang, 2015. "The macro-economic impact of e-commerce in the EU Digital Single Market," JRC Working Papers on Digital Economy 2015-09, Joint Research Centre (Seville site).

    More about this item

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ipt:decwpa:2015-06. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Publication Officer). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.