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THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE <strong>B2C</strong> E-COMMERCE 47<br />
constant dialogue with the Commission on the steps that<br />
need to be taken to create an effective, flexible and<br />
efficient regulatory framework that stimulates trust in<br />
(cross-border) e-commerce transactions.<br />
The Digital Agenda is an important initiative for<br />
e-commerce. <strong>Ecommerce</strong> <strong>Europe</strong> also welcomes<br />
further initiatives: the E-commerce Directive,<br />
E-commerce Action Plan and the Retail Action Plan.<br />
All policy initiatives to support e-commerce and<br />
increase the market for cross-border market purchases:<br />
the next frontier to be crossed.<br />
There is, however, still a lot of room for improvement.<br />
And improvement should not always be realized by<br />
formal legislation, since self-regulation has been key<br />
to the success of e-commerce both on a national level<br />
and on a <strong>Europe</strong>an level. In many cases, self-regulation<br />
is preferable to formal legislation.<br />
Besides our desire to achieve an integrated digital<br />
single market, <strong>Ecommerce</strong> <strong>Europe</strong> stresses that growth<br />
can be obtained by boosting consumer trust and<br />
offering merchants a variety of payments solutions.<br />
This will improve the reach, conversion and result in<br />
lower costs for merchants and consumers. In the field<br />
of logistics we seek better access for sme’s in the<br />
EU-parcel market.<br />
As an association, <strong>Ecommerce</strong> <strong>Europe</strong>’s policy efforts<br />
are supported by its three committees for e-regulation,<br />
e-payments and e-logistics.
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