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

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Abstract

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
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    File URL: https://ec.europa.eu/jrc/en/publication/eur-scientific-and-technical-research-reports/consumer-perceptions-cross-border-ecommerce-eu-digital-single-market
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    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

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