Unleashing the full potential of the European e-commerce market and overcoming current obstacles of cross-border e-commerce was the central issue at the Round Table in Helsinkicommercefacts.com and the Finnish Commerce Federation.
After an introduction of Kristina Metso, Commercial Director of the Finnish Commerce Federation, the Secretary General of Ecommerce Europe, Mrs. Audrey Keukens gave her insights into the potential of European e-commerce. Furthermore the Development Director of the TNS Gallup Finland, Mr. Ville Wikström presented the e-commerce statistics of FMCG in Finland and discussed how cross-border e-commerce can be stimulated in his country.
Tearing down barriers
There is great potential for e-commerce in the European countries, but it hasn’t been fully unlocked yet. This is due to the diversity of national rules in 28 countries and the consequential insecurities for retailers when selling cross-border. Restrictive regulations are barriers that hinder the development and transparency of e-commerce in Europe. With the endeavors of the European Commission to set up a digital single market, the first steps are being taken. However, a lot of work remains to be done.
About 80% of all legislation is coming from Brussels, which is translated into national legislation, framed by the guidelines of the EU. It is essential to unify these regulations, harmonize ordering systems and what may not be forgotten: develop trust. Trust is a key element of fueling e-commerce and cross-border trade. Therefore it is essential to enable more transparency, so that retailers have a clear overview of what to expect when selling across borders in Europe.
European retailers vs. global marketplaces
The Finish approach to e-commerce
Next Round Table: Dublin
The next Round Table will take place in Dublin on the 17th of September 2015 at the Radisson Blu Royal Hotel.