By Martin Banks - 18th January 2012
This could help speed up the completion of the digital single market
Dick Boer
A new survey says that one quarter of European retailers believe that they could increase revenues by 25 per cent if they could sell more effectively online and across borders.
However, it says retailers are struggling to navigate the diverse laws, regulations and practices in Europe.
Launching the study in Brussels, Dick Boer, president of the European Retail Round Table, said "To take full advantage of the opportunities of the European digital single market will require a careful look at existing legislation that impacts online business.
"The faster any obstacles can be removed, the sooner retailers will be able to boost this market and bring added benefits to European consumers."
He suggested an 'e-commerce test' for a 'targeted' set of European legislation and for all new relevant proposals.
"This could help speed up the completion of the digital single market and significantly help to double the share of e-commerce in retail sales by 2015," he said.
Boer cited specific policies that he said can be changed for the better, such as the treatment of electronic waste, contract law, consumer rights and labelling legislation.
At present, these are implemented differently in member states and, he said, provide uncertainty on how to develop business.
"Many of the regulatory obstacles cited in the study do not specifically relate to the digital nature of e-commerce.
"They are rather national regulations that affect all retailers, both traditional shops and online shops. The differences in these national regulations become a real handicap and create uncertainty when a retailer sets up a cross-border e-commerce operation."
