关于欧盟跨境电子商务的报告外文翻译资料

关于欧盟跨境电子商务的报告

执行摘要

这篇报告确定了电子商务的发展趋势和潜在的跨境障碍，以此来分析跨境电子商务在欧盟的发展方向，同时也是作为在2008年1月29日公布的消费市场计分板第一版的后续，也作为委员会的整体市场监测计划的一部分。在单一市场评估的背景下，欧盟委员会目前正在进行一个深入的市场零售部门的监控。本报告所列出的证据可以成为此次行动的贡献，因为提供了电子商务链进行更广泛运动的事实依据。委员会立法和2009年工作计划中提出，欧盟委员会将在当年9月提供一个关于零售市场监测结果的交流会，其中包括跨境电子商务的分析。

当电子商务正发展到了国家层面上，对于消费者来说利用互联网购买另一个成员国的商品或服务，依然还是相对少见的。国内和跨境电子商务的差距正在扩大，源于跨境网上贸易的壁垒。从2006年到2008年，所有欧盟消费者在互联网上至少买了一项的比例从27%上升到33%，而跨境电子商务的比例保持稳定(6%到7%)。三分之一的欧盟公民表明他们会考虑通过互联网购买另一个成员国的产品或服务因为它更便宜或更好。

一些在线跨境贸易壁垒与语言、人口、个人喜好、技术规范或标准、互联网普及率、邮政或支付系统的效率有关。欧盟33%的消费者表示他们愿意用另一种语言购买商品和服务，而59%的零售商准备用多于一种语言去进行交易。

其他问题是消费者无法再另一个成员国得知商业报价，因为市场机制不允许他们下订单。去年，在有过跨境购买的消费者中，有8%有过被阻止跨国购买的经历，因为他们所生活的国家也是商人所在区域（一般对于所有的零售渠道），33%的消费者认为卖方/供应方经常拒绝出售或提供商品或服务因为他们不是居住在自己国家（一般对于所有的零售渠道）。

消费者也缺乏对于跨境提供的信息因为很难进行跨境比较，也因为跨过广告相对少见。39%的在线ICT产品的买家认为比较跨境价格很容易，相比较下77%认为在自己国家比较价格很容易。5个能在家里上网的欧洲人已经在线比较价格比如通过访问在线价格比较网站。此外，一些阻止消费者网购的障碍是由交易员面临的监管障碍导致的，这些感知到的困难在出现问题时可以获得有效的纠正。这些障碍已经形成了一个支离破碎的电子商务内部市场。

这些影响消费者的问题通过那些企业反映出来，供应方面的障碍和约束也同样重要。互联网已经创造了消费者对于商品和服务的可用性更高的期望，但这并不能满足商业需求。这对于消费者也是一个问题：当一些交易员不明确说明他们准备云运去欧盟的哪里。欧盟27国51%的零售商通过互联网进行销售，但只有21%的人目前正在进行跨境交易。

此外，当面对大量的实用或经济障碍，目前交易员可能不愿或不能拓展到欧盟的其他市场，其中一些还有监管基础。企业的监管障碍导致显著的合规成本，大大降低了上诉或跨国扩张的可行性。虽然已经采取了措施来促进协调，监管障碍仍影响许多地区，包括消费者法律和增值税。举个例子，版权的领土管理需要提供合法的在线咨询，或国家换位的欧洲关于电子废物处理立法。关键是要解决这些潜在的市场壁垒以便未来的增长不是阻碍，也为了开发跨境电子商务的潜力。由于这些障碍，交易员可能拒绝服务新市场或开发在线商业模式，而这种模式是按照国家方针来粉碎内部市场。

解决这些问题的方法可能在于简化监管障碍，在国家和欧洲层面上说这些障碍对消费者和企业显得越来越不公平和不合理。促进互联网上信息的透明度和可比性，总之也将对零售市场有溢出效应。还有，通过加强在线和跨境执法，建立高效、快速解决争端的机制，还有加强市场监测，信息和意识提升，有必要促进在线信任。

1、简介

这篇报告是作为在2008年1月29日公布的消费市场计分板第一版的后续。开发这个工具是从消费者角度来监控市场，包括两个阶段：筛选阶段和分析阶段。这将使委员会能够为消费者的经济和社会效益识别最大的行业风险，然后进一步通过深入的市场研究分析这些行业。

基于在欧盟层面的市场监测方法在应用程序的筛选阶段，委员会目前正在进行深入零售部门的监测，通过检查监管框架和复发性商业行为来开始这个行动，为了识别市场失灵的存在和认清在供应链下游段的其原因。本报告所列出的证据可以成为此次行动的贡献，因为提供了电子商务链进行更广泛运动的事实依据，为了帮助识别可能的单一市场壁垒，包括地理区分问题。最近通过的委员会工作人员文档：“市场监测：游戏和后续设想”（部门（2008）3074最后）描述了委员会的市场监管计划和2008年已经取得的进展。委员会立法和2009年工作计划中提出，欧盟委员会将在当年9月提供一个关于零售市场监测结果的交流会，其中包括跨境电子商务的分析。

电子商务作为一个部门的识别在将来的研究中有三个主要的研究。就像在消费市场计分板第一版中指出的。互联网购物“未来已经刺激了跨境购物的进程，允许快速，花费更少，以及有权使用更多品种的商品和服务。”互联网零售业持有的使零售内部市场对消费者开放的承诺迄今为止在国界限制内还是首个。此外，由于互相依存的店内购物和网络零售影响了一般零售服务业和更广的经济领域。最后，从欧盟的角度看，初步证据表明仍有大量结构性障碍对于一个功能完备的网络内部市场。当消费者在庆祝网络边界越来越不明显时，这仍是一个遗憾。由于这个原因，该报告强调了跨境网络零售业的各个方面。

这个报告的目的是确定电子商务的趋势和潜在的跨境障碍来分析跨境电子商务在欧盟的发展方向。以下部分试图呈现电子商务在欧盟的全景，反过来看影响消费者信心的驱动、约束和问题，以及影响业务对网络态度和跨境贸易的供应方面的问题。报告覆盖了企业对消费者（B2C）方面的电子商务。

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COMMISSION STAFF WORKING DOCUMENT

Report on cross-border e-commerce in the EU

February 2009

EXECUTIVE SUMMARY

The report identifies e-commerce trends and potential cross-border obstacles in order to analyse the direction that cross-border e-commerce is taking in the EU. The report is a follow-up to the first edition of the Consumer Markets Scoreboard, adopted on 29 January 2008, as part of the Commissions broader market monitoring initiative. In the context of the Single Market Review, the Commission is currently undertaking an in-depth market monitoring of the retail sector. The evidence set out in this report is a contribution to that exercise, providing a factual basis for the e-commerce strand of the wider exercise. As announced in the Commissions Legislative and Work Programme for 2009, the Commission will present a Communication on the outcome of the retail market monitoring in autumn 2009, which will include an analysis of cross-border e-commerce.

While e-commerce is taking off at national level, it is still relatively uncommon for consumers to use the internet to purchase goods or services in another Member State. The gap between domestic and cross-border e-commerce is widening as a result of cross-border barriers to online trade. From 2006 to 2008, the share of all EU consumers that have bought at least one item over the internet increased from 27% to 33% while cross-border e-commerce remained stable (6% to 7%). One third of EU citizens indicate that they would consider buying a product or a service from another Member State via the internet because it is cheaper or better.

Some of the barriers to cross-border online trade relate to language, demographics, individual preferences, technical specifications or standards, internet penetration or the efficiency of the postal or payment system. 33% of EU consumers say they are willing to purchase goods and services in another language, while 59% of retailers are prepared to carry out transactions in more than one language.

Other problems are the inability of consumers to access commercial offers in another Member State because of mechanisms that prevent them from placing orders. 8% of consumers who had made a cross-border purchase in the past year have been prevented from purchasing cross-border because they lived in a country other than where the trader was located (on average for all retail channels), and 33% of consumers agree that sellers/providers often refuse to sell or deliver goods or services because they are not resident in their country (on average for all retail channels).

Consumers also lack information on cross-border offers because it is difficult to make cross-border comparisons and because cross-border advertising is relatively uncommon. 39% of online buyers of ICT products thought that it was easy to compare prices cross-border compared to 77% who thought it was easy to compare prices in their own country. In 5 Europeans who have internet access at home have compared prices online — for example by visiting price comparison websites. In addition, some of the barriers preventing consumers from shopping online are the result of regulatory obstacles faced by traders and the perceived difficulty to obtain effective redress when something goes wrong. These obstacles have created a fragmented e-commerce internal market.

The problems affecting consumers are mirrored by those affecting businesses, and supply-side barriers and constraints are thus equally important. The internet has created heightened expectations on the part of consumers regarding the availability of goods and services, which are not always met by businesses. It is also a problem for consumers when some traders do not explicitly state where they are prepared to deliver in the EU. 51% of EU27 retailers sell via the internet, but only 21% are currently conducting cross-border transactions.

In addition, traders may be at present unwilling or unable to expand to other EU markets in the face of a number of practical and economic obstacles, some of which have regulatory underpinnings. Regulatory barriers result in significant compliance costs for businesses, which considerably diminish the appeal or feasibility of cross-border expansion. Although measures have been taken to foster harmonisation, regulatory barriers continue to affect a number of areas, including consumer law but also VAT, the territorial management of copyright necessary to offer legitimate online services, or the national transposition of the European legislation on electronic waste disposal, for example. It is crucial to address these potential market barriers in order that future growth is not stymied and in order to unlock the potential of cross-border e-commerce. As a result of these barriers, traders may refuse to serve new markets or may develop online business models that fragment the internal market along national lines.

Solutions to these problems may consist in streamlining regulatory hurdles that increasingly appear unfair and unjustifiable to consumers and businesses on a national and European level. Promoting the transparency and comparability of information on the internet will also have spill-over effects on retail markets in general. In addition, it will be necessary to promote online trust by strengthening online and cross-border enforcement, putting in place efficient and speedy dispute resolution, and by enhanced market monitoring, information and awareness-raising.

1. INTRODUCTION

This report is a follow-up to the first edition of the Consumer Markets Scoreboard, adopted on 29 January 2008. This instrument was developed to monitor markets from a consumer perspective in two phases: a screening phase and an analysis phase. This should enable the Commission to identify sectors with the greatest risk of malfunctioning in terms of economic and social outcomes for consumers. These sectors are then to

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